Bayern Munich president targets China expansion after Hong Kong visit
SCMP · 1 SOURCESabout 11 hours ago2 MIN
Summary
Bayern Munich president Herbert Hainer visited Hong Kong for the Audi Football Summit against Aston Villa on Friday, using the occasion to signal the club's strategic focus on expanding its footprint in China and across Asia. The former Adidas chief executive, who led the sportswear giant for 15 years until 2016, spoke exclusively to the South China Morning Post about his lifelong passion for sport and his vision for one of football's most storied clubs .
Key Points
- Herbert Hainer served as Adidas CEO for 15 years until 2016 after joining the company in 1987, before becoming Bayern Munich president in 2019 .
- Bayern Munich claims 1.1 billion fans worldwide, with approximately half of them located in Asia, driving the club's regional expansion strategy .
- Hainer was re-elected as Bayern president with over 95 per cent of members' votes in December 2024, demonstrating strong internal support .
- The 2012 Champions League final defeat to Chelsea at Bayern's home Allianz Arena remains a painful memory, while the 2020 Lisbon triumph during the pandemic was a career highlight .
- Bayern's motto "Mia san mia" ("we are who we are") reflects the club's self-confidence and determination to compete at the highest level .
Why It Matters
Hainer's China focus signals Bayern Munich's intensified commercial push into the world's most populous market, leveraging his Adidas experience and the club's massive Asian fanbase to secure sponsorships, partnerships, and broadcasting deals in a region where European football brands compete fiercely for market share .
Hainer's China focus signals Bayern Munich's intensified commercial push into the world's most populous market, leveraging his Adidas experience and the club's massive Asian fanbase to secure sponsorships, partnerships, and broadcasting deals in a region where European football brands compete fiercely for market share .