Bayer Leverkusen has set out to build its brand across the Atlantic, with North America and the U.S. in particular identified as the key territories, club Managing Dir Michael Schade said. The Bundesliga side is the latest German football club to ramp up its int’l ambitions, following in the footsteps of better-known teams such as Bayern Munich and Borussia Dortmund. While Leverkusen has yet to travel to the U.S. for a summer preseason tour, it will for the third consecutive year participate in the Florida Cup during the Bundesliga’s January winter break. Schade told SBD Global that football’s growing popularity and the country’s media infrastructure were decisive factors in the club’s strategic determination to focus on the U.S. “The U.S. has a vibrant sports fan base, but also digitally connected sports fans that consume content on their iPhones, tablets and through social media at all hours of the day,” he said. “We are a team brand and a sport that can deliver this to fans that want it, so we need to make ourselves more accessible. The new Fox Sports television deal in the U.S. that began last year has been a catalyst for that, but we on our side need to do more to be competitive with other sports and sport leagues.” To drive its efforts in the market, Leverkusen launched English-language social media accounts and put a focus on premium video content in English. The club is also working more closely with U.S. media outlets, including Fox Sports. Leverkusen’s execs are aware the club does not have the same int’l cache as a Bayern Munich, so it is banking on its on-field success and individual players to reach new fans. “We always like to call Bayer 04 Leverkusen a second family,” Schade said. “Small but successful, participating in the European Champions League for the last four years in a row. We are a smaller club, we recognize that, so we try to create a special atmosphere for our players and an even more special relationship with our fans.” The club has gained int’l recognition for discovering and developing top players like former German team captain Michael Ballack and 2014 World Cup winner Toni Kroos. Leverkusen also discovered a 17-year-old Landon Donovan and signed him to a six-year contract in ’99.
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Michael Schade
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CORPORATE BACKING: The origins of the club can be traced back to the early 20th century. The club was founded by employees of pharmaceutical company Bayer in 1904. Envisioned as a club to promote a healthy lifestyle for factory workers at Bayer's HQ in Leverkusen, the team and its fan base embrace this history by calling the team “Werkself” (“Factory squad”). As a 100% daughter of the Bayer Group, the club maintains a close and constant relationship with the company, Schade said. While Bayer’s key markets do not perfectly align with those of the club, team execs are certainly taking advantage of the association. “As a globally active company, we are fully aware of the benefits that Bayer brings for the club,” Schade said. “And you can be assured that we utilize those.” Bayer Leverkusen is also understood to be looking at China and the Far East for further expansion. However, the current focus is on North America, Schade said.
