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HONG KONG, CHINA - AUGUST 07: Herbert Hainer, President of FC Bayern Muenchen, at a press conference during the Audi Summer Tour 2026 on August 07, 2026 in Hong Kong, China. (Photo by F. Noever/FC Bayern via Getty Images) | FC Bayern via Getty Images
Bayern Munich president Herbert Hainer has delivered a pointed message to the Bundesliga over the league’s efforts to grow its international profile.
Hainer made it clear that Bayern Munich cannot be expected to shoulder the responsibility for promoting the Bundesliga around the world by itself, arguing that internationalization has to be a collective effort from the entire league.
“Internationalization is not something a single club can achieve on its own. It’s something we all have to work on together as a Bundesliga, and the league itself needs to play a much more active role. FC Bayern cannot be expected to carry the entire burden on its own. We need much stronger support from the Bundesliga as a whole, not just from one or two clubs, but from the entire league,” Hainer said (as captured by @iMiaSanMia).
There is certainly a point to Hainer’s argument.
Bayern Munich has arguably done more than any other German club to build a global brand, but the Bundesliga as a product ultimately needs more than one club to drive its international appeal. The Premier League has benefited from having multiple globally recognizable clubs competing for attention, while La Liga has been able to market the rivalry and star power of its biggest teams.
The Bundesliga has plenty of compelling stories and talented players, but the league needs to find better ways to package and promote those stories outside Germany.
Bayern Munich can be the league’s biggest international attraction, but it should not have to be the league’s international marketing department.
Hainer’s comments also raise a larger question: Is the Bundesliga doing enough to capitalize on its product?
There is no shortage of talent, passionate fanbases, historic clubs and competitive storylines. The challenge is turning those assets into a product that consistently captures attention around the world.
For Hainer, that responsibility cannot fall on Bayern Munich alone. If the Bundesliga wants to close the international gap with other major European leagues, the entire league needs to start pulling in the same direction.
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