Bayern Chief Rouven Kasper Urges Bundesliga to Act Now

Rouven Kasper did not bother with diplomacy. On the eve of Bayern Munich’s 10th summer tour of Asia, the club’s marketing director fired a shot across the bows of the entire Bundesliga, accusing Germany’s top clubs of thinking too small while their rivals race ahead overseas.

As Bayern boarded the plane for South Korea and Hong Kong, Kasper’s message was blunt: Germany is losing the global game.

“Far too little”: Kasper calls out Bundesliga passivity

Speaking to Sky Sports, Kasper laid out the problem with the kind of clarity that leaves little room for excuses.

He pointed to the post-season calendar. Leipzig went abroad. This summer, only Bayern Munich and Borussia Dortmund are touring internationally, with Paderborn scheduled to travel to the United States in September.

“That is far too little! Bundesliga clubs need to think more strategically,” he said.

The contrast with England, he argued, could not be starker. Premier League sides criss-cross the globe every summer, saturating markets in North America, Asia, and beyond. German clubs, by comparison, still act as if staying at home is a viable option in an era of global competition.

“The English travel the world, and that means the German clubs have to be proactive too. You cannot stay at home and then complain about declining revenues. If you do nothing, you will get nothing.”

The criticism cuts deep because it hits a sore spot: Germany’s domestic product remains strong, but its international footprint is shrinking.

Numbers that tell an uncomfortable story

Kasper’s frustration is backed by the balance sheet. The Bundesliga currently generates 218 million euros from international television rights, and 302 million euros in total from all overseas contracts, including sponsorships.

Stack that up against the Premier League, which pulls in around ten times as much, and La Liga, which earns roughly three times the German figure, and the gap becomes glaring.

This is not a marginal shortfall. It is a structural disadvantage.

Kasper also highlighted a worrying trend in key territories. Media revenues in countries such as the United States and Japan have already started to decline. For a league that has been slow to build deep roots in those markets, that drop is not just a setback; it is a warning.

“It is unfortunate that the decline in media revenues in countries such as the United States and Japan has become a reality,” he said. “But this is an additional reason for the league association to work with us to find strategic mechanisms to boost activities, because Bayern Munich cannot travel everywhere on its own.”

That line matters. Even Bayern, the club that has carried the Bundesliga flag abroad more consistently than any other German side, is saying it cannot shoulder the burden alone.

Bayern push on while others stay home

While Kasper calls for collective action, Bayern continue to act like a global brand in their own right.

The club’s latest Asian tour takes them to Jeju Island in South Korea and then on to Hong Kong, where they will remain until 8 August. Two friendlies anchor the trip: Jeju SK on 4 August, followed by a meeting with Aston Villa on 7 August.

On paper, these are pre-season fixtures. In reality, they are marketing campaigns with a ball. Training sessions double as fan events. Open days become content factories. Every handshake, selfie, and shirt sale feeds into Bayern’s long-term plan to deepen their presence across Asia.

The message is clear: while many Bundesliga clubs still treat foreign tours as optional extras, Bayern see them as non-negotiable.

Clear target markets, clear intent

Kasper finished by outlining where Bayern see their next steps.

“Our target markets are clearly defined. In the two Americas, we have so far focused on North and Central America, but South America is becoming increasingly interesting. In Asia the matter is also clear, and we must turn our attention towards India, Indonesia and Thailand and undertake new ventures there.”

That is not vague corporate speak. It is a roadmap.

North and Central America remain important, but the club now wants to tap into South America’s deep football culture. In Asia, the focus shifts beyond the traditional strongholds to vast, fast-growing markets such as India, Indonesia, and Thailand — countries where the Premier League has already planted flags and built loyal audiences.

Kasper’s challenge to the rest of the Bundesliga is implicit but unmistakable: either German clubs join this race for global relevance, or they watch from the sidelines as others cash in.