The Marketing Concept of FC Bayern Munich. Emotionality as Driver of Success

FC Bayern Munich stands as a dominant force in football, achieving a historic treble in the 2012/13 season by winning the German championship, DFB-cup, and UEFA Champions League. This unprecedented success significantly boosted global interest, leading to increased revenues from matchdays, broadcasts, and merchandise. The club's brand value and membership numbers soared, reflecting its enhanced image both domestically and internationally. The paper explores how Bayern Munich effectively transforms sporting achievements into financial gains through strategic marketing initiatives.