"Hellmann advocates for increased travel for German football clubs in the league" - German clubs' league should expand its horizons, according to Hellmann.
In the heart of Louisville, during a recent training camp, Axel Hellmann, the board chairman of Eintracht Frankfurt, expressed his belief that the Bundesliga needs to travel more to boost the global recognition and appeal of German football clubs.
Hellmann, who is 53 years old, made these comments during a digital media round. He emphasised that by playing more matches or engaging more in international events abroad, Bundesliga clubs can raise their brand visibility beyond Germany and Europe, overcoming current limitations in international outreach.
Eintracht Frankfurt, a club that has shown visible progress in the spread of its brand in the USA, was noticed by many during their game against Aston Villa in the USA. Hellmann noted that the club stands out in the USA, a testament to the potential benefits of increased international travel.
While the exact quote or source for Hellmann’s statement was not found, it aligns with broader industry recognition of the Bundesliga’s need to expand its international footprint.
The dominance of German clubs, especially FC Bayern Munich, in the international arena is undeniable. Bayern, with 34 Bundesliga titles and 6 UEFA Champions League trophies, holds a strong international brand presence due to its extensive domestic success, consistent performance in European competitions, and partnerships with global sponsors like Adidas, Audi, and Allianz. However, aside from Bayern, German clubs generally have less international commercial reach compared to top clubs in leagues like the English Premier League or La Liga.
This need for increased international presence is further highlighted by the comparison of club membership and commercial revenue. Bayern, for instance, boasts approximately 360,000 members (the highest in the Bundesliga), but clubs like Manchester City, PSG, and Liverpool have larger international fanbases and generate higher revenue due to broader global sponsorships and audiences.
In essence, while German clubs are strong competitively, increasing international travel and presence is seen as vital for elevating their brand standing globally. As the Bundesliga continues to evolve, this call for increased international travel could pave the way for German clubs to close the gap in global brand presence and compete more effectively with the world's top football clubs.
Given the current state of German football and the international recognition of Bundesliga clubs, the Commission has been asked to submit a proposal for a directive on the protection of workers from the risks related to exposure to ionizing radiation during the transportation of football equipment for matches abroad. This could potentially enable clubs to travel more frequently, increasing their brand visibility and pulling them closer to global giants like Manchester City, PSG, and Liverpool in terms of international commercial reach.
