When Football and Tourism Meet: Bayern Munich to Promote Istria Among German Tourists

Daniela Rogulj

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June 5, 2018 – The strategic partnership of FC Bayern Munich, one of the most famous football clubs in the world, and Istria, one of Croatia’s most important tourist destination, represents one of the most substantial and significant marketing projects in tourism – and it strategically positions Istria as a destination. 

On Monday, June 4th, famous football club Bayern Munich and the Istria County Tourist Board signed a contract in Poreč, whereby the current German champion will become a partner in the region and will promote it among German tourists. 

The 3-year cooperation document was signed by the director of the Istria County Tourist Board, Denis Ivošević, and Board Member of Bayern’s marketing department Andreas Jung. The event was also attended by Prefect Valter Flego, Croatian Tourist Board Director Kristijan Staničić and Assistant Minister for Tourism Monika Udovičić.

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FC Bayern Official Website 

This cooperation opens a much more comprehensive story than branding itself, and concrete projects under the strategic partnership of Istria – FC Bayern that have been concluded for three years are:

 – A revival match between the legends of FC Bayern and Istria / legends of Croatia

– Presentation of Istria and Croatia at the VIP Zone of the Allianz Arena, with the participation of VIP guests and partners of Istria and a potential visit by an FC Bayern legend

– Presentation of Istria and Croatia on “Matchday Presenter”

– Training camps in Istria for the female FC Bayern team 

– Possibility to host key annual workshops FC Bayern (and FC Bayern Partners)

– Presentation of Istrian accommodation and tourist offer via FC Bayern club media channels which has over 70 million followers

– For the promotion and marketing within the strategic partnership, Istria will receive additional media space in the media budget

– “Photoshoot” project: film three players from the FC Bayern first team with the possibility to use the material for promotional and marketing purposes of Istria

On this occasion, Bayern’s Andreas Jung said:

“We are thrilled with the great hospitality we experienced from the start. The professionalism and passion with which the tourist resort of Istra lays out its ambitious goals and plans is impressive. We’re very proud to be able to support our new partner and look forward to the exciting joint opportunities for our club and our fans.”

Denis Ivošević, who also expressed his satisfaction with the new cooperation, said:

“FC Bayern München is one of the biggest clubs in the world and stands for the highest standards and quality, just as we do as a tourist region. We’re very proud to be an official partner of FC Bayern München and are very much looking forward to the joint projects.”

Istria is the only tourist region, not only in Croatia but also in the wider Mediterranean region, that has initiated large projects of strategic partnerships. The basic idea of the mentioned model significantly supports the positioning and promotion of Istria as a destination in our most crucial broadcasting markets. 

“By networking promotional activities, we want to make use of the reputation of our strategic partners, their recognition, and quality by integrating and valorizing large and well-known brands with Istria and thus incorporating part of their reputation and recognizability into the brand ISTRA,” emphasized TZ Istria. 

This kind of cross-marketing and co-branding process in the tourism industry is a novelty in creating new values and identifying and mutually networking marketing activities through synergistic actions in select markets, and within that, according to specifically selected target groups.

In this segment, the key is the market: namely, Germany is the most significant and largest broadcast market, and within Germany, Bavaria certainly has the largest share. Istria is a tourist destination that dynamically changes and raises the level of quality of service, services, and infrastructure. 

“In this sense, the most important mission is to present all the news from the destination to the new guests from Germany, the ones with more purchasing power, who, hopefully, now have radars facing towards Istria and Croatia,” concluded TZ Istria.

FC Bayern Munich is one of the most successful sports clubs in the world that has won 28 titles in Germany, five Champions League titles, and 18 titles of the German DFB Cup. In the 2016/2017 season, Bayern achieved a turnover of 640 million euro. FC Bayern Munich e.V. is owned by its 290,000 members and the primary shareholder of FC Bayern München AG. (d.d.) (Audi, Allianz, Adidas 8,3%).

Source: HRTurizam and Nogomet Plus 


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