Commercial Activities of Bayern and BVB in Trump's Administration's Domain - Corporate Dealings of Bayern and BVB in Trump's Territory
In the lead-up to the 2025 Club World Cup, hosted in the United States, FC Bayern Munich and Borussia Dortmund are seizing the opportunity to boost their exposure and fan engagement in the high-growth American market. With the 2026 World Cup set to take place on U.S. soil, both clubs are capitalising on the event as a stepping stone to deepen their presence ahead of the tournament.
Borussia Dortmund's marketing strategy revolves around increasing the Bundesliga's profile in the U.S., emphasising the league's appeal to American fans and positioning the Bundesliga as a destination for talented American players. Carsten Cramer, Dortmund's managing director, has highlighted the event as a platform to sell German football to the U.S. market, with Bundesliga TV contracts expiring in 2026 signalling a critical growth phase.
American homegrown player Gio Reyna features prominently in Dortmund's marketing campaign, making appearances in social media promotions and interviews. Despite his limited on-field role during the tournament, Reyna's presence is designed to appeal to the U.S. audience.
FC Bayern Munich, on the other hand, is nurturing strategic partnerships in the U.S., notably with LAFC through their joint venture “Red & Gold Football.” The club is also encouraging high-profile players like Thomas Müller to move to MLS, aiming to position Müller as a club ambassador in the U.S., a move that Adidas is financially supporting due to its sponsorship interests. This indicates Bayern’s long-term marketing effort to maintain relevance and visibility in the American market by connecting through marquee players and partnerships.
Both clubs are participating in tours and matches in multiple U.S. cities as part of the Club World Cup and pre-season preparations. Cities such as Orlando, Miami, Charlotte, and Cincinnati are hosting live engagement opportunities for American fans.
Financially, Borussia Dortmund stands to receive an entry fee of approximately €23.4 million for participating in the Club World Cup, a strong financial payoff that positions them well compared to other European clubs. Bayern Munich's partnership and player transfer efforts, such as Müller to MLS, involve significant financial collaboration with Adidas.
These marketing efforts, combined with tournament participation, not only generate direct revenue through prize money and fees but also strengthen club brand equity, sponsorship value, and market penetration in the U.S., paving the way for lucrative broadcast deals, merchandise sales, and future fanbase growth.
Jan-Christian Dreesen, Bayern's CEO, spoke of a "momentum" to establish football in the USA in a sustainable way. With over 100 Bayern fan clubs in the USA and more than 6,500 members, the clubs' efforts align with the German Football League's goal to benefit from the Bundesliga's appearances in the Club World Cup.
The Club World Cup is financially attractive for the two Bundesliga clubs, with Borussia Dortmund already earning around 40 million euros before the quarterfinal match. FC Bayern has already earned around 50 million euros from the FIFA prize money, with the potential to earn up to 100 million euros if they win the tournament.
In conclusion, Bayern Munich and Borussia Dortmund's marketing strategies in the U.S. during the Club World Cup focus on maximising exposure through player ambassadors, strategic partnerships, and leveraging the tournament’s local presence, combined with a strong financial payoff from participation fees and sponsorship alignments. These efforts align with their broader goals to expand German football’s footprint in the U.S. market ahead of the 2026 World Cup.
- Borussia Dortmund's marketing approach extends beyond football, aiming to raise the profile of the Bundesliga and German football in general, attracting American fans and potential players.
- In contrast, FC Bayern Munich is focusing on forging strategic partnerships, such as with MLS and LAFC, and positioning high-profile players like Thomas Müller as ambassadors to enhance its visibility in the U.S. market.
- The European leagues, represented by FC Bayern Munich and Borussia Dortmund, are leveraging the Club World Cup as an opportunity for sponsorship acquisitions and merchandise sales, which could lead to future fanbase growth and lucrative broadcast deals in the U.S.
- The success of both clubs' marketing strategies, as shown in their financial gains from the Club World Cup, suggests a significant shift in the European football industry, aligning with global trends in sports business and finance.
