FC Bayern and Google Gemini Launch Fan AI-DEATION Ideas Competition

The club's first fan AI ideas competition, run with Consumer AI Partner Google and backed by UnternehmerTUM, ends with a jury pitch at the Allianz Arena in February.

FC Bayern Munich has launched FC Bayern Fan AI-DEATION, a competition inviting supporters to propose ways artificial intelligence could make the club's digital and physical fan experience more personal or sustainable. The club is running it with Google Gemini, its Official Consumer AI Partner.

Bayern said it is the first time it has run the format. Google is supporting the program with its Gemini AI assistant, expertise and technology. UnternehmerTUM, the entrepreneurship and innovation center at the Technical University of Munich, is providing content support. Submissions are open now and close Nov. 16, 2026.

Bayern is seeking ideas in six areas. Digital fan experience covers the app, email communication, and community building. Content and storytelling covers personalized content and new formats. Stadium experience includes second-screen features and smart operations. Merchandising covers personalized products, range planning and omnichannel shopping. Ticketing covers purchasing, the customer journey, and dynamic capacity management. Proposals outside those areas are also accepted if they are relevant to the club. Bayern said it is also asking fans for feedback on how the club should use AI responsibly, and that it will take that input into account in future AI decisions.

Entry is open to anyone 18 or older, wherever they live, individually or in teams of up to three. Entries can be in German or English and require a free Google Account. Concept outlines and prototypes are both accepted. Judging criteria are relevance to FC Bayern and its fans, innovation and creativity, feasibility and usefulness, and the clarity and quality of the presentation. Bayern says it will exclude purely commercial proposals that are not fan-oriented.

Shortlisted entrants will be notified at the end of November and will give five-minute online pitches to club staff. Finalists will be named in December. They will work on their ideas with Bayern experts and Google technology before a co-creation event in the press conference area of the Allianz Arena, timed around the Bundesliga's Matchday 20 home game in February, where they will pitch to a jury.

Finalists receive tickets to that home match, travel costs, one night's accommodation and a Bayern jersey. The winning team receives tickets to a UEFA Champions League home match at the Allianz Arena, a new Google Pixel smartphone, a matchday stadium tour and accommodation. Bayern said the winning idea will then be assessed with the club for feasibility, and that the competition could help start a future pilot project. Entrants keep the copyright to their ideas. Bayern gets the right to present them during the competition and to use them, in consultation with the entrant, if an idea is implemented.

The competition builds on the Google partnership Bayern unveiled Aug. 10. That long-term agreement, which began with the 2026–27 season, named Gemini the club's first Official Consumer AI Partner and Google Pixel its Official Smartphone Partner for the men's and women's teams.

"Football is emotion, and we are always looking for ways to intensify the FC Bayern experience and set benchmarks. With Google Gemini and Google Pixel, we are opening a new chapter for our fans when it comes to closeness to our club." — Rouven Kasper, Board Member for Marketing and Sales, FC Bayern Munich (from the Aug. 10 partnership announcement)

Bayern added a second AI category on Sept. 9, naming Wonderful its Official Enterprise AI Partner in a three-year global deal that began with an AI agent for matchday digital ticket support. Wonderful has no announced role in AI-DEATION.