The rise and rise of Bayern
Bayern Munich’s economic power is becoming evident as the German Bundesliga champions grabs third spot in Deloitte’s latest Football Money League with revenues of €488 million in the 2013/14 season. Bayern is looking to follow the likes of Manchester United and Liverpool in increasing its international footprint and has moved beyond the borders of Bavaria and Germany - last season, the club even opened an office in New York and launched a dedicated US website, while its 26 million Facebook likes along with 1.8 million Twitter followers are global.
The club knows its strategy is working too. “There is no doubt that Bayern is at a stage they have never been before, both on a sporting level and financially,” said chief executive Jan-Christian Dreesen.
Powerful brands are providing their backing. Bayern can boast strategic partnerships with adidas (kit provider), Allianz (stadium naming rights partner) and Audi (lead sponsor and mobility partner). This impressive trio of allies have Bavarian-headquarters, plus they hold 8.33% stakes in the club’s parent company.
Bayern will also get a leg-up, along with its fellow German clubs, from 21st Century Fox, which has picked up the global rights for German matches in 80 markets in Asia and North and South America, as well as in a number of European territories.