• Loading stock data...
Tuesday, September 2, 2025
The biggest names in sports media. All in one room. Get your ticket now!

Why FC Bayern Munich and Bleacher Report Teamed Up for a Champions League Watch Party

Photo via FC Bayern Munich

In 2014, FC Bayern Munich opened an office in the United States. Since then, their hold in the American market has grown tremendously as they’ve invested in building relationships with fans new and old across the country. Last week, as a part of this initiative, Bayern hosted a Champions League watch party at Bleacher Report’s office in New York City.

The event, which was the first-ever team-specific watch party held at Bleacher Report, had over 120 attendees including a mix of fans, club partners, potential partners, media, and influencers and was an example of how Bayern has worked to provide interactive opportunities for their American fans and stakeholders.

“Our team and almost all of our competitions are in Europe, which means we have to constantly think about creative ideas that help grow the fanbase and increase awareness of our brand,” said Rudolf Vidal, FC Bayern Munich’s President of the Americas.

[the_ad id=”14294″]

Bayern have been executing these ideas consistently, connecting with fans through their Fan Club Roadshow, an initiative launched last August that brings the club to fans clubs across the country during the biggest matches of the season. The event at Bleacher Report, however, allowed Bayern the opportunity to be more creative with their pre-game activations than they typically can with the Roadshow watch parties.

“[F]or the first time, we had FC Bayern legend and World Cup winner Bixente Lizarazu dial in on FaceTime just before kickoff to answer questions about the game, talk about his experience in the Champions League, how the players would be feeling, what they need to do to win, etc.” said Vidal.

World Cup winner Bixente Lizarazu on Facetime ahead of the Champions League semi-final match (Photo via FC Bayern Munich)

Bleacher Report’s involvement in the watch party allowed the media company the opportunity to show off their new office, which opened less than a year ago, and signaled a shift into the experiential marketing space.

“We have a fantastic space and we want to show it off. We want to show our fans and our partners that we’re the destination of millennials and that they should take advantage of the space we have,” said Brian Kelly, Senior Vice President of Sales at Bleacher Report.

To support events like the one with Bayern, Bleacher Report has been growing out its events team and recently brought on an experiential team to coordinate events not only within the NYC office, but at places like the Super Bowl and NBA All-Star Weekend.  

“I’ve been at Bleacher Report for about 10 years now and this is the first time over the last eight to 10 months where we’re really diving deeper into experiential and events,” said Kelly.

Want more content like this? Subscribe to our daily newsletter!

Another area where Bleacher Report is investing is in soccer, sharing a goal with Bayern of growing the sport within the U.S. 

Through its roadshow, Bayern has been bringing soccer history and culture to the fans in a way that often isn’t available in the States.

“We take our trophies, Berni the mascot and signed jerseys for raffles to our fans’ watch party, in their local bar where they watch the games week in week out,” said Vidal.

This approach has allowed Bayern to reach over 1,500 fans in-person in the last year and has generated over 80M impressions across social media.

Berni at a Bayern Fan Club Roadshow watch party in LA (photo via FC Bayern Munich)

Bleacher Report has been taken a different approach, recently announcing that Champions League matches will be streamed on Bleacher Report Live starting in the 2018-19 season thanks to a new partnership between UEFA and Bleacher Report’s parent company Turner Sports.

As a part of this, Bleacher Report will also build out its soccer content across its social channels, including its House of Highlights account.

“We really believe at Bleacher Report that we can change the perception of sports with the Millennial and Gen Z audience by highlighting these athletes that have such big personalities,” said Kelly.

He draws comparisons between the domestically popular NBA and globally popular sport of soccer because the athletes themselves are huge brands and don’t wear helmets, which boosts their visibility.

“For us, we really want to show these soccer players in the light where these NBA athletes are portrayed. They are big brands. That’s really our take – let’s amplify these players and make them relevant not just internationally but domestically in the States as well,” explained Kelly.

The mutual goal of soccer growth in America suggests a future collaboration between Bayern and Bleacher Report is likely, something Vidal emphasizes.

“Turner Sports has acquired the rights for UEFA Champions League from next season so I have no doubt there will be many more opportunities to collaborate,” said Vidal.  

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Liverpool’s $598M Transfer Spree: End of the Title Race Already?

A deal for Swedish striker Alexander Isak highlights a record outlay.
Oct 13, 2024; Philadelphia, Pennsylvania, USA; Philadelphia Eagles quarterback Jalen Hurts (1) and wide receiver A.J. Brown (11) celebrate their touchdown pass during the second quarter against the Cleveland Browns at Lincoln Financial Field.

TV Ratings Just Changed Again. The NFL Will Be the Big Winner

Nielsen’s new viewership system will have a big impact on sports.

Gareth Bale: MLS Quality Hurt By Low Salaries

Bale said MLS salaries aren’t competitive enough to lure stars from Europe.
Aug 6, 2025; Los Angeles, California, USA; Son Heung-min poses during an LAFC introductory press conference at BMO Stadium

Son Heung-Min Effect Will Hit Big for MLS and L.A.

With a record signing, the South Korean supernova has landed at LAFC.

Featured Today

Ohio State Buckeyes wide receiver Jeremiah Smith (4) celebrates with offensive lineman Donovan Jackson (74) after a touchdown catch against Notre Dame Fighting Irish in the first quarter during the College Football Playoff National Championship at Mercedes-Benz Stadium in Atlanta on January 20, 2025.

The Most Expensive Roster Year in College Football History

The House settlement created revenue-sharing—and a big NIL loophole.
August 26, 2025

‘You’re Going to Get Beat Up’: The Liberty’s All-Male Practice Squad

A select group suits up weekly to take on the defending champs.
August 24, 2025

The Honey Deuce Effect: How Tennis Perfected the Signature Cocktail

Sold every 1.5 seconds, they total more than $12 million in sales.
Dec 21, 2024; Austin, Texas, USA; Texas Longhorns quarterback Arch Manning (16) warms up as the Texas Longhorns prepare to play the Clemson Tigers in the first round of the College Football Playoffs at Darrell K Royal Texas Memorial Stadium.
August 23, 2025

Schools Are Hesitant to Allow PE Into Their Athletic Departments

Regardless of budget, schools don’t believe the risk is worth the reward.

How Rolex Paved the Way for Luxury’s Love Affair With Tennis

“It’s almost impossible to think about tennis without thinking about Rolex.”
Athlos
May 4, 2025

Nike Wants to Pull Off the First Women’s Sub-4:00 Mile

Experts speak on whether Nike’s “moonshot” is realistic or a gimmick.
Jul 19, 2024; Phoenix, Ariz., United States; Sheryl Swoopes hosts a WBNA All-Star brunch in honor of her former teammate, Nikki McCray Penson, at Thea in Phoenix on July 19, 2024
May 12, 2025

Sheryl Swoopes: A’ja Wilson Shoe Campaign Shows Nike Sea Change

Nike released the Air Swoopes in 1995.
Sponsored

Gareth Bale on MLS vs EPL, Retirement & Buying Cardiff City

Gareth Bale shares his post-soccer business playbook.
Apr 12, 2025; Cleveland, Ohio, USA; MLB umpire Ron Kulpa (46) calls a third strike during a game between the Cleveland Guardians and the Kansas City Royals at Progressive Field
May 4, 2025

Pro Refs Get Offered Free Lasik for Better Calls. Some Took It

Some pro officials have sprung for the offer for free corrective surgery.
January 15, 2025

State Farm Cancels Planned Super Bowl Ad Amid California Fires Controversy

State Farm’s Super Bowl ad last year featured Arnold Schwarzenegger and Danny DeVito.
Nov 25, 2024; Inglewood, California, USA; From left: Scott Van Pelt, Ryan Clark, Jason Kelce and Marcus Spears on the ESPN Monday Night Football Countdown set before the game between the Baltimore Ravens and the Los Angeles Chargers at SoFi Stadium.
December 17, 2024

A ‘Wave’ of Sports Content Is Coming to TikTok

The next generation is consuming sports in a different way.
Apr 7, 2022; Augusta, Georgia, USA; Rory McIlroy (left) and Brooks Koepka set up to putt on no. 9 during the first round of The Masters golf tournament.
exclusive
November 27, 2024

PGA Tour vs. LIV Golf TV ‘Showdown’ Will Pay Out $10M Crypto..

Two golfers from each tour will face off in Las Vegas.