FC Bayern are perhaps not be as immediately recognisable in the US when compared with fellow European heavyweights such as Real Madrid or Manchester United but they are certainly proving one of the innovative and progressive when it comes to US growth strategy.
Following what in our opinion was an inspired move to enter the NBA 2K League with their basketball outfit the Bavaria Ballers they have now created a first of its kind partnership with ESPN. The partnership enables ESPN to share Bayern’s video content English and Spanish across its platforms. In turn, Bayern will provide content including behind-the-scenes videos, access driven features, pre and post match reports, briefings, team news and much more.
Through the partnership, content from Bayern will reach audiences in the United States, Canada, Latin America, and the Caribbean, and air on a variety of ESPN’s English and Spanish shows including SportsCenter, Fútbol Picant, as Nación ESPN as well as the ESPN+ streaming service, the ESPN App and ESPN.com.
Bayern has never hesitated to think outside the box when it comes to finding new ways to engage with its fans. Last year, the club launched an AR fan experience within the FC Bayern Munich app and were the first sports team to establish a partnership with Tenor, a mobile GIF-sharing platform that has since been acquired by Google.