211209-AHEAD

FC Bayern unveils strategy

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In October, FC Bayern presented its mission statement to all employees, now the club has unveiled its strategy developed within the framework of FC Bayern AHEAD. President Herbert Hainer, CEO Oliver Kahn, executive vice chairman Jan-Christian Dreesen and board members Hasan Salihamidžić and Andreas Jung explained the club's vision, mission, core values, ambitions and strategic initiatives.

Herbert Hainer addressed all colleagues directly by way of introduction: "FC Bayern certainly does not need a revolution. That is neither necessary nor our goal. Rather, it is about constantly striving to become better, about permanently further developing our club, both nationally and internationally. We have a strong foundation - and now we have to build on it so that FC Bayern continues to set standards in the future as it has done in an unparalleled way in the past. We must and will tackle this goal throughout the entire club."

Oliver Kahn then went into the key contents of the strategy: "The basis of our strategy is what FC Bayern is at its core. It gives us direction and shows us what we are aiming for in the coming years. We need a clear strategy in the next few years to counter the stagnation of our core business, the effects of the coronavirus crisis, the changing needs of the fans as well as the wealthy investors that are already increasingly bringing about momentous changes in international football. Many top European clubs now have a significant competitive advantage, and we as FC Bayern must find ways to remain competitive. To do this, we need new impetus for growth."

The CEO first presented FC Bayern's vision: "We are the most inspiring global football club, sustainably successful, on and off the pitch, united with our fans." Kahn then explained the German record champions' mission ("We inspire with outstanding experiences - and with what makes us successful") before outlining FC Bayern's three core values: success, inspiration and commitment. "As a top global club, we are obliged to succeed. Inspiration means that we inspire others with what we do. Commitment involves hard work, but also social commitment and social responsibility," said the CEO.

Executive vice chairman Jan-Christian Dreesen, who is responsible for finance and human resources, among other things, board member for sport Hasan Salihamidžić and executive board member for marketing, sponsorship and events Andreas Jung then took the employees through the planned initiatives in their respective board areas, which will be implemented in the coming months. "In the end, a strategy is only as good as its implementation," said Kahn.

The mission statement, i.e. the vision, mission and values, form the framework of the club-wide strategy. "It is about preserving what is special about our FC Bayern," Kahn clarified. "We want to remain an independent, self-determined and sustainable club."