"We try to reach our fans around the world" (Stefan Mennerich, Bayern Munich)

"The digital platforms of Bayern Munich have to serve all the other departments," said Stefan Mennerich, Director of Digital Media and Media Rights and IT at FC Bayern Munich (Bundesliga) on the 13/01/2014.

The German club is among the European leaders in terms of popularity on social networks. It has, for example, more than 11.8 million subscribers to its official Facebook page (8^th best European audience), and 866,000 followers to its Twitter account.

In order to expand internationally, Bayern Munich have also created official accounts on other social networks: "We try to reach our fans around the world in order to grow," explained Mennerich in an interview to CMO.com. "We launched on WeChat in China, and on Vcontacts, which is known as the Russian Facebook. Bayern Munich is very big in Germany and rather big in Europe, but there’s a gap between some clubs, for example, in Asia."

• Sales offices of the German club will open in New York (United States) and China, announced Karl-Heinz Rummenigge, President of Bayern Munich, on the 21/10/2013.
  • "We want to increase the international…