Bayern boosts focus on youth in China

German Bundesliga giant Bayern Munich is poised to delve deeper into youth training initiatives in China, solidifying its commitment to nurturing young talent.

Last Friday, during the relocation ceremony of Bayern's Shanghai office, a signing ceremony was held between the club and the government of Jianghan district in Wuhan, Hubei province. The event marked the establishment of a campus youth training program aimed at elevating the overall standard of youth soccer training in the district.

In 2021, Bayern entered into a partnership with Wuhan Three Towns Football Club. This collaboration led to the joint training of Liu Shaoyang, a 17-year-old goalkeeper from Wuhan, who became the first male Chinese soccer player to join the German club.

"We strongly believe in local communities having grassroots soccer schools to develop the soccer business here in China," said Michael Diederich, deputy CEO of Bayern Munich.

Diederich emphasized that all prospective coaches will undergo training by Bayern, before being deployed to China to train the younger generation.

"If you want to have the 'Harry Kane' of China, you need to start at an early age, because these players start playing soccer when they are between five and seven years old...Leaving aside the fact that sports for young kids is a very important pillar to build their character and to build their DNA," Diederich stressed in a bid to emphasize the importance of youth training.

Over the past decade, Bayern's presence in China has been marked by significant milestones and an unwavering dedication to the local community. Since the establishment of Bayern's Shanghai-based China office in 2016, this connection has been further strengthened, fostering relationships with local communities and expanding their grassroots initiatives.

Currently, the club boasts over 143 million fans in China and 16 official fan clubs. Approximately 7.5 million individuals follow its local social media channels on platforms like Sina Weibo, WeChat, Douyin and Bilibili, with 50,000 registered members on WeChat.

In addition, the decision to relocate its office to the same building as the Adidas China headquarters signifies a long-standing partnership between the pair — spanning 60 years — and underscores the club's commitment to maintaining a strong presence in China.

"It's not just a case of moving from one office to another, it is a strategic decision," Diederich explained: "Together with our partner, we hope that we can develop the business even further, we can be even closer to what the community wants, what the people want, and that's why, for us, this move is so important."

Bjoern Gulden, CEO of Adidas, said: "Our partnership with Bayern shows what successful cooperation in sport looks like. We have achieved a lot together. Through our close cooperation and physical proximity, we can promote junior football in China in particular, and make better use of opportunities in this important market."

As one of the most successful clubs in the world, Diederich attributes Bayern's success to a combination of factors: a rich heritage, a relentless pursuit of excellence, on and off the field, and a loyal fan base.

"I'm always super enthusiastic whenever I arrive, or when I recall our 2017 trip to China; how loyal, how enthusiastic the fan base here is, and, given that, we have the strong roots and the strong heritage paired with our international approach and our drive for performance," Diederich remarked.

Diederich emphasized the substantial investments of German companies in China, reflecting the significant commitments of the Chinese community in Europe and Germany. Bayern intends to bridge these connections, highlighting China's pivotal role as a key market for the club's expansion.

"China is a huge market, the willingness of your country to become a strong force in soccer is really impressive.

"We are here to stay long-term to build something together with the local communities, with the local government, to drive soccer — and sport specifically — in China forward," Diederich said.