Bayern Munich – the Bundesliga’s pioneers for internationalization |

FC Bayern Munich is continuously increasing its global standing. But how does the club benefit from its sponsors in its internationalization plans? And why does it need the entire football Bundesliga to achieve its goals? Bloomberg looks at the German soccer team’s plans to boost their global brand.


Listed Dortmund

Dortmund, Germany’s only publicly traded club, sold stakes to Evonik Industries AG, Puma SE and insurer Signal Iduna Allgemeine Versicherung AG this year. The three companies paid 69 million euros in total as the club raised 114 million euros in a capital increase, it said Sept. 9.

“We need the internationalism of these partners to be able to benefit in a substantial way in the long-term,” Dortmund CEO Hans-Joachim Watzke said in a July interview.

KKR & Co. (KKR) agreed to invest 61.2 million euros in Hertha Berlin and take a 9.7 percent stake in January, while Stuttgarter Nachrichten reported in July that Daimler AG was preparing to buy a holding in VfB Stuttgart, whose stadium neighbors its global headquarters.

Yet, even as Bayern Munich has become an indomitable force in its home country, it lags behind teams in England’s Premier League in international standing, according to Philipp Kupfer, a consultant at Cologne-based sports marketing specialist Repucom Deutschland GmbH.

“In terms of the Bundesliga, Bayern Munich are really the pioneers for internationalization,” he said by telephone. “But the English clubs are significantly stronger.”

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