FC Bayern München: The heart of a global family

There are more FC Bayern München fans in China than there are people in Germany. To keep this global family happy, the club trusts DHL Express to deliver its brand.

The Bavaria-based club is the most successful in Germany’s football history. Since it was founded in 1900, it has been crowned UEFA European Club Champion no less than five times, as well as scoring a record of 26 national titles and 18 national cups.

With more than a quarter of a million Fan Club members, FC Bayern München’s global fan audience is ever-increasing, so it’s no surprise that DHL Express has been their international logistics and full-service e-commerce partner since 2014.

A logistics partner as efficient as the FC Bayern midfield

Bringing international expertise and renowned efficiency, DHL plays a significant role in the club’s daily life, from transporting team equipment for away games, training camps and summer tours, to ensuring FC Bayern München merchandise is reliably delivered to its followers around the world.

In 2015, we helped launch an exclusive flagship e-commerce store for FC Bayern München’s Chinese fans through China’s Tmall Global retail website. Providing state-of-the-art full-service e-commerce support, DHL helped develop and manage the web-shop platform as well as providing product listing, order management, order fulfillment, local customer service and local distribution and returns.

The e-commerce store has been a phenomenal success with over 90 million Chinese fans gaining access to the team’s official merchandise. DHL has also helped manage and support high-volume order peaks such as China’s Singles’ Day festival when no less than 6,000 orders were completed in 24 hours in November 2015.

The club has even greater plans, to achieve an even larger global fan base, reaching out to different markets around the world through tours, merchandise and fan engagement.