Bayern boss demands more commitment to foreign marketing

Bayern Munich CEO Jan-Christian Dreesen demands more efforts by the Bundesliga clubs for international football marketing. “It is not right that two years ago only Dortmund and FC Bayern Munich were traveling in the more distant abroad during the summer break,” said the 57-year-old at the Spobis Sportbusiness Conference in Hamburg.

Dreesen asked: “How do we want to expect the Bundesliga to be visible outside of the screen?” The clubs should be tangible. “As a team, we also have to be experienced in a stadium, and that includes moving in distant countries, whether this is now in Asia or in North America or wherever,” said the head of the German record champions. “Of course in the markets, where we also believe, the potential is.”

English clubs are much more active abroad

The Bundesliga receives around 200 million euros from foreign marketing. The income of the English Premier League, on the other hand, is more than two billion euros. Two years ago, two Bundesliga clubs were traveling in further countries, but 13 Premier League clubs were on the road in summer, Dreesen said: “That can’t be right.”

It is “a long, long way, and as Bavaria we have to find our own way to add other measures for us”.