Dreesen: Bundesliga's Overseas Marketing Revenue Is Far Lower Than That of Premier League and La Liga, Which Is Disturbing
Bayern Munich recorded media revenue of €103 million in the last fiscal year—but the German champions are not satisfied with this figure, as Jan-Christian Dreesen emphasized at the annual general meeting. This is because the number is lower than the levels seen in 2018 and 2021.
“What is particularly disturbing is that international marketing revenue has stagnated, or even worse, declined,” lamented the Bayern Munich CEO.
Statistics show that this revenue is “even lower than it was a decade ago,” Dreesen stated. “This is unacceptable because this stagnation puts us at a real competitive disadvantage compared to our European rivals from England and Spain. We will never accept this situation.”
In the 2024/25 season, Bayern Munich received €30 million from the Deutsche Fußball Liga (DFL)’s overseas marketing. Over the past decade, this figure has been higher in six years.
Dreesen also provided more data in his speech to illustrate that the league is “seriously” lagging behind other leagues in international comparisons. In the 2024/25 season, the Premier League generated over €2 billion in overseas marketing revenue,
La Liga earned €835 million, while the Bundesliga only brought in €174 million.
“We have all now accepted the fact that the English are far ahead of us. We can never catch up with them. But the Spaniards’ overseas revenue is more than four times that of Germany, which is unacceptable,” Dreesen complained. “This situation must never be accepted again in the future.”
Dreesen believes that the Bundesliga needs “more attention,” and people should not “complain about more matches” but instead view new competitions as an opportunity.
