Bayern Munich marketing chief tells Bundesliga clubs to take their game worldwide

Rouven Kasper, Bayern Munich’s marketing director, has criticised Bundesliga clubs for doing too little to promote German football internationally, urging them to follow the example of leading English sides and expand their presence overseas.

Kasper’s comments came shortly before Bayern began their 10th summer tour of Asia. He said German football was falling significantly behind Europe’s major leagues in its international strategy, with clubs failing to do enough to build audiences and commercial opportunities in overseas markets.

Speaking to Sky Sport, Kasper highlighted the limited number of Bundesliga clubs travelling abroad this summer.

“After the end of the season, Leipzig went on an overseas tour, and this summer only Bayern Munich and Dortmund are travelling around the world, while Paderborn will fly to the United States in September. That is far too little! Bundesliga clubs need to think more strategically,” he said.

Kasper compared the approach of German clubs unfavourably with that of teams from England, who regularly use international tours to strengthen their global profile.

“The English travel all over the world, which means German clubs must also take the initiative. You cannot stay at home and then complain about falling revenues. If you do nothing, you will get nothing,” he added.

His remarks follow similar calls from Bayern president Jan-Christian Dreesen for the Bundesliga to increase its international reach. Kasper said German clubs and the league must be more willing to operate beyond their domestic market if they are to improve the visibility and standing of German football worldwide.

He also pointed to a decline in television income from important international markets, including the United States and Japan.

“It is unfortunate that declining media revenues in countries such as the United States and Japan have become a reality, but that is an additional reason for the league to work with us to find strategic ways to strengthen activities. Bayern Munich cannot travel everywhere on its own,” Kasper said.

International Bundesliga television rights currently generate €218m, while the total income from broadcasting and sponsorship stands at €302m. That figure is dwarfed by the Premier League, which generates about 10 times as much, and La Liga, whose income is three times higher.

Bayern’s latest Asian tour will take the club to Jeju Island in South Korea before they travel to Hong Kong. The trip runs until 8 August and includes friendly matches against Jeju SK on 4 August and English club Aston Villa on 7 August.

Kasper also outlined Bayern’s own plans for further expansion outside Germany. He said the club had clearly defined target markets, with its work in the Americas focused so far on North and Central America.

“Our target markets are clearly defined. In the Americas, we have so far focused on North and Central America, but South America is becoming increasingly interesting. The situation is also clear in Asia, and we need to turn our attention towards India, Indonesia and Thailand and gain new experiences there,” he said.