News
Marketing can change the world

Bayern Munich partners with Yahoo Sports to increase brand awareness in key markets

Bayern Munich has announced a new partnership with Yahoo Sports in an agreement that will see the media giant promote the German club’s content in key markets such as Asia, US, Latin America and central Europe.

Yahoo Sports will deliver strategic programming, creation and promotion of FC Bayern content globally, helping the club compete with its European rivals such as Manchester United, Real Madrid and Barcelona in promoting its brand in new markets.

As part of the agreement Yahoo Sports will syndicate Bayern’s editorial and video content, including player interviews and features, for programming in English, Spanish and German.

The deal with the Bundesliga champions represents an important acquisition for Yahoo given that the company’s EMEA head of editorial, Gunther Picker, described football as “a huge focus for Yahoo.”

Picker said “with FC Bayern Munich, we were able to get one of the most internationally-renowned sports teams on board, and through this partnership, we are able to expand our premium content offering.”

Executive board member of internationalisation and strategy of FC Bayern Munich, Joerg Wacker, said: “Yahoo’s extensive reach provides us with a unique platform to connect with new fans in key markets like the U.S. and Latin America. This partnership will support the club’s continued internationalisation, bringing the FC Bayern brand closer to all of our fans around the world.”

The Yahoo deal is the latest in a line of moves from Bayern to mirror what many other top European teams are doing to gain a brand awareness outside of their native Europe. Last summer the club partnered with leading football website Goal.com to promote exclusive content from the club in North America and Asia.

Tony Connelly

I cover media, marketing and sponsorship news within the sports industry. This not only includes breaking news but writing feature pieces with insights from experts in the sports marketing world.

All by Tony