FC Bayern International

Bayern Munich is much more than just a football club. It’s a community that links people around the world. With a loyal global fan base and numerous international partnerships, FC Bayern wants to share values such as team spirit and passion beyond borders.

Michael Diederich, FC Bayern deputy CEO: “FC Bayern is at home in Munich and also has fans across the world for whom we want to be a club that can be experienced and approached. We have therefore developed a unique and effective concept for our internationalisation strategy with a combination of foreign offices and the expertise of local employees. Thanks to our local presence, we understand cultural differences better and can respond specifically to the wishes of our fans and partners. In this way, we not only strengthen our global reach, but also our connection to our international communities, and can also be the FC Bayern for people further away that always gives everything for its fans.”

With around 500 official fan clubs in 100 countries and around 92 percent of non-German followers on social media platforms, FC Bayern ensures that it is always accessible and tangible for its fans across the world. It communicates in 10 different languages and is continuously expanding its presence on social media.

The club’s global youth football programmes are another key component of the internationalisation strategy. These programmes offer boys and girls around the world the opportunity to grow both as athletes and people through FC Bayern’s training philosophy, from their first steps through to professional football.

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