Peer Naubert: 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


Fortuna Favours the Brave


Connect with Peer on LinkedIn - ⁠here


Connect with Andy on LinkedIn - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠here