FC Bayern Munich is a global brand. The German football record champion has more than 125 million followers on a total of 30 social networks in over a dozen languages. This is a potential that Oliver Kahn, CEO of FC Bayern München AG, wants to exploit in the future with a consistent digital strategy.
“We want to tailor all content, all offers to what each individual fan is really interested in. This will be a one-to-one address in pure culture, that is the future for us,“ Kahn explains in an interview with Handelsblatt.
For this purpose, Bayern Munich has now concluded a cooperation with the software company Adobe. With the “Experience Cloud”, fans should be offered personalized content in real time. “It makes little sense to offer a fan of Manuel Neuer the latest jersey from another player,” says the 53-year-old. Artificial intelligence is already looking for the opinion of fans on player purchases or other important issues of the club.