• Loading stock data...
Wednesday, October 29, 2025
Want a chance to win $250 and free FOS gear? Take our quick reader survey. Take the survey here

The James Effect

Bayern’s social channels saw six-figure growth in following the day the James deal went through.

James rocking the new jersey (Photo via @FCBayern)

On July 11, Bayern Munich announced they had signed James Rodriguez to a two-year loan deal from Real Madrid.

The Colombian, who spent three years in Madrid, primarily played off the bench and was never able to establish himself as a regular in the starting 11.

Generally, a loan deal for a fringe player isn’t huge news.

In James’ case, it was.

Recently, I wrote an article on the power of an athlete’s brand. As mentioned in the article, James Rodriguez is the face of soccer in Colombia and his brand, like many South American superstars, is strong due to what he represents for his country.

James set the World Cup on fire in 2014 by finishing as the tournament’s top scorer and becoming the first Colombian to win FIFA’s Golden Boot. His scintillating performance earned himself an €80 million move to one of the world’s most iconic clubs, Real Madrid.

However in the three years since his move to Spain, James fell out of favor with the new manager and had been primarily confined to the Madrid bench. Not only did this leave the player unsettled, his brand’s international appeal had seemed to diminish.

That was until his loan to Bayern was announced.

While a move for the Colombian was inevitable, the rumor mill had linked him to the Premier League teams like Chelsea and Manchester United and the loan to the Bundesliga giants caught the soccer world by surprise.

In an age of inside information and social media, this deal was surely the ‘shock’ move of the summer.

The Bayern social media team capitalized on the soccer world’s surprise and James’ unexpected move led to unprecedented engagement for the powerhouse German club.

Within hours, the news was the number two trending topic on Twitter in the United States, a country where soccer is growing but still often overshadowed by the more popular football, basketball and baseball. The generated hype, garnered by a non-U.S. team, speaks volumes about the strength of James’ brand and the fantastic work done by the Bayern social media team.

One of the things that consistently sets Bayern apart on social media is the way it engages with its fans. The day of the James signing was no different.

The social media team went so far as to dig up a tweet a fan posted during the 2014 World Cup telling the club to sign James. Nearly three years to the day later Bayern responded, saying “sorry it took so long.”

Photos via (@FCBayernUS)

The account doesn’t take itself too seriously, which sets it apart from many teams. It was obvious to new fans and old that the people behind the account were having just as much fun with the announcement as the soccer fanatics of the world.


Photos via (@FCBayernUS)

Bundesliga’s English Twitter account joined in on the fun as well and played around with the unexpected announcement.

We feel the same @Bundeliga_EN, we feel the same. (Photo via @Bundesliga_EN)

The playfulness kept fans engaged as new, creative content was shared on the page throughout the day.

One Twitter user referred to the branding impact of James’ move to Bayern as the social media equivalent to Kevin Durant joining the Warriors.

In terms of soccer news in the U.S., it basically was.

The buzz generated from the news was huge and had a striking impact on the engagement of Bayern’s social channels.

Immediately following the announcement, the club’s social media following grew exponentially.

In first day alone, the Bayern’s global social platforms saw a six-figure increase in followers, according to Bayern’s Executive Board Chairman, Karl-Heinz Rummenigge. The Bayern Munich U.S. Facebook and Twitter accounts saw an increase in 13,000 followers, pushing the Twitter account over the 100,000-follower threshold.

Bayern’s U.S. website also saw a big spike in traffic, its largest since the site launched in 2014 and, overall, the club saw 11 million impressions on the announcement.

It’s safe to say the timing of the transfer couldn’t have been better as Bayern has been successfully been growing its presence in the U.S. since opening an office in New York in 2014.

With the move, Bayern’s Latin American presence is also certain to grow. The club is already home to Chilean Arturo Vidal and the addition of James furthers Bayern’s presence in the Latin region with the addition of the Colombian fan base.

Photo via PanAmericanWorld

While transfers generally generate big news, this might have been one of the most engaging loan moves in the history of the sport. Bayern Munich didn’t just pick up a Real Madrid bench player on a loan. They picked up James Rodriguez.

James is the player who breaks out into salsa steps after goals. The player who won the Golden Boot in the 2014 World Cup. The captain of the Colombian National Team. The player who was involved in more La Liga goals (55) than any other midfielder at Real Madrid since joining the club despite not being a regular starter.

His brand alone generated buzz and Bayern’s social savvy made it go viral.

Bayern will have plenty of opportunities for new, creative content with James on the squad (and plenty of dancing GIFs to be used at their leisure), while James will have a fresh start and the opportunity to prove himself in a way that he was rarely afforded in Madrid.

No matter the outcome of James’ next chapter, the Colombians will have his back. Their passion for soccer is hard to match and James, who led the country’s national team out of a dark decade of soccer, is the face of the sport in the country. Wherever he goes, they will follow because in Colombia, the James Rodriguez brand is untouchable.


Follow Bayern on the #AudiFCBTour on Twitter @FCBayernUS and Facebook.


Front Office Sports is a leading multi-platform publication and industry resource that covers the intersection of business and sports.

Want to learn more, or have a story featured about you or your organization? Contact us today.

https://upscri.be/f32ae1

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Oct 24, 2025; Fort Lauderdale, Florida, USA; Inter Miami CF forward Lionel Messi (10) looks on against Nashville SC during the first half at Chase Stadium.

Lionel Messi: MLS Can’t Grow Without More Spending Power

The Inter Miami star recently signed a contract extension through 2028.
Alexis Ohanian

Alexis Ohanian: Angel City Ownership Setup Was a ‘Terrible Idea’

He admits that the NWSL club’s governance was a disaster.

Turkish Soccer Says It Has Widespread Ref Gambling Problem

The scandal involves hundreds of professional soccer referees.

After Heavy Pushback, LaLiga’s Controversial Miami Match Canceled

Hard Rock Stadium was set to host Barcelona-Villarreal on Dec. 20.

Featured Today

September 21, 2025; Santa Clara, California, USA; NFL commissioner Roger Goodell before the game between the San Francisco 49ers and the Arizona Cardinals at Levi's Stadium

NFL Fall Meeting: 7 Big Topics Among Team Owners 

Media, facilities, and labor highlight some of the key areas of concern.
Ohio State Buckeyes running back Isaiah West (32) runs the ball in the second half at Camp Randall Stadium on Saturday, Oct. 18, 2025 in Madison, Wisconsin
October 25, 2025

NIL Has Birthed a Third-Party Cottage Industry—and It’s a Mess

There’s no limit to how much players can make from NIL deals.
Christie's
October 21, 2025

Lou Gehrig’s $4M Jersey and the Exploding Sports Memorabilia Market

An ultra-rare sports collection is about to hit the auction block.
@chef__tezz/Instagram
October 19, 2025

Inside the NFL’s Private Chef Network

Private chefs are the unsung architects of player performance.
Oklahoma Sooners defensive back Woodi Washington (5) runs after a reception during the Armed Forces Bowl football game between the University of Oklahoma Sooners (OU) and the Navy Midshipmen at Amon G. Carter Stadium in Fort Worth, Texas, Friday, Dec. 27, 2024.
August 19, 2025

Oklahoma Selling Fans Tickets to Press Conferences

Press conference tickets for the Sooners’ season opener are already sold out.
September 3, 2025

Ohio State–Texas Showdown Was Most-Watched Week 1 CFB Game Ever

Fox drew 16.62 million viewers on Saturday afternoon.
Sponsored

Why Alexis Ohanian Is Betting Big on Women’s Sports

Alexis Ohanian reflects on his evolution from Reddit cofounder to one of today’s most dynamic sports investors.
August 11, 2025

NBA Christmas Schedule Leans on LeBron, Steph While Betting on Flagg

The Lakers, Warriors, and Rockets are all in action.
August 10, 2025

Bears CEO: Arlington Heights Only Local Location for New Stadium

The Bears currently play in Soldier Field in downtown Chicago.
August 8, 2025

Three Schools Sue Mountain West, Commish Over Withheld Funds

Boise State, Colorado State, and Utah State intensified the court battle.
Courtesy: Harlem Globetrotters
July 25, 2025

The Harlem Globetrotters Have Changed Hands Repeatedly, but Keep Making Money

The team is gearing up for its 100th season.