Bundesliga Unveiled: A Fascinating Journey into German Football Culture with African Journalists.

On Thursday, November 30, 2023, I embarked on a journey to Frankfurt, Germany, as part of the Bundesliga media visit, an initiative by the German Bundesliga to immerse football journalists from Africa into the Bundesliga culture. Joined by 20 other journalists, the visit aimed to provide insights into how German clubs create a unique football experience. Upon arrival at Frankfurt around 18:00, Tom Julian, the head of international PR at the Bundesliga, welcomed me warmly. After checking into my room at the Candic Hotel Frankfurt (Room 815), I joined fellow journalists for the first activity of the day – a visit to the new head office of the DFL, the Deutsche Fußball Liga.

Henning Brinkmann, the head of audiovisual rights at the DFL, gave us a beautiful presentation on the Bundesliga, and we learned the following:

The Bundesliga has 22 African players (13 Franco-phone) (9anglo-phone)

53 players with African roots (33 Franco-phone) (20 anglo-phone)

The Bundesliga has 1.5 billion people worldwide interested in the German top flight.

1 Billion cumulative TV reach

40 million social media fans

With 3.17 goals per match in the 2022/2023 season, the Bundesliga had the highest number of goals per match.

The first pro football league in the world to include a mandatory sustainability guideline in its licensing regulations.

1 million people benefited from the support of the DFL and its clubs

What impressed me about the Bundesliga is its distinct vision and brand narrative. The league’s commitment to inclusivity and maintaining the essence of football, as it should be, ensures that fans, who are crucial elements, feel a strong sense of belonging. It fosters a culture that welcomes everyone, and the affordability of Bundesliga game tickets, starting at just 26 euros, contributes to a remarkable 90% stadium capacity utilization. With the highest average stadium attendance reaching 43,000, the Bundesliga is the league with the most substantial average stadium audience globally, solidifying its unique standing in football.

After the presentation, we all had dinner. We went to the Deutsche Bank Park for the UEFA Europa Conference League clash between Eintracht Frankfurt and PAOK Salonica, ending with mixed zone and press conference activities.

DAY 2

Day 2 began with a visit to Bayer Leverkusen’s Bay Arena. The first was a presentation by the club’s international department, and we chatted with Simon Rolfes; during our chat, I asked him about Byer levekusen’s plans to have footprints in Africa to discover some more Victor Boniface, Edmund Tapsoba and the like. Rolfes highlighted their historical focus on South America but noted a recent shift towards increased interest in African players. This shift is evident in their academies, reflecting a recognition of the impressive development of African players in both physical prowess and technical skills. He believed that Africa would play a more significant role for them in the future, and they are currently evaluating strategies to navigate and engage with the African market.

A tour of the club’s facilities was next, and I particularly liked the modern recovery centre and medical facilities. The day ended with check-in at the Lindner Hotel inside the Bay Arena.

DAY 3

We kicked off day 3 with an approximately 2-hour journey to Mönchengladbach for another Bundesliga match. Before the game, we met with the team at the international department of Mönchengladbach at Borussia Park. Immediately, Somebody led us into a room where an international team member delivered an excellent presentation about the club and its international activities. During the visit, I noticed how Bundesliga clubs excel in crafting a solid brand identity through strategic positioning. Their tone of voice and overall brand positioning reflect deliberate, expert work in PR and marketing, showcasing a deep understanding of their audience and values.

Following the presentation, they allowed us to explore their world-class interactive museum. This space showcased the club’s history through souvenirs, digital images, and more. They had a trophy room where visitors could take pictures with the German “Meisterschale,” the DFB Pokal, and the UEFA Cup/Europa League trophies. The experience was truly enriching for all of us. As I walked through the room, I couldn’t help but ponder why Nigeria, a country with even more stories to tell, has yet to establish a museum like the Nigerian Football Museum. Such a museum could serve as a global hub for Nigerian football fans, allowing them to visit and connect with the rich history of our football. The day they culminated in a Bundesliga match, where Borussia Mönchengladbach won 2-1. After the game, we all went to the mixed zone where I met Nigeria’s Kevin Akpoguma, who featured for Hoffenheim in the game.

DAY 4

The concluding day, Sunday, December 4, 2023, commenced with an early excursion to Cologne, situated approximately 25 kilometres from Leverkusen, for an exploration of the captivating history of the city.

Despite the cold weather, we enjoyed the enchanting sights of the city. Our guided tour encompassed a visit to the Christmas market, culminating in an excursion to the renowned “Brauhouse”, also known as beer halls or brewhouse in English. A German Brauhaus is a traditional establishment primarily offering locally brewed beer and German cuisine.

Upon our return to the hotel, we engaged in a Zoom chat with one of the Bundesliga ambassadors from Nigeria, Austin Jay Jay Okocha. Okocha expressed his belief during our conversation that the Bundesliga holds significant potential in Africa. He also discussed Bayer Leverkusen’s Victor Boniface, drawing parallels between their play styles and foreseeing great potential for Boniface. Okocha delved into the challenges faced by the Africa Cup of Nations (AFCON) in coordinating with European clubs, expressing hope that the Confederation of African Football (CAF) would find a way to schedule the tournament more in line with the European football calendar.

Following our chat with Jay Jay, we left for the Bay Arena for the highly anticipated clash between Bayer Leverkusen and Borussia Dortmund, which most of us called the “D day.” We walked to the stadium because our hotel was conveniently located inside the stadium. The match ended in a 1-1 draw, and we proceeded to the mixed zone, where we interacted with African players such as Edmond Tapsoba of Burkina Daso, Jonathan Frimpong, and Victor Boniface of Nigeria. Notably, Boniface had brought his mother to watch him play for the first time, creating a special moment for the Nigerian striker. He graciously granted interviews to African journalists, marking the conclusion of our Bundesliga media visit.

In conclusion, the four-day experience offered a deep dive into Bundesliga operations, international relations, and the overall approach to football. Interactions with colleagues and Bundesliga teams enhanced the understanding and appreciation of the league as both a football entity and a brand. Thanks to the Bundesliga team, Bayer Leverkusen, Borussia Mönchengladbach, and Eintracht Frankfurt for a memorable experience.