Bayern Munich‘s Marketing and Sales Officer, Rouven Kasper, has called on other Bundesliga clubs to significantly increase their activity in international markets to boost the league’s overall appeal. Kasper emphasised that while Bayern is actively pursuing global growth, a collective effort is essential for the Bundesliga to compete effectively on the world stage.
Speaking in München, Kasper highlighted Bayern’s strategic focus on expanding its media and commercial departments. He noted the club’s strong momentum, particularly after Harry Kane’s Ballon d’Or win, and stated that the aim is to sustain this high level of interest. Bayern is exploring options like opening infrastructure in other continents to better understand and adapt to local markets.
Bundesliga’s Global Ambition
Despite Bayern’s individual efforts, Kasper believes the entire league needs to elevate its game. “The league needs to be better and bring more reach,” Kasper stated, positioning Bayern Munich as the “spearhead of German football.” He stressed that for the Bundesliga to truly grow, it requires more than just the contributions of its biggest clubs.
Kasper drew a comparison with the English Premier League, noting that 13 Premier League clubs played abroad during pre-season in the last two years, compared to only five Bundesliga clubs. This disparity, he suggested, indicates a need for greater proactivity from German teams.
A Call for Collective Action
The Bayern executive urged the other 16 teams in the top flight to play a more significant role in expanding the league’s international footprint. He argued that relying solely on Bayern and Borussia Dortmund to drive global interest is not sustainable.
“Bayern along with Dortmund can’t do that alone, so we need more activity from the other clubs in different markets,” Kasper explained. He pointed out that teams from the UK and Spain’s La Liga are already making substantial efforts in this regard. Kasper concluded by stressing the importance of team spirit and cooperation to push the Bundesliga’s international growth forward.