10 MGCC PERSPECTIVES MAY JUN 2018 COVER STORY Katrin Figge is a freelance writer and journalist who currently lives in Berlin She also published the book An Tagen wie diesen that focuses on her love and passion for German football For more information visit www katrinfigge com We are competitors on the pitch he explained Off the pitch we team up to help promote German football Bayern and BVB are by far the two strongest and most successful hence the most popular German teams To be honest Bayern is on a different level altogether and their sporting success speaks for itself We have our own strategy in place and I would not necessarily say that we are competing with them head on At the same time there is also an element of friendship and camaraderie with Bayern and other Bundesliga teams At the end of the day he stressed the joint promotion of all Bundesliga clubs help the German league to position itself as a whole which is important for German football The more the Bundesliga present abroad the better it is for all the clubs he concluded The refined marketing strategy of German football clubs and the Bundesliga has paid off according to a 2017 report conducted by the Mailman Group a Chinese technology and social media agency the German Bundesliga is more popular than EPL La Liga or Serie A on China s digital media citing the TV deal with broadcaster CCTV5 showing Bundesliga matches as well as the league s valuable marketing campaigns and Chinese language website as main reasons In Forbes annual list of The World s Most Valuable Soccer Teams Bayern Munich currently ranks 4th after Manchester United Barcelona and Real Madrid respectively while Borussia Dortmund comes in 12th But even though the Bundesliga doesn t have a David Beckham Cristiano Ronaldo or Lionel Messi as league ambassadors it knows where its true asset lies with the fans Thanks to a great infrastructure state of the art stadiums and affordable ticket prices the Bundesliga is the best attended league in Europe According to a study by KPMG Football Benchmark the average crowd size per game in the Bundesliga is over 41 000 compared to 36 000 in the EPL 28 000 in La Liga and 22 000 in Serie A This wave of euphoria it seems has also reached the Asian shores The love for the beautiful game has often translated into merchandise sales for the football clubs Ph ot o by 1 23 RF

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