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Bayern Munich FC to increase global brand awareness with partnership

Bayern Munich football club will attempt to grow its brand awareness in on North American and Asian markets through a new partnership with leading football website

The deal will include the mutual exchange of content across all digital platforms with a particular focus in promoting the content in North America and Asia where the German club wants to increase its 400 million strong fan base.

Both parties are expected to benefit from the partnership, with FC Bayern receiving editorial and video content surrounding the Bundesliga from which is designed to offer fans comprehensive coverage on the club’s media platforms.‘s website operates 37 localized editions in 18 languages which gives it a huge global reach and millions of monthly visitors. It will benefit from receiving behind-the-scenes content from club which will in turn help grow its viewership and brand awareness.

Executive Board Member of Internationalization and Strategy of FC Bayern Munich, Joerg Wacker, described the partnership as “an important step in our internationalization strategy“ and said that the agreement would increase the club’s “visibility in our target markets in the U.S. and China.”

Martyn Jones, Global GM of was “delighted“ to formalize the collaboration with FC Bayern and added that the website’s influence and scale in emerging football markets “supports Bayern’s global development.”