FC Bayern continues to drive its international expansion. While the Munich team competes for titles on the field, club officials are also working off the field to strengthen the German record champion’s brand worldwide. The club has now announced a new partnership with the Chinese video and streaming platform Bilibili.
Through this partnership, Bayern aims to further expand its digital reach in China and, in particular, to reach younger soccer fans. The Chinese market has played a key role in the record champion’s international marketing strategy for years.
The partnership does not come as a complete surprise. As early as October 2021, FC Bayern had launched its own channel on Bilibili. Since then, the platform has become an important hub for Chinese fans. The new deal is intended to significantly intensify the existing collaboration.
Bayern boss emphasizes the importance of the Chinese market
Rouven Kasper, FC Bayern’s Executive Board Member for Marketing and Sales, underscored the strategic importance of the partnership during the announcement. “China is a significant market for FC Bayern,” explained the Bayern executive.
The record-holding champion has been active in the region since early on and has built close relationships with local fans over many years.
Through Bilibili, the club now aims to penetrate the digital lives of Chinese fans even more deeply and create additional opportunities for direct engagement.
According to the club, the Munich-based team is already among the top three international soccer clubs on digital platforms in China. The new partnership is intended to help further expand this position and strengthen the bond with the Chinese fan base in the long term.
Monthly live shows from Shanghai planned
A central component of the new deal is regular live programming produced specifically for Chinese Bayern fans.
Monthly broadcasts from a studio in Shanghai are planned. The club will rely on local hosts, some of whom it has been working with for several years.
This is intended to give viewers even deeper insights into the world of FC Bayern. At the same time, the programs are designed to foster direct interaction between the club and its community.
The agreement is also of great significance for Bilibili. General Manager Zhikai Wang described the partnership with the German record champion as a special honor.
The successful growth of the Bayern channel since its launch in 2021 has demonstrated just how great the interest in the Munich club is within the Chinese soccer community.
Bayern Strengthens Its International Brand
For FC Bayern, the partnership is another building block in its global growth strategy.
In addition to on-field success, international marketing is playing an increasingly important role. Digital platforms, in particular, enable the club to reach millions of potential fans who are unable to attend games at the stadium on a regular basis.
With Bilibili, the Munich-based club is partnering with a platform that holds significant influence, particularly among young and tech-savvy users in China.
Specific financial details of the agreement have not yet been disclosed. It therefore remains unclear what additional revenue the record champion expects to generate from the partnership.
One thing is clear, however: FC Bayern aims to further solidify its position in the Chinese market and expand its international reach in the long term.