Business expansions of Bayern and BVB in Trump's territory
In the rapidly evolving world of football, German powerhouses FC Bayern Munich and Borussia Dortmund are leaving no stone unturned in their pursuit of expanding their brand presence in the United States. Both clubs are capitalising on major football events, digital engagement, and localised strategies to carve out a niche in this lucrative market.
FC Bayern Munich's Strategies ---------------------------------
The 2025 FIFA Club World Cup in the USA presents a strategic opportunity for Bayern to deepen its brand presence in America. The tournament offers a platform for increased visibility, fan engagement, and commercial growth, with the club hosting fan events and training sessions in US cities, and leveraging DAZN's live broadcasts to amplify reach and engagement. Bayern is also utilising star players like Thomas Müller to boost personal and club visibility in the US.
In addition to event-centric strategies, Bayern is focusing on localised engagement and digital content, with continuous updates, interviews, and exclusive content to keep American audiences engaged. The club has also forged partnerships with brands like Adidas, highlighting the brand's heritage and style, which is crucial for global marketing and merchandising, including the US market.
Borussia Dortmund's Strategies -------------------------------
While specific details about Dortmund's recent US marketing efforts are less explicit, the club traditionally focuses on youth engagement, cultural branding, US pre-season tours, and digital content. Borussia Dortmund has tapped into younger soccer fans through a dynamic social media presence and branding based on the club's vibrant culture. The club frequently participates in pre-season friendlies and tours in the US to enhance fan base and brand visibility.
In Conclusion -------------
Bayern Munich is currently leveraging high-profile competitive events like the Club World Cup in the US to intensify their brand presence and fan engagement. On the other hand, Dortmund maintains a steady strategy around cultural branding and tours, continuing to build their American footprint over time. This dual approach reflects each club’s unique identity and commercial priorities in the US market.
With over 100 Bayern fan clubs in the United States and several thousand fans having the opportunity to meet and celebrate through fan messages during the events in the USA, both clubs are making significant strides in their US marketing endeavours. The total prize money for the World Cup is one billion US dollars, and FC Bayern Munich and Borussia Dortmund have earned significant amounts of money from the FIFA prize money pool for their respective performances in the Club World Cup. However, the marketing trip of the two Bundesliga top clubs to the US, typically made every summer, is not feasible this year due to the World Cup tournament for national teams in 2026, which will make it difficult for clubs to make long-distance trips due to the record 48 participants in the USA, Canada, and Mexico.
References:
[1] "FC Bayern Munich and Borussia Dortmund to host fan events in the US during the Club World Cup." Goal.com. 2025.
[2] "FC Bayern Munich's 2025 Club World Cup campaign: Fan events, streaming, and Adidas kit launch." ESPN.com. 2025.
[3] "DAZN to stream all Club World Cup matches for free in the US." Variety.com. 2025.
[4] "Thomas Müller to boost FC Bayern Munich's US presence during the Club World Cup." Bleacher Report. 2025.
[5] "Adidas unveils FC Bayern Munich's 2025/26 home kit." Forbes.com. 2025.
- FC Bayern Munich, in pursuit of establishing a stronger presence in the United States, is planning to capitalize on the 2025 FIFA Club World Cup, using the event to amplify their brand visibility, fan engagement, and commercial growth through fan events, training sessions, live broadcasts, and star player endorsements.
- In the race for the American market, Borussia Dortmund follows a distinct approach, focusing on youth engagement, cultural branding, pre-season tours, and digital content, aiming to connect with younger soccer fans and solidify their brand presence over time.
- Football clubs FC Bayern Munich and Borussia Dortmund, both vying for dominance in the European leagues and champions-league, understand the potential of the United States business market and are employing varied yet strategic methods to leave an indelible mark in this lucrative domain.
