Bayern Munich’s club president, Herbert Hainer, has expressed his concern over the lack of presence of the Bundesliga in important markets such as Asia and the United States compared to other top European leagues. Hainer made these remarks during Bayern Munich’s tour in Tokyo, Japan. Currently, only Borussia Dortmund is also on an overseas tour with several friendly matches in the USA.
“I believe that the Bundesliga needs to make much more effort in this regard,” said Hainer. He criticized the fact that there are only one or two flagship clubs for the Bundesliga in international marketing, with Bayern Munich being one of them. However, Hainer emphasized that this is not enough and called for more engagement from other clubs and the German Football League (DFL), which needs to improve its conceptual approach.
“The revenues generated by the DFL in international marketing show that we are moving backwards rather than forwards. This clearly indicates that we need to do much more,” Hainer stated. “All clubs need to participate, but the DFL also needs to provide a concept on how we can implement this together with each individual club.”
Currently, the Bundesliga’s TV rights in foreign markets bring in approximately 160 million euros per season. However, this is significantly lower than the gross revenues of around 275 million euros that were achieved in the past. The Premier League, with its financial strength, has outpaced the Bundesliga in international marketing. During the ongoing preseason, about half of the English Premier League clubs are conducting promotional tours in Asia or the USA.
As part of their tour, Bayern Munich will play friendly matches against Champions League winners Manchester City and FC Liverpool in Tokyo and Singapore. Dortmund will also face two top English clubs, Manchester United in Las Vegas and FC Chelsea in Chicago.
While Dortmund has traditionally prepared for the season in neighboring countries, particularly in Bad Ragaz, Switzerland, Bayern Munich has been conducting marketing trips to the USA and Asia for many years, except during the COVID-19 pandemic.
Hainer’s call for increased marketing efforts and engagement from all Bundesliga clubs and the DFL highlights the need to bridge the gap with the financially dominant Premier League in international markets.
How can the Bundesliga effectively address the current lack of popularity in Asian and American markets, and what strategies should be implemented to resolve this issue
The Bundesliga is not as visible or popular in important markets like Asia and the United States compared to other top European leagues. Hainer made these comments while Bayern Munich was on a tour in Tokyo, Japan. At present, only Borussia Dortmund is also on an overseas tour, playing several friendly matches in the USA.
Hainer emphasized the need for the Bundesliga to put in more effort in addressing this issue. He expressed his disappointment with the current situation, stating that it is a problem that needs to be resolved.
International marketing efforts are crucial for Bundesliga clubs to maintain their global influence and compete with other top-tier leagues. Bayern Munich’s president’s call for increased efforts in this regard is a step in the right direction to strengthen the league’s brand and attract a wider international audience.
International marketing efforts are crucial for Bundesliga clubs to enhance their global presence and Bayern Munich President’s call for such efforts is a step in the right direction. Expanding their reach beyond Germany will not only help them attract top talent but also strengthen the league’s competitive edge on the international stage.