“Great enthusiasm worldwide”: Bundesliga teams travelling internationally

9 August 2024 – Six Bundesliga clubs have used this summer to embark on significant journeys. Training camps, friendly matches and off-field activities were all on the agenda away from home for the following clubs: FC Augsburg, Borussia Dortmund, Eintracht Frankfurt, RB Leipzig, FC Bayern Munich and VfB Stuttgart.

“The overseas trips this summer have generated great enthusiasm around our clubs and for the league,” says Peer Naubert, Chief Marketing Officer of DFL subsidiary Bundesliga International. “Through the collaboration of clubs, the DFL, and regional media partners, we’ve succeeded in making the Bundesliga experienceable in different parts of the world. And it’s not just about the matches against local teams. Together, we organised more than 1,000 activities worldwide in the past season. That’s more than ever before and more than any other top European league. In this way, we are helping to ensure that our travels leave lasting impressions and connections.”

DFL CEO Steffen Merkel emphasises: “With our internationalisation initiative, we want to make the Bundesliga and Bundesliga 2 even better known and more popular abroad. Recognition and popularity ideally lead to economic success, from which all 36 clubs will benefit via centralised marketing. We are on the right track internationally. The direct presence in the form of overseas trips by the clubs helps, which is why we have adjusted and increased the financial support for these tours.”

All teams are now back home and are completing the final days of their pre-season preparations before the DFB-Pokal and, for VfB, the German Supercup kick off in mid-August. However, the club tours in summer 2024 will continue to have a positive impact for a long time. “The clubs experienced a lot and created unforgettable moments,” says Peer Naubert, who attended four of the six tours himself. “Despite all the marketing interests, the unifying power of football is the decisive basis of our strategy.”

Here is an overview of the destinations and activities of the clubs:

FC Augsburg | South Africa

The club traveled to White River, South Africa, where they participated in a preparatory tournament. Besides sports preparation, FCA engaged in social projects, launching the “Football4WASH” initiative with Viva con Agua to provide children and young people with access to clean water. For the first time in its history, Augsburg conducted its summer training camp outside of Europe.

Borussia Dortmund | Thailand and Japan

Borussia Dortmund’s Asia tour began in Bangkok with a friendly match against BG Pathum United (Thailand). The team then traveled to Japan, where they played against Cerezo Osaka in the “EuroJapan Cup”. The trip also offered the opportunity to gather new cultural impressions.

Eintracht Frankfurt | USA

Eintracht Frankfurt’s USA tour included stops in Louisville (Kentucky) and New York City. The team played two friendly matches: against Louisville City FC (USA) and FC Juárez in Ciudad Juárez (Mexico). In New York, they held a public training session at Icahn Stadium and visited their main sponsor, Indeed.

RB Leipzig | USA

During pre-season preparations, RB Leipzig trained in New Jersey and Florida and played friendly matches against Premier League clubs Aston Villa and Wolverhampton Wanderers. In addition to the sporting activities, they conducted CSR activities and marketing events, including the unveiling of their new away kit in the middle of Times Square. A delegation from RBL also visited the Bundesliga office in New York City.

FC Bayern München | South Korea

FC Bayern München made their first-ever trip to South Korea. During their six-day stay, the record champions played against Tottenham Hotspur in Seoul in front of 63,500 spectators. Additionally, Bayern conducted a public training session and participated in various partner events.

VfB Stuttgart | Japan

Following Eintracht Frankfurt and FC Bayern Munich’s trips to Japan as part of the “Bundesliga Japan Tour” in the past, VfB Stuttgart became the third team to visit Japan this summer. The squad, led by Sebastian Hoeneß, played two friendly matches against Japanese clubs: first against Kyoto Sanga FC and then against Sanfrecce Hiroshima before more than 20,000 spectators. In Hiroshima, the entire VfB team commemorated the dropping of the atomic bomb in August 1945 and immersed themselves in the country’s culture at numerous events. In addition to VfB legend Guido Buchwald, who is still well-known and popular as a former Japan legionnaire, the VfB mascot Fritzle was a particular source of enthusiasm. The “Bundesliga Japan Tour” is organised in cooperation with the DFL and the Japanese broadcaster SKY PerfecTV!