Herbert Hainer emphasizes Bundesliga's need for collective international strategy

Herbert Hainer, President of FC Bayern Munich, stated on August 7, 2026, that the responsibility for promoting the Bundesliga internationally should not fall solely on Bayern. Speaking at a press conference in Hong Kong, Hainer stressed the need for the entire league to engage in efforts to increase its global appeal. While Bayern has established a significant international brand, Hainer called for better collaboration among all Bundesliga clubs to enhance the league's marketability outside Germany. He questioned whether the league is effectively leveraging its talent and stories to attract attention globally.

• 7:00 PMYahoo Sports — Herbert Hainer says Bayern Munich shouldn’t shoulder load for Bundesliga with internationalization