Bayern Munich to Make Growth Push in U.S. Market

German soccer giant Bayern Munich is looking to expand its reach in the U.S., a market that presents a major opportunity for growth, according to the Financial Times. 

Bayern — the fifth-most valuable soccer club in the world at $4.3 billion — belongs to the Bundesliga, a league looking to compete with its British rival, the Premier League.

The top-flight competition aims to level the playing field by increasing the value of its media rights. 

• ESPN holds U.S. rights to the Bundesliga in a deal worth $250 million over six years.
• In 2021, Bayern made $262 million from international and domestic rights, per Deloitte.
• NBC holds rights to the Premier League in the U.S. in a six-year deal worth $2.7 billion.
• Last year, the Premier League’s Manchester City earned $346 million from its deals. 

Bayern’s viability in the U.S. was showcased this summer with a tour that included a match against reigning Premier League champions Manchester City. Played at Lambeau Field — the Green Bay Packers’ home field since 1957 — the match drew 78,128 fans to watch the action live.

Earlier this month, the club gained more ground after it secured a deal with Adobe to enhance fan experiences — both offline and online — through personalized activations. 

Playing Catch Up

The Premier League, which generates more revenue from international media rights than domestic, saw its 20 clubs generate a combined $6.2 billion in revenue in the 2021-22 season.

The Bundesliga finished third with $3.1 billion in revenue, behind Spain’s La Liga at $3.5 billion.