FC Bayern has recently called for greater international engagement from its Bundesliga rivals. But the Munich club apparently doesn’t want to stop at public appeals. Behind the scenes, the record champion is already working on concrete plans—and could play a central role in this effort itself.
The international marketing of the Bundesliga has once again become a major topic at FC Bayern, at least since the team’s recent trip to Asia. President Herbert Hainer has repeatedly emphasized that the German record champions cannot be solely responsible for the Bundesliga’s global presence.
Now, the Munich club apparently wants to make a concrete contribution itself. According to information from SPORT1, ideas and concepts are already being developed at Säbener Straße, which are to be presented to the other German professional clubs at a later date.
The overarching goal: The Bundesliga should work together to tap into new markets and present itself more strongly than before as a unified product on the international stage.
Bayern is considering mini-tournaments abroad
One particularly interesting idea involves joint trips abroad by several German clubs. According to the report, FC Bayern could act as a sort of host or initiator and organize mini-tournaments with other Bundesliga clubs.
Instead of individual clubs traveling independently through Asia or the U.S., several German teams could travel together. This would not only increase attention for the respective clubs but also bring the Bundesliga as a brand more into the spotlight.
Rouven Kasper, the chief marketing officer, had already hinted during the trip to Asia that FC Bayern would like to take a more proactive role in this area going forward. “I believe we also need to get into a position where, as the spearhead, we engage even more actively in Bundesliga discussions and raise issues—not just politically, but also, when appropriate, simply by coming up with good ideas on how we can go abroad together with the other clubs,” Kasper explained.
Hainer Calls on Bundesliga Clubs to Take Action
These remarks align with the clear statements made by Herbert Hainer. During the trip to Asia, the Bayern president had publicly called on the Bundesliga’s rivals to step up. “If FC Bayern takes the lead, the others can’t just stand still. Internationalization isn’t a solo effort—the league has to follow suit,” the 72-year-old made clear.
Hainer sees a particularly large gap to close when compared to the Premier League. He noted that the English league has a much stronger international presence and thus reaps economic benefits from its enormous global reach.
“It’s unacceptable for FC Bayern to be pulling the cart alone; we need much more active support from the entire Bundesliga—not just from one or two clubs, but from the whole Bundesliga,” Hainer demanded.
Bayern apparently does not intend to stop at this criticism. With its own initiatives and potential joint international tournaments, the record champion could now take the lead in decisively advancing the internationalization of the Bundesliga.