Bayern Munich marketing director Rouven Kasper has criticised Bundesliga clubs for doing too little to promote themselves internationally, urging them to follow the example of leading English sides and invest more strategically in overseas markets.
Kasper’s comments came before Bayern Munich begin their 10th summer tour of Asia. He echoed concerns previously raised by Bayern president Jan-Christian Dreesen, arguing that German football’s international expansion has fallen well behind that of Europe’s leading leagues.
Speaking to Sky Sport, Kasper questioned the limited number of Bundesliga clubs arranging overseas tours.
“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 have to think more strategically,” he said.
Kasper contrasted the approach of German clubs with that of teams from the Premier League, whose international tours have become a regular part of their pre-season preparations.
“The English travel all over the world, which means German clubs also have to take the initiative. You cannot stay at home and then complain about falling revenues. If you do nothing, you will get nothing,” he added.
He said Bundesliga clubs needed to operate beyond Germany’s borders if the league was to improve its visibility and presence around the world.
Kasper also highlighted the decline in television income from important international markets, including the United States and Japan. He called on the German Football League (DFL) to work with clubs on a coordinated strategy rather than leaving Bayern Munich to carry the burden alone.
“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 revenue gap
Bundesliga international television rights currently generate €218m, while total sponsorship income stands at €302m. Those figures are dwarfed by the Premier League, which earns about 10 times as much, and La Liga, whose revenue is three times higher.
Bayern Munich’s latest Asian tour will take the club to Jeju Island in South Korea and Hong Kong, where the squad will remain until 8 August.
The German champions are scheduled to play two friendly matches during the trip. They will face Jeju SK on 4 August before meeting English club Aston Villa on 7 August.
Kasper said Bayern’s own international strategy already identifies specific priority markets. In the Americas, the club has so far concentrated on North and Central America, although South America is becoming increasingly attractive.
“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 have to turn our attention to India, Indonesia and Thailand and try new experiences there,” he said.
