Global marketing strategy in professional sports. Lessons from FC Bayern Munich

This study analyses the global marketing strategy developed by FC Bayern Munich, one of the most successful football clubs in terms of athletic achievements, financial performance and number of worldwide supporters. It aims to shed light on the efficacy of the club’s management in addressing the demands of the existing stakeholders as well as its rapidly expanding global fan base among other aspects. To achieve these goals, an in-depth analysis based on the study of technical reports, official websites, commissioned consultancy studies and surveys has been conducted. A series of interviews with academics and supporters was also conducted. Findings reveal that FC Bayern Munich has already taken strides towards addressing the needs of its original local supporter-owners as well as those of its global fans. Other points discussed include strategies to increase the target market, to become more international and to close important deals and sponsorships.