Bundesliga and Bayern scale up US operations as World Cup momentum builds
IMAGO | Bayern Munich were knocked out by Paris Saint-Germain in the quarter-finals of this year’s Club World Cup in the United States.
The Recap
The Bundesliga and Bayern Munich are stepping up their US push through fan events, youth initiatives, local offices and strategic partnerships, as outlined by Bundesliga Americas EVP Robin Austermann and Bayern’s Americas managing director Julia Willer.
Data Insight
The Bundesliga has attracted more American players (81) than any other top European league and drew 8.6 million viewers in the United States in 2024 - the Premier League, which remains dominant, has 36.2 million viewers.
Why It Matters
The US is the world’s largest sports media market, and as football continues to grow, success there could materially lift the Bundesliga’s and Bayern’s fan bases, media reach and sponsorship revenues amid intense competition.
The Perspective
To keep pace with the Premier League and other global rivals, the Bundesliga and its clubs are increasingly focused on high-growth markets such as the US, where long-term media and commercial upside remain.
17 December 2025 - 5:30 PM
With the 2026 World Cup approaching and millions of US viewers tuning in each year, the Bundesliga and Bayern Munich are accelerating their push into the world’s most lucrative sports market.
Both the league and its clubs have long viewed the US as strategically important from both a sporting and commercial perspective. The Bundesliga’s track record of attracting American players, 81 in total, more than any ot
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