Bayern Munich eyes U.S. market as key focus ahead of World Cup boom
DFL Deutsche Fussball Liga / Getty Images / Daniel Kopatsch| Micheal Diederich has been a member of the FC Bayern München board since April 2023.
Bayern Munich are focusing on the U.S. as a “utmost important spot” ahead of the 2026 World Cup and the 2025 Club World Cup, according to executive vice chairman and CFO Michael Diederich.
The Bundesliga and NFL’s collaboration highlights the potential for sports leagues to exchange strategies, with Diederich noting how Bayern can learn from the NFL’s approach to internationalisation.
Why it matters: Bayern’s ambitions in the U.S. are part of a broader effort by German football to expand internationally, a necessary step to remain competitive against leagues like the Premier League.
The perspective: Bayern Munich’s challenge lies in balancing their strong German identity with the demands of global markets, as the club navigates how to grow internationally without losing sight of their roots.
28 November 2024 - 6:41 PM
A couple of weeks ago, the Allianz Arena, home of FC Bayern Munich, hosted an NFL game between the Carolina Panthers and the New York Giants.
This marked the NFL’s second game in Munich and showcased the relationship between two global sporting giants - football and American football. For Bayern Munich, the event wasn’t just about hosting; it became a platform to reflect on their own international ambitions, particularly in the U.S., a market of growing importance.
Michael Diederich, Bayern Munich’s executive vice chairman and CFO, sheds light on how the club is navigating the challenges of expanding into the U.S. market while staying true to their German roots, sharing insights into the club’s plans and his visions for German football.
U.S. and Germany: Key markets for growth
Bayern Munich views the U.S. as one of their most crucial international markets, reflecting a commitment to strengthening its presence in the region.
“Germany and Europe is one of the most important markets for NFL. The other way around the U.S. for us is one of the important markets,” Diederich said.
IMAGO | Tifo at the NFL game at the Allianz Arena in Munich, showing the Germany and U.S. flags.
The club have had an office in the U.S. for over 10 years, underscoring the importance of local partnerships. Their collaboration with Los Angeles FC and their relationship with the NFL team, Kansas City Chiefs, exemplifies the value of such relationships in the U.S. market.
“To enter the US market, you need to have a local angle and a local partner to navigate to all the do's and don'ts in the region, especially in the US,” Diederich explains.
But Bayern can’t make the Bundesliga popular in the U.S. alone. Diederich highlights the need for a nuanced approach to penetrate a market as diverse as the U.S.
“It is not only us, but you also have 36 clubs organised in the DFL. It is all their responsibility in working on that internationalisation of the brand and of the attractiveness of the German football,” he noted.
The club sees these collective efforts as vital for competing with leagues like the Premier League, which has already established a significant global footprint.
Taking notes from the NFL playbook
The partnership with the NFL has provided Bayern with valuable insights.
As Diederich explained. “The willingness to expand and to internationalise the product and the sport to other regions” is something the Bundesliga could take inspiration from.
Events like the NFL game in Munich serve as a win for multiple stakeholders.
“For the city it is a win, for our stadium it is a win for the audience, for sure, it is a win.”
LAFC’s global reach: How the MLS club’s ownership web spans 14 countries and major clubs
29 January 2024 - 2:46 PM
While the collaboration between the NFL and Bundesliga is strong, there are clear differences in approach.
Peer Naubert, chief marketing officer of Bundesliga International, made it clear that the Bundesliga has no plans to emulate the NFL’s practice of playing competitive games abroad.
“I think it's super unrealistic that we will ever play a regular season game anywhere abroad, not even in the states, because the Bundesliga stands for ‘football as it's meant to be,’ and we believe that the Bundesliga is rooted in Germany and will always be played in Germany.”
“It’s a priority”
Despite its domestic roots, Bayern Munich is committed to international growth. The club's global fan base spans continents, as Diederich emphasised.
“We have a huge fan base in Germany, sure, but we also have a huge fan base internationally.”
The club’s efforts are guided by a dual focus on expanding internationally while staying true to its local heritage.
And particularly with the major international events on the horizon, the upcoming 2026 FIFA World Cup and the newly expanded 2025 FIFA Club World Cup, Bayern Munich continues to see the U.S. as a crucial focus.
These events provide Bayern with unique opportunities to deepen their engagement with American fans and partners.
“The US for sure is important for us and especially because of these two big events which are going to happen next year and the year after. So, for us it is a priority, let me put it that way,” Diederich says.
