Allianz strengthens brand with Harry Kane as ambassador

Harry Kane of Bayern Munchen celebrate the win during the UEFA Champions League, Round of 16, 2st leg match between Bayern Munchen and Lazio.
Editorial credit: Orange Pictures /

German finance firm Allianz has announced a global brand ambassador partnership with FC Bayern Munich player and England captain Harry Kane.

Under the multi-year agreement, Allianz and Kane will collaborate on global marketing campaigns aimed at ‘inspiring the next generation’.

Kane, who will captain England in the team’s first game at UEFA Euro 2024 in Germany this Sunday (16 June), has been as dedicated off the pitch as he is on it. In October 2022, the Bayern Munich forward launched the Harry Kane Foundation (HKF) with the long-term goal of transforming how a generation thinks about mental health.

Allianz has emphasised that this partnership with Kane highlights its commitment to supporting team sports like football, which play a crucial role as societal stabilisers and health promoters. Additionally, Allianz aims to drive mental wellbeing initiatives among its staff and promote financial literacy in wider society.

Commenting on the agreement, Kane said: “Allianz is a worldwide brand and I’m incredibly proud to be their global ambassador. Their commitment to excellence aligns perfectly with my own and I can’t wait to see what we can achieve together.”

Kane’s initiatives aren’t the only thing that links himself to the German financial company, however. Allianz is a long-standing partner of his current club.

The 20-year-long partnership between Allianz and FC Bayern has seen various initiatives, from obtaining the naming rights to the Allianz Arena, to supporting the men’s, women’s, and youth teams, as well as engaging fans through digital and social media activations.

In 2023, Allianz extended this agreement until 2033 and recently became the sleeve sponsor for FC Bayern’s men’s team, featuring a logo with an embedded QR code that allows fans to participate in contests and activities.

Bernd Heinemann, Heading Group Strategy, Marketing and Distribution at Allianz SE, commented: “It is with great pleasure that we welcome world-renowned athlete Harry Kane to our brand ambassador program. Kane is a role model for many fans globally, particularly in Europe, the United Kingdom and Asia. 

“As a new Allianz ambassador, Kane will help strengthen our brand appeal across all generations in the fan community – from younger, fully-digital fans to footfall-enthusiastic families – and encourage them to engage in sports and their personal finances.”