Mia San Mia - the new brand film

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FC Bayern has been delighting its fans for over 122 years with amazing experiences and triumphs on and off the pitch. Everyone at Germany's most decorated club works as one. "Nobody will be successful alone," says CEO Oliver Kahn. Success at FC Bayern means more. "FC Bayern stands for togetherness and diversity," adds president Herbert Hainer.

After defining the strategy and the mission statement, FC Bayern's past, present and future have now been brought together in the new brand film. We're looking ahead - or to put it in the words of honorary president Uli Hoeneß: "Bayern Munich must always remain Bayern Munich."

The words of the FC Bayern brand film

Linked to success like Munich to the Alps.
Like Beckenbauer to number 5.
Like Müller to scoring goals.

But that's just the beginning.
Because at FC Bayern, success means more.

Our members are not just a strong support base.
They are the feeling of belonging.
Our followers don't just follow us.
They share our passion.
Our history has never held us back.
It always pushes us forward as an independent club.

Our fans support us and motivate us to do our best.
Everywhere and anytime.
That's why we are committed to always giving back to them.

We are one team. One club. One community.
Deeply rooted in Bavaria. Uniting fans all over the world.
Open to everyone who lives our values.

We don't just inspire through our heroes.
We have club legends and heroes, no question.
But what really lets us shine is our unity.

We stand together.
When we're up – and especially when we're down.
Because we believe that we can achieve anything, if we are one.

We lead with heart and a commitment to our values.
A commitment that is timeless.
Bigger than one player - one team - one sport. Bigger than sports.

So when it gets loud, that's just a symbol for our passion.

We stay committed to our way and inspire others to join us.
That's what has made, makes and always will make us successful.

MIA SAN MIA - We are who we are

Click here for FC Bayern's guiding principles

Click here for FC Bayern's strategy


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