Bayern president urges Bundesliga to step up international promotion
Herbert Hainer told reporters after Bayern's Asia trip that the Bundesliga must act collectively to boost the league's profile overseas.
On 08.08.2026 Bayern Munich president Herbert Hainer publicly urged other Bundesliga clubs to take a more active role in promoting the league abroad, after the club completed its preseason tour in Asia. The 72-year-old addressed the issue at the end of the tour, stressing that international expansion cannot fall on one team alone.
"Internationalisation is not something a single club can achieve on its own. It is a task that all of us as the Bundesliga must work on together, and the league itself must play a much more active role.
We cannot expect Bayern to carry this burden alone. We need much more serious support from the entire Bundesliga — not just one or two clubs, but from the whole league," Hainer said.
Other clubs have also travelled abroad
The call comes as several German clubs have pursued foreign preseason programmes: RB Leipzig visited South Africa after the season, while Borussia Dortmund toured Japan. Hainer used these examples to argue that coordinated efforts would amplify the Bundesliga's global reach.
Hainer framed his remarks as a reminder that commercial growth, fan engagement and the league's brand are collective responsibilities. He said the Bundesliga as an institution must take a lead in organising and supporting international initiatives so that the burden is not borne by Bayern alone.
His comments add to ongoing conversations within German football about how best to balance domestic competition, international exposure and the logistical demands of preseason travel.
Photo: press material from the event
