FC Bayern strengthens global ambitions with expanded management commitment

FC Bayern has decided on further measures to promote its international presence and strengthen its commitment to global partnerships and fan work. Peter Romics, director of global commerce, and Benjamin Hoeneß, director of global partnerships, will jointly manage FC Bayern's international activities with immediate effect and report directly to FC Bayern board member Michael Diederich as managing directors of FC Bayern International GmbH.

With this move, FC Bayern will focus on expanding its global reach and deepening its collaboration with international stakeholders. The change emphasises the club's ambition to build on its strong relationships with global and regional partners in key markets around the world.

FC Bayern is also strengthening its presence in North America with the addition of Julia Willer in the New York office. As the club's former head of HR, she is moving from the club's headquarters at Säbener Straße to the USA, where she will work alongside Dee Kundra as managing director of FC Bayern Munich LLC. Among other duties, she will focus on preparations for the upcoming FIFA Club World Cup this summer and the highly anticipated 2026 FIFA World Cup, which will be held in the United States, Mexico and Canada.

Diederich, FC Bayern deputy CEO and in charge of the club's internationalisation, emphasised FC Bayern's clear commitment to its Munich roots and its global ambitions: “FC Bayern's heart beats in Munich and Bavaria, but internationalisation remains an important priority. Football in the USA and neighbouring countries will receive a significant boost from the 2025 Club World Cup and the 2026 World Cup. FC Bayern has had a presence in New York for more than a decade, and with these strategic adjustments, we are setting the stage to capitalise on this increased momentum. Our goal is to position FC Bayern at the forefront of football's expansion in North America.”

Partners and fans will benefit massively from these changes, and FC Bayern's international presence will be further strengthened. In 2014, the German record champions opened their first office in New York, which found a new home in the historic Rockefeller Center in the heart of Manhattan in December 2023. The FCB office in Shanghai followed in 2016 to intensify dialogue with the Asian fan base. In 2022, FC Bayern continued its internationalisation strategy and opened an office in the Thai capital Bangkok - a central hub for Southeast Asia. From there, fans in India and Oceania, among others, can be reached in an even more targeted manner.

With its international offices, FC Bayern brings the passion for football directly to the people on the ground. These offices not only promote dialogue with local fan communities but also play a key role in expanding the club's global presence while developing valuable partnerships in strategically relevant markets. The local employees play a crucial role in realising FC Bayern's international vision in the three offices. Through their local expertise and their representation of the club, they make a significant contribution to strengthening the club's global presence.