Bayern Munich marketing chief urges Bundesliga clubs to boost global tours

Rouven Kasper, Bayern Munich’s board member for marketing, warned that the Bundesliga’s international visibility is lagging because only a few clubs are undertaking overseas tours. He noted that, besides Bayern, only Borussia Dortmund and RB Leipzig are traveling this summer, with SC Paderborn scheduled to fly to the United States in September, while other clubs remain largely inactive.

Kasper said the lack of joint effort threatens revenue growth, citing declining media earnings in markets such as the United States and Japan. He called for a coordinated strategy to increase the league’s presence abroad, comparing the Bundesliga’s TV‑rights income of €218 million to the Premier League’s near‑ten‑fold earnings. Bayern’s own summer itinerary includes matches in South Korea, Hong Kong, Jeju (South Korea) and against Aston Villa, underscoring the club’s commitment to expanding into Asian and American markets.

The Bayern official urged all Bundesliga clubs to think more strategically about international marketing to safeguard and grow the league’s commercial future.