The Bundesliga announced last week that they will be opening a new league office in New York City with plans to open doors in October. This new office is a key piece in the Bundesliga’s global growth strategy outlined at last year’s Leader’s Conference by CEO Christian Seifert
The Bundesliga’s international sales and marketing activities were merged into a single unit last year dubbed “Bundesliga International GmbH”, whose aim is to establish organizational units abroad, and strengthen their global marketing around the claim “Football as it’s meant to be.” The opening of this office is a testament to the Bundesliga’s commitment to their global growth strategy and belief in their unique selling propositions that they can command the American soccer market. The league identified the young Borussia Dortmund star and American international Christian Pulisic as the “door opener” for their play into the US market.
No doubt that the Bundesliga has looked to Bayern Munich to forecast their potential success in the US. Bayern Munich has operated an office out of New York City since 2014 and has seen immense success in their initiative to grow their US fanbase and provide a value-add to their international sponsors such as Audi, Allianz, and Adidas.
The news of the Bundesliga’s US office comes one day after Paris Saint Germain announced their plans to open an office in the United States also located in New York City. This office will be managed by PSG Managing Director of the Americas, Jerome de Chaunac. PSG has traveled to the United States in the International Champions Cup in recent years and has many official supporter groups and youth programs already in place across North and South America. The added growth, both on and off the field, of young American superstar, Tim Weah, is undoubtedly a factor in PSG’s entrance into the American market.
“Opening offices within strategic territories has been identified as an important step in club development,” said Frédéric Longuépée, deputy general manager of commercial activities at Paris Saint-Germain. “We have had significant exposure in the United States over the last three summers with the men’s team touring New York, Los Angeles and Miami as part of the International Champions Cup.