The Bundesliga opened its N.Y. office yesterday, the latest European soccer entity to reach across the Atlantic. It is the second international office for Germany’s top league, which previously opened a Singapore office in '12. Robert Klein, CEO of Bundesliga Int'l, the league’s subsidiary responsible for international sales and marketing, said the league has been working on opening a U.S.-based office for more than a year. Bundesliga club Bayern Munich was one of the first European clubs to have a full-time office and staff in the U.S. when it opened its doors in June '14. While Bayern has grown in the U.S., no other Bundesliga clubs have made the leap, something Klein wants the office to help facilitate. “Bayern has done a great job with its event presence and what it has done with digital and social media," he said. "Going forward we will ignite these efforts with multiple clubs, players and partners.” Bundesliga founded Bundesliga Int'l in July '17 to help grow the league’s international business footprint, as well as help its media rights sales. Klein said the league views the U.S. as an "absolute key market.” He added, “From a starting point, the U.S. is the biggest entertainment market any way you look at it. The popularity of soccer has grown exponentially, and with the awarding of the 2026 World Cup, we really feel this is a great time to be coming into the market.”
GETTING STARTED: The Bundesliga office, which will be located on Park Avenue in the Union Square neighborhood, is expected to have five or six employees to start, with additional space and desks available to reps to any of the league’s clubs. The office will be led by Exec VP/Strategy Arne Rees, formerly ESPN’s GM of international digital business. Former MLS Senior Manager of Int'l Media Melanie Fitzgerald will be Head of Bundesliga Americas. Rees said the office’s goals will be two-fold: to do media deals in market, and further develop the league’s brands. “We view this in a long-term perspective; not accelerating too fast as it can’t be artificial,” Rees said. “Over the next 10 years soccer will continue to grow in this country, and we really want to see the Bundesliga in the consciousness of the American fan.” While Klein said he is fairly certain the league would never pursue hosting an official match in the U.S., akin to what La Liga is looking to accomplish, he believes that there is plenty of room for all soccer properties to grow in the U.S. Klein said, “The more interaction and passion that any league or club activity can create, the better.”
