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Bayern launch Spanish language store to tap into Latino market

German champions have fan clubs in 14 countries across LATAM region.

by Nick Friend

Bayern launch Spanish language store to tap into Latino market

German soccer giants Bayern Munich have launched a Spanish language online shop as the club continues to expand its presence in the Latin American market.

The store, which will take a similar form to its German and English equivalents, will feature more than 1,200 products, including replica shirts and household accessories.

The move comes with Bayern increasingly visible in the Spanish-speaking region since the Bundesliga outfit opened an office in New York in 2014, with a brief of overseeing the club’s business in North and South America.

The five-time Uefa Champions League winners have official fan clubs in 14 different countries across the Latin American region, as well as more than 11 million social media followers in the area.

Bayern have supporter clubs in Mexico, Brazil, Colombia, Argentina, Chile, Peru, Paraguay, Costa Rica, Cuba, Panama, Honduras, El Salvador, Guatemala and Venezuela. 

In June, Bayern also announced a content and sales partnership with Perform Group – now DAZN Group, focusing on Latin America (LATAM), allowing brands to use the UK-based digital sports media company’s platforms, as well as providing them with the opportunity to engage with the Bundesliga outfit.

Bayern Munich’s president of the Americas, Rudolf Vidal, said: “We have over 130 million followers in the Americas alone and over two thirds of them are native Spanish speakers. Last year’s fan survey in the Americas showed that over half of the respondents felt it was important to have language specific websites and social media.

“We’ve responded by putting more resource behind Spanish language content and launching the Spanish online shop.”

On the field, Bayern find themselves third in the Bundesliga after ten games, four points behind leaders Borussia Dortmund.