Created on 2018-05-16 at 18:23 PM by Christian Nyari
The FC Bayern München AG supervisory board has confirmed that the club will launch FCB Digital & Media Lab GmbH as a subsidiary, following a proposal put forward by the executive board.
Karl-Heinz Rummenigge: “Medialisation and digitization are crucial for the future of FC Bayern. With the launch of a digital and media subsidiary, we want to bring together our know-how and strengths to further extend the leading role played by FC Bayern in this area." The FC Bayern München AG chairman added: "We are convinced that FCB Digital & Media Lab will help us maintain our competitiveness on the international stage in the light of the enormous funds derived from TV."
Stefan Mennerich, FC Bayern München AG director of media, digital and communication, will in future assume the role of managing director at FCB Digital & Media Lab GmbH. He said: "Through FCB Digital & Media Lab we are looking to further extend our enormous media penetration. As a result, that will also support our internationalization and bring in further funds in the areas of media, merchandising and sponsorship. We will also offer our infrastructure and our know-how as a service to third parties." Mennerich declared: "The basis of our work is always the content we produce and offer with our teams worldwide. That means we can bring our team, our tradition and our brand to life worldwide to enthuse FC Bayern supporters and win new ones."
FCB Digital & Media Lab is due to be operative from the start of the 2018/2019 season, with Michael Fichtner as deputy managing director in addition to his position as head of the FC Bayern München AG IT section. The management, editorial activities and production will be based at the FC Bayern training facility on Säbener Straße, where new premises are currently under construction. The IT and technology teams are based at the FC Bayern Campus in München-Fröttmaning.
FCB Digital & Media Lab is based on the 'FC Bayern Digital 4.0' project launched in the autumn of 2016. FC Bayern operates its own data processing center in association with main sponsor Deutsche Telekom, and a dedicated software and IT infrastructure set up in association with partner SAP. In addition, FC Bayern has taken the opportunity of the project to update the front-end infrastructure of the website, mobile apps and online shop. Both in the area of data processing and the front-end, FC Bayern is no longer – as is usually the case in sport – a licensee of third parties but instead the owner of its own infrastructure, which is being continually developed.
The areas to be combined into FCB Digital & Media Lab include editorial activities (social media, website, TV, print), production, digital marketing and CRM, digital platforms and digital innovation, IT and technology plus the operation of FC Bayern TV Live output.