Sports Pundit Podcast Network Peer Naubert [#16]: Bringing German Football to the World with Bundesliga International CMO
Today’s episode, I’m joined by Peer Naubert, CMO and Managing Director of Bundesliga International.
Growing up in Germany, Peer has gained experience working in South Korea, China, and the Netherlands. His current role involves working closely with clubs to further develop a joint international approach, providing them with global marketing and commercial opportunities and offering financial support for their global activities.
Managing a team of 44 employees across Frankfurt, Singapore, New York, and Beijing, Peer is focused on developing and executing local marketing strategies that drive fandom. To date, this has resulted in the Bundesliga becoming the fastest growing, among Europe's top football leagues, in terms of awareness, interest, and media consumption globally.
Taking time out of his schedule at the recent SportInnovation Summit in Dusseldorf, I sat down with Peer to discuss what he has done, and what he’s aspiring to do in the months and years ahead.
Time Stamps
2:30 - A Recap of SportInnovation Summit
6:00 - Peer’s Journey to the Bundesliga
9:00 - Lessons from Living in Korea
12:00 - The Arrival of England Captain, Harry Kane
16:30 - The Launch of Fortuna for All
23:00 - Appealing to the US Soccer Fan
26:00 - Remaining Affordable
33:00 - Building Up a Database of International Fans
35:00 - The NFL and Playing Internationally
38:00 - Overcoming the Language Problem
Additional Links
Sports Innovation 2024: Wonderment and warnings in equal measure as AI dominates Düsseldorf event
Connect with Peer on LinkedIn - here
Connect with Andy on LinkedIn - here