Specialized and sustainable - The way of FC Bayern in China

Soccerex China 2018

The Academy | 17 April 2018 | 12:20 PM - 12:40 PM

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In September 2016, FC Bayern set up its own company in China - the first and only European football club to do so - with the important aim of developing more direct dialogs with Chinese fans. The entry was timely as the club as the club is now better placed to offer their knowhow as the Chinese government tries to develop football in the best way.

FC Bayern is well-known worldwide for its youth training concept. So far, they have established FC Bayern football schools in Qingdao and Shenzhen and they bring their knowledge and youth coaches directly from Munich, without following the franchisee system. The best U15 players from China will be sent every year to FC Bayern’s headquarters where they will attend the FC Bayern Youth Cup and communicate with the boys from other countries during the week.

Different from many other clubs, FC Bayern is also in close cooperation with universities in China. The club is cultivating sport business experts for China with the elite university Tsinghua and since 2016 we have set up the FC Bayern scholarship in Tongji University to students who show strongest academic skills as well as social and intercultural skills.

In this special session Rouven Kasper, Managing Director FC Bayern Munich Shanghai will discuss the different aspects of the clubs approach to China including their football academies, academic partnerships and their innovative use of technology to engage their huge Chinese fan base.

Suggested for: Clubs & Rightsholders, Commercial & Sponsorship


Rouven Kasper
FC Bayern Munich China
Managing Director

Rouven Kasper is the Managing Director of FC Bayern Munich China, a role he has held since the inception of the new China operation of the world top football club in August 2016. FC Bayern Munich is the first international football club that has established formal operation in China. Rouven Kasper is based in Shanghai where their office is located.

Before heading the Chinese business for Bayern Munich, Mr. Kasper served over 10 years on different senior roles for Lagardère Sports, one of the leading Sports Marketing agencies in the world. At the end he was responsible for the sport marketing assets of Lagardère Sports in the province of Hamburg, including the commercial rights of the Football Club Hamburger SV.

Mr. Kasper studied at the University of Bayreuth (Germany) and Barcelona (Spain) and holds a Diploma of Sports & Economic as well as a Master degree of European Sports Management.

Andrew Collins (Moderator)

Andrew is the founder & CEO of Mailman, China’s leading sports digital consultancy. After acquiring Mailman in 2006, Andrew has transformed the company to become a global leader in China digital strategy, now supporting the world’s best sports properties including Manchester United, Bundesliga, NHL, NFL, Inter Milan and Kobe Bryant. Andrew is a cofounder at Fanstang, a China celebrity marketing platform, founder at KAWO, a social media management platform and considered a pioneer in Chinese marketing and technology industries. He leads the group in global strategy, acquisitions and group partnerships.