Roy Makaay led a multi-day trip to China for FC Bayern as brand ambassador, showing how close the German record champions are to their partners and fans in Asia. The stops on the tour were Hong Kong and Beijing, with activations for SAP, Viessmann, Allianz and Audi as well as a Meet & Greet and subsequent Match Viewing Party. The trip was also the next step leading up to the Audi Summer Tour 2026, which will take FC Bayern to Jeju (South Korea) and Hong Kong this summer.
Makaay was a guest of honour at SAP HR Connect in Hong Kong. In a Fireside Chat, he and Luc Timm (Head of International Business at FC Bayern) spoke about the partnership with SAP, the use of technology in professional football and his career, before taking time to pose for photos and sign autographs for many of the attendees.
A quick tour through the city, which is the second stop on the Audi Summer Tour and will host the match against Aston Villa on 7 August 2026, was also part of the programme.
Then it was on to Beijing, where Makaay met customers and retailers at the Viessmann China Showroom in Shunyi, answered questions on the collaboration with FC Bayern and spent time with fans at a Meet & Greet.
In the evening, Allianz Insurance Asset Management held an event at the Beijing CBD Sports Park, which featured a friendly match with Makaay as a coach on the touchline.
In between the official engagements, there was also time to see the Chinese capital from a different perspective. Together with the local FC Bayern staff, Makaay visited the Forbidden City, one of the most famous historical landmarks in Beijing, in a trip that combined sightseeing, culture and club branding.
Another highlight was his appearance at the Audi stand at the Beijing International Auto Show. In front of a packed hall, Makaay spoke about the partnership with Audi and his impressions of the Chinese market, took part in a short Q&A session, tried his hand at Chinese calligraphy and obliged numerous requests for photos and autographs.
Bringing the tour to an end on a personal level was a fan activation with a Meet & Greet and Match Viewing Party at the VIVA Party Hall in Beijing. Together with members of the Chinese FC Bayern fan club, the Dutchman followed the live broadcast of the Bundesliga home match against 1. FC Heidenheim.
The trip highlighted how strong the connection is between FC Bayern, its partners and fans in China. With Roy Makaay on site as a club legend and the joint activities with Viessmann, Allianz and Audi, the club’s presence in the region was further strengthened and the excitement increased ahead of FC Bayern’s return to Hong Kong for the Audi Summer Tour 2026.
