FC Bayern boss Oliver Kahn on the digitization of football

Oliver Kahn

The Bayern boss is driving the digitization of the record champions.

(Photo: imago images/Jan Huebner)

Munich FC Bayern Munich is a global brand. The record German soccer champions have more than 125 million followers on their online channels. 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. That will be a one-to-one speech in its purest form, that’s the future for us,” explains Kahn in an interview with the Handelsblatt.

Bayern Munich has now entered into a cooperation with the software company Adobe. With the “Experience Cloud”, fans should get personalized content suggested in real time. “It makes little sense to offer a Manuel Neuer fan the latest jersey from another player,” says the 53-year-old. Artificial intelligence is already looking for the opinions of fans on player purchases or other important questions of the club.

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