FC Bayern has gained video and streaming platform Bilibili as its new Official Regional Media Partner in China, serving as a high-quality content community for the club in the region. The German double winners have run a channel on the trending platform since 2021. With this move, the club is further expanding the partnership to strengthen its connection with FC Bayern’s ever-growing community in China.
Rouven Kasper, FC Bayern board member for marketing & sales: “China is a key market for FC Bayern. We’re celebrating the 10th anniversary of our office in Shanghai, we were active in the region from an early stage and have maintained a continuous, authentic dialogue ever since. With Bilibili, we have a partner at our side who knows the local fans’ digital world inside out and is already connecting us with our fans every day. We look forward to further developing this partnership and getting even more people excited about FC Bayern.”
Stefan Mennerich, director of media, media rights & communications: “FC Bayern ranks among the top three internationally on digital platforms in China, which demonstrates the club’s immense popularity in the region. Our focus is always on strengthening and fostering our connection with people and maintaining direct contact with them. Together with the Bilibili platform, we can create new digital experiences for the active and diverse local community.”
Zhikai Wang, General Manager Bilibili: "It is a great honour to become FC Bayern's official regional media partner in China, serving as a high-quality content community for the club. FC Bayern is one of the most successful clubs in the world and the first European football club to join Bilibili. Since officially launching on the platform in October 2021, FC Bayern has embraced the Bilibili community with sincerity and openness, growing rapidly alongside Bilibili Sports and Bilibili Football. Tens of thousands of fans have connected with like-minded people on Bilibili, and 'Mia San Mia' has found its Chinese expression on the danmaku.”
A key component of the partnership is a series of monthly live shows that FC Bayern produces in collaboration with Bilibili from a studio in Shanghai. With the help of local hosts, with whom the club has maintained a close relationship for many years, a regular format is created that fosters a close connection with local fans.
FC Bayern was the first major European club ever to launch on Bilibili. Since then, content from the German record champions has attracted more than 820 million video views on the platform. Currently FC Bayern is the club with the third-highest number of followers on Bilibili. Past joint activities include six Bilibili Sticker & Decoration Campaigns, which the club has run for its fans in collaboration with the platform and partners such as Paulaner – for example, in connection with Oktoberfest. FC Bayern has run more campaigns of this kind here than any other international club. Last May, there was also a live Q&A with Manuel Neuer – an interactive live format that FC Bayern is the only club to offer on the platform.
The Chinese community’s connection to FC Bayern is also evident in the number of so-called FC Bayern “UPs.” These are users who, as creators, report on the club. Bilibili counts just under 4,500 of these “UPs” on its platform; more than half of them are categorised outside the sports section.
In the first three months of the new season, FC Bayern has hit over a million interactions on Bilibili, putting it top of the international interaction rankings by a clear margin.
In addition, on 12 November, the second “FC Bayern x Bilibili Creator Match” will take place in Shanghai, featuring international content creators competing against one another. FC Bayern legend Javi Martínez will also be there. The first match of this kind was held in Chengdu in November 2025, when the guest was club legend Claudio Pizarro.