Business Ventures of Bayern and BVB in Trump's Territory
During the recent 2025 FIFA Club World Cup hosted in the United States, German football clubs Bayern Munich and Borussia Dortmund seized the opportunity to expand their reach in the burgeoning U.S. soccer market. Both clubs employed distinct strategies in marketing and fan engagement to connect with American fans and capitalize on the tournament's high-profile matches in major U.S. venues.
Borussia Dortmund, with over 45 fan clubs in North America, was particularly active in engaging with fans. The club established official fan embassies in New York and Cincinnati, serving as hubs for fans to connect, gather, and celebrate the team. These embassies offered activities such as meet-and-greets with club legends, like Roman Weidenfeller, and giveaways featuring the club mascot EMMA.
Events like mascot visits to local PUMA flagship stores and social media promotions highlighted Dortmund's efforts to immerse fans in the club's culture and expand merchandise sales in the U.S. The club also prominently featured U.S.-born player Gio Reyna in their marketing campaigns to appeal to American fans.
Bayern Munich, another Bundesliga representative, viewed the Club World Cup as an opportunity to expand its U.S. fan base. Their group-stage matches included high-profile games against regional and international teams, generating interest and visibility in diverse American cities, including Cincinnati and Miami. While detailed fan engagement initiatives specific to Bayern at this event were less publicly highlighted, their participation in the tournament aligns with broader Bundesliga strategies to grow the sport and commercial presence in the U.S.
The Club World Cup in the U.S. is seen as a strategic move by FIFA and the clubs to tap into the lucrative and growing American soccer market ahead of the 2026 FIFA World Cup, which the U.S. will co-host. Both clubs aimed to convert casual viewers into loyal fans through on-the-ground fan programs, marketing leveraging star players, and exploiting media exposure during the tournament. This engagement is expected to translate into increased merchandise sales, sponsorship deals, and strengthened brand recognition in the U.S.
The participation of these German Club World Champions in the Club World Cup could potentially make negotiations easier for the DFL, as it could lead to increased revenue from the American market, with the Club World Cup title being a 100-million-euro jackpot. Both clubs have already earned substantial sums from the tournament, with Bayern earning over 50 million euros and Dortmund nearly 40 million euros.
In summary, Borussia Dortmund utilized a hands-on, localized fan engagement strategy with official fan embassies and events, combined with star player-driven marketing, while Bayern Munich contributed through high-profile competitive appearances in key U.S. cities. Both clubs leveraged the 2025 Club World Cup as a springboard to deepen their marketing footprint and fan base in the expanding American soccer market.
- Borussia Dortmund, with a strong presence in North America, has been actively engaging fans by establishing official fan embassies in New York and Cincinnati, offering various activities and events to immerse fans in the club's culture and boost merchandise sales in the U.S.
- The UEFA Champions League and European leagues, being global phenomena, have inspired football clubs like Borussia Dortmund and Bayern Munich to capitalize on high-profile tournaments such as the FIFA Club World Cup, which offers them an opportunity to expand their reach in new markets like the U.S.
- Despite distinct strategies in fan engagement, both Bayern Munich and Borussia Dortmund have recognized the lucrative American market and are using the Club World Cup as a platform to convert casual viewers into loyal fans, aiming for increased merchandise sales, sponsorship deals, and strengthened brand recognition.
- The financial significance of the Club World Cup becomes evident with the substantial earnings both Bayern Munich (over 50 million euros) and Borussia Dortmund (nearly 40 million euros) have accumulated. This growth in revenue could potentially bolster the German football league (DFL) by making negotiations easier for increased income from the American market.
