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SBD Global/May 24, 2013/International Football

Study: Bundesliga Clubs Into Upper Echelon For Fans, Revenue, Sponsorships

FC Bayern Munich and rival Borussia Dortmund are reaching new highs in the global football hierarchy, according to research done by Repucom. Bayern Munich has 17.8 million avid fans in 11 key European and Asian markets -- not including Germany, while its UEFA Champions League final opponent Borussia Dortmund has 5.5 million (see chart below). Repucom Senior Consultant Philipp Kupfer said, "Borussia Dortmund and FC Bayern are at a crossroads economically, but each at different levels. For Dortmund, it comes down to consolidating their rapid development in recent years to become established as a top European club. Bayern are already at that level and are now aiming to go one better, by joining FC Barcelona, Manchester United and Real Madrid as one of the absolute elite club brands in global football.”

TURNING UP TURNOVER: Analysis shows that in two years from '09-10, Borussia Dortmund doubled its turnover to reach €215.2M in '11-12. Their int'l fanbase, coverage on German TV and the level of conversation they have generated on social media over the past 12 months underlines this. Kupfer said the performance of Bayern and Dortmund this term has changed perceptions of the Bundesliga globally -- and he is confident this is only the beginning of German football’s renaissance. Kupfer: “In the past, the Bundesliga was always praised for the great atmosphere in its stadiums, cheap tickets and good hotdogs. Bayern was the only club really considered world-class, but now Borussia Dortmund has arrived on the scene" (REPUCOM).

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