05-02-2025
Bayern boss calls for bigger clubs effort in international marketing
Bayern Munich CEO Jan-Christian Dreesen has called for more Bundesliga clubs to travel and play abroad in the off-season to help rise international marketing income.
"It is not right that two years ago only [Borussia] Dortmund and Bayern Munich from the Bundesliga were travelling far abroad during the summer break," Dreesen said on Wednesday at the SpoBis conference in Hamburg.
"How do we expect the Bundesliga to be visible to the outside world beyond the screen?
"As a team, we also have to be tangible in a stadium, and that includes travelling abroad, whether that's in Asia or North America or wherever."
Dreesen said that more clubs should travel, and to "the markets where we believe there is potential."
The Bundesliga is generating around €200 million ($207 million) fro international marketing, which is one-tenth of which the English Premier League generates.
Dreesen said that while only Bayern and Dortmund travelled far two years, 13 of the 20 English top flight sides went international.
"That can't be right," he said, adding that there is "a long, long road", and that "we as Bayern must find our own way to complement this with other measures for us."
