Celonis has become the exclusive Process Intelligence partner of FC Bayern Munich, as the German football club turns to the Munich-based tech company to streamline operations across its organisation.
The collaboration will see FC Bayern use Celonis' process mining and intelligence software across several departments, including human resources, finance, merchandising, customer service, and ticketing. The aim is to enhance internal efficiency and ensure seamless delivery in areas such as recruitment, inventory management, and fan engagement.
"For instance, the club can use Celonis to analyse ticketing workflows, avoid overstocking and stockouts of fan merchandise, or identify and eliminate inefficiencies in recruiting," the companies said in a joint statement.
Carsten Thoma, President and Board Director at Celonis, said the partnership is built on a shared ambition for excellence.
"We're excited to support FC Bayern as their official Process Intelligence partner in achieving operational excellence through process optimisation," he said.
"We are not only united by our common hometown, but also by our constant pursuit of excellence — setting new standards through continuous improvement. With our Process Intelligence platform, we are helping to maximise process efficiency throughout the club's operations, laying the foundations for continued international success on the pitch.
"At the same time, being part of FC Bayern's partner network opens up valuable opportunities for collaboration and synergy — making this a true win-win situation."
Celonis' software works by mining and analysing data from an organisation's existing systems to identify inefficiencies and optimise workflows. The company said its platform also helps businesses get more value out of artificial intelligence by providing AI tools with the necessary data and operational context to deliver actionable results.
As part of the agreement, Celonis will support not only FC Bayern's men's football team, but also its women's squad and basketball division. The company will join the club's commercial programme as a Gold Partner, giving it access to FC Bayern's global partner network, which includes leading international firms.
Michael Diederich, Deputy CEO of FC Bayern Munich, said Celonis' expertise in process optimisation made it the right fit for the club.
"With Celonis, we've found the perfect partner — one that plays in the top league when it comes to process optimisation," Diederich said.
"Celonis' innovative technology will take our processes to the next level, helping us create added value and achieve maximum efficiency. Together, we can share our passion for precision, innovation, and performance from Munich with the world — and continue to deliver top results."
Celonis is headquartered in Munich and New York City, with a presence in more than 20 locations globally, including an office in Melbourne. It was recently named a Leader in the Gartner Magic Quadrant for Process Mining Platforms for the third consecutive year, achieving the top position on both the Ability to Execute and Completeness of Vision axes.
The company now joins a select group of partners supporting one of Europe's most successful football clubs, as FC Bayern looks to apply cutting-edge technology to maintain its competitive edge both on and off the field.
