Global marketing strategy in professional sports. Lessons from FC Bayern Munich

Bibliographic Data

ID12675261
AuthorsVerónica Baena Graciá (0000-0002-4641-591X, Universidad Europea de Madrid, corresponding author), Verónica Baena (Business Administration, Universidad Europea de Madrid, Madrid, Spain)
Year2017
Volume20
Issue4
Pages660-674
Publication date2017-10-07
Open AccessNo
TypeARTICLE
VenueSoccer and Society (JOURNAL)
Journal identifiersISSN: 1466-0970 • E-ISSN: 1743-9590
PublisherTaylor & Francis (PUBLISHER • GB)
DOI10.1080/14660970.2017.1379399
OpenAlexW2762068212
LanguageEN
Citations received4
References cited17

This study analyses the global marketing strategy developed by FC Bayern Munich, one of the most successful football clubs in terms of athletic achievements, financial performance and number of worldwide supporters. It aims to shed light on the efficacy of the club’s management in addressing the demands of the existing stakeholders as well as its rapidly expanding global fan base among other aspects. To achieve these goals, an in-depth analysis based on the study of technical reports, official websites, commissioned consultancy studies and surveys has been conducted. A series of interviews with academics and supporters was also conducted. Findings reveal that FC Bayern Munich has already taken strides towards addressing the needs of its original local supporter-owners as well as those of its global fans. Other points discussed include strategies to increase the target market, to become more international and to close important deals and sponsorships

Business · Club · Football · Geography · Global marketing · Marketing management · Political science · Public relations · Rebranding · Relationship marketing · Sports marketing · Supporter · Sport and Mega-Event Impacts · Sports Analytics and Performance · Sports, Gender, and Society · Marketing

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