U.S. Fanbase Expansion
Recruiting fans and creating influencers for a US fanbase by designing and executing a fan club creation campaign.
Bayern needed to find fans and influencers in the United States, and then convince them to start FC Bayern Munich fan clubs. Doing so with traditional marketing tactics, using spreadsheets and one-off missives, was tedious and expensive. We deployed our proprietary Fanatical platform to find, engage and recruit highly motivated fans in a systematic, scalable, personalized way, creating 100 U.S. new fan clubs in 6 months in the US, creating momentum that has brought the number to more than 200 clubs in 2024 – by far the most of any international soccer organization, according to Forbes.
When FC Bayern Munich opened its United States office 10 years ago, the club had eight fan clubs in America. Today, the German soccer champion has more like 200.