FC Bayern Munich Targets Growth in the U.S. Soccer Market
When FC Bayern Munich opened its United States office 10 years ago, the German soccer champion had eight fan clubs in America. Today, that number has skyrocketed to more than 200. And FC Bayern is confident that there is even more growth on the horizon.
Stefan Mennerich, media director of FC Bayern and CEO of FC Bayern Digital and Media Lab, believes that the soccer market in the U.S. has yet to reach its full potential. In an exclusive interview, Mennerich highlights the lack of marketing compared to American football, basketball, hockey, and baseball as a key factor.
“There are many people (in the U.S.) who are playing football. It’s a big sport. But it is not as well marketed as American football and basketball and hockey and baseball,” Mennerich explains.
However, Mennerich is not alone in his opinion. He reveals that FC Bayern is in close connection with other major clubs like Real Madrid, Barcelona, Manchester United, and Manchester City, who also see great potential in the U.S. soccer market.
Patrick Fischer, CEO at OneFootball, further supports this notion and identifies the Middle East and North Africa (MENA) region, specifically Saudi Arabia, and the U.S. as “relevant” soccer markets. Fischer points to Apple’s entry into soccer through its MLS broadcast deal and Lionel Messi’s move to Inter Miami as evidence of the growing interest in soccer.
Fischer also highlights the upcoming tournaments in the U.S., including the Copa América and the FIFA Club World Cup, as major opportunities for growth. He emphasizes that the potential in the U.S. market is enormous, especially with the FIFA World Cup scheduled for 2026.
While soccer still has some ground to cover to compete with the most popular U.S. sports, European clubs like FC Bayern consider America an attractive market. FC Bayern, for instance, recently established a new office in the Rockefeller Center in New York City to further expand its presence in the U.S.
Mennerich envisions the coming years as pivotal for FC Bayern’s growth in the U.S., particularly with the 2025 Club World Cup in focus. He anticipates a strong presence and various activations during the four-week tournament, which will undoubtedly contribute to their expansion in the U.S. market.
With the soccer market gaining traction among younger demographics, FC Bayern and other European clubs see this as the right moment to build their brands and capture new supporters in the U.S.
In conclusion, as FC Bayern Munich sets its sights on expanding its presence in the U.S. soccer market, significant growth opportunities lie ahead. With the upcoming tournaments, increased marketing efforts, and a packed agenda, the club aims to capitalize on the growing interest in soccer in America.
Analyst comment
The news is positive for the market. FC Bayern Munich targets growth in the U.S. soccer market, which is seen as having significant potential. With the support of other major clubs, upcoming tournaments, increased marketing efforts, and a strong presence in the U.S., FC Bayern aims to capitalize on the growing interest in soccer in America.
