Bayern Münich’s U.S. Fan Expansion

U.S. fan expansion strategy

Bayern needed to find influencers and fans in the United States, and then convince them to start FCBM fan clubs. Doing so manually, using spreadsheets and one-off missives, was tedious and expensive. We deployed our proprietary Fanatical platform to find, engage and recruit high priority fans in a systematic, scalable, personal way, creating 100 U.S. fan clubs in 6 months in the US — more than any other soccer team.


  • 100
    US fan clubs in 6 months
  • 957.9k
    Total Impression
  • 27.5%
    Overall Conversion
  • 837.1k
    Total Reach