Bayern Munich Commercial Chief and board member Andreas Jung "spoke about shirt sales, the Dortmund rivalry, the rise of Leipzig and Uli Hoeness" in a Q&A with Mathias Frohnapfel of INSIDE WORLD FOOTBALL. Jung has worked since '96 for the Munich club, is a board member "and is responsible, amongst other things, for sponsorship, branding and merchandising." He "has been one the driving forces behind making Bayern, by membership, the biggest club in the world."
Q: Last season Bayern sold 1.3 million Jerseys -- a new record. What is the target now?
Andreas Jung: Of course, we want to sell more jerseys. But in a World Cup year, it is not so easy for us.
Q: Why is that?
Jung: If Germany is world champion with seven players from FC Bayern, then of course there is hype. The national team has also sold a crazy amount of jerseys. The purchasing decision makers, ie those who pay for the shirt -- parents, grandfather or grandmother -- now say, "Boy, you've got already your favorite team's shirt." So they get a national team shirt.
Q: The national team is in competition with the club?
Jung: If you like: in this case, yes. When we talk about the German market and merchandising, the national team is the main rival.
Q: How would you define the FC Bayern brand?
Jung: We are an international brand that now has a global focus. The motto here is to act commercially. Do not spend more than we earn, like Uli Hoeness has always said. The social component and the "family" are also attributes that are important for Bayern.
Q: Between Bayern and Dortmund, there are always taunts. Does this help you from a marketing point of view?
Jung: Sledging goes with the job. This is perfectly normal between sporting competitors. There are different views and everyone is convinced of theirs. As for the economic viewpoint, everyone must decide which way he goes. As long as everyone accepts the rules, that's okay.
Q: As can be seen in the context of the development of RB Leipzig?
Jung: If Leipzig adhere to the DFL guidelines, which must be accepted by all. Leipzig will come sooner or later into the Bundesliga. The 50 + 1 rule applies to all -- it must be observed by them as it is with other clubs too. If Leipzig qualifies for a European competition, then there is also Financial Fair Play. Then they should not spend more than they earn.
Q: You said in an earlier interview, Uli Hoeness was your role model as a manager at the beginning.
Jung: Not only at the beginning. Uli Hoeness is my role model and he will remain so. I've always been a Bayern fan and have watched closely what happened. It is based on his first developed visions and then implemented. Each time I could go to him if I needed some advice. His door was never closed (INSIDE WORLD FOOTBALL, 12/2).
