How do you establish a global sports brand? How do you create a fan base? On Monday morning (local time) Jörg Wacker, FCB board director for internationalisation and strategy, and Rudolf Vidal, Managing Director of Bayern's New York office, tackled these questions at Manhattan's Columbia University. More than 100 listeners, including sports management graduates and alumni, bombarded them with questions in a talk. Wacker stressed that FC Bayern attach importance to “good and sustainable” policies: “It's not about going here, sacking the money and leaving again. We're active in the US 365 days a year. Our current tour is only the climax.”
FCB pros in Manhattan
After training on Monday morning the Bayern stars had several marketing appointments in New York City in the afternoon. David Alaba and Javi Martínez visited the presentation of FCB's new partner EA Sports. Holger Badstuber and Tom Starke met SAP staff, whereas Sven Ulreich and Julian Green dropped by the Allianz HQ. Philipp Lahm, Rafinha, Paul Breitner and Raimond Aumann enjoyed the Paulaner brewhouse in Manhattan. Xabi Alonso, Juan Bernat, Jérôme Boateng, Thiago and Arturo Vidal were in front of the camera for Audi.
