Bayern Munich seeks to extend its global brand by expanding both its marketing and recruitment footprint in China.
The perennial champions of Germany have “football schools” up and running in the northeastern city of Qingdao and the southeastern city of Shenzen. The club recently announced a third center to be built in the province of Shanxi.
In coordination with the Chinese government agency for Sports Futurity and the city of Taiyuan, the German club plans to hold events in Shanxi as well as host programs in Munich.
The club’s press release stated that the partnership “covers an ongoing exchange of experiences, regular and intense visits by FC Bayern youth coaches, and the assistance and training of Chinese coaches and young players in Munich. Further activities by the German record champions are planned in the province of Shanxi.”
Bayern Munich plans to use the education centers to increase their marketing potential in China as well as tapping into the player pool.
The managing director of Bayern Munich’s operations in China, Rouven Kasper, spoke of imparting youth coaching techniques.
“Chinese football has enormous potential, and we want to play our part in supporting and promoting development by means of our knowledge and our experience in the youth sector. We share that ambition with the province of Shanxi and we have found the right partner for a special football project.”