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Bayern Munich president Herbert Hainer and marketing executive Rouven Kasper have called upon Bundesliga clubs to take a more active role in promoting German football internationally. Speaking during Bayern’s summer tour of Asia, Hainer argued that the German champions cannot be expected to carry the Bundesliga’s international profile almost single-handedly.
“The Bundesliga is clearly, clearly in the background compared to the Premier League,” Hainer said. “It cannot be the case that Bayern Munich alone shoulders the burden. We need significantly more active support from the entire Bundesliga.”
“Internationalization cannot be a solo effort by one individual club,” the Bayern president continued. “We have to do this together throughout the Bundesliga, and the Bundesliga clearly needs to catch up.”
Kasper criticizes lack of Bundesliga engagement
Kasper offered an even sharper assessment. Bayern’s marketing executive noted that all Bundesliga clubs benefit from international broadcasting revenues, including those that do not participate in European competition.
“When we travel abroad and create relevance, everyone participates,” Kasper said.
“It cannot be that we, together with one or two others, steer the entire international ship,” Kasper continued. “The others also have to pack their football boots and realize that traveling abroad is a responsibility.”
“You have an annual meeting and only 19 of 36 clubs attend,” Kasper concluded. “That already demonstrates that many simply have no interest.”
Bayern claim approximately 560 million followers across Asia, including more than 140 million in China. The club believes sustained international engagement remains essential if the Bundesliga hopes to close the commercial and visibility gap to the Premier League.
