© FC Bayern
A clear appeal to the Bundesliga: ahead of the concluding match against Aston Villa in Hong Kong, FC Bayern president Herbert Hainer along with board members Rouven Kasper and Max Eberl used a press conference at the end of the Audi Summer Tour to urgently reiterate the call for other German clubs to step up their efforts regarding internationalisation, so that German football can gain greater visibility and become more competitive on the global stage. “When FC Bayern leads, the others cannot stand still. Internationalisation is not a solo act – the league has to pull together,” demanded Hainer. Kasper, who as marketing director is responsible for the tour, backed this up: “Insteading of watching from home, the other clubs should pack their football boots in the suitcase. Football also involves travelling away, and that’s where you particularly have to impress. Internationalisation is not an option, but a duty.”
The German champions are returning to Munich once again this year feeling extremely satisfied. According to Kasper, the club posted record sales, while Hainer highlighted the positive feedback received in Asia. The team’s autograph sessions following open training sessions – such as the one in Hong Kong, which drew around 10,000 fans to the stadium – made a big impression. Although many top European clubs have visited Hong Kong in recent weeks, none signed as many autographs as FC Bayern. "We are being described as the club that every Asian tour should take as its model," Hainer reported – which was precisely the plan: "We want to be approachable, not just images on television. We want to be felt, not just seen."
© FC Bayern
This is where having offices in Shanghai, Bangkok and Seoul pays off, allowing FC Bayern to keep its finger on the pulse of the local population, Kasper explained. "Other clubs also produce jerseys with special lettering, but we collaborated with local artists." This demonstrates respect and appreciation, the board member noted: "FC Bayern engages with the local people and culture; we are genuinely interested in fostering an exchange." In both Jeju and Hong Kong, the jerseys sold out almost immediately – even before kick-off. Consequently, the club will produce a limited additional batch of the South Korean edition, which will be available exclusively at FC Bayern World starting next week. Hainer’s conclusion: "FC Bayern has once again made a lasting impression in Asia." This will be visibly reflected in the future by the many new FCB shirt appearing on the streets.
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