Beckenbauer to Become Bayern's Brand Ambassador

Trying to fortify the bridge across the pond, Bayern Munich have appointed former player and president Franz Beckenbauer to be the international brand ambassador. Beckenbauer, currently serving as an honorary president to the club, will kick his duties into gear during the Audi Summer Tour USA 2014 in New Jersey, according to the club's website.

"Our goal is to make the brand of Bayern München more well known throughout the world," said Bayern CEO Karl Heinz Rummenige. "At this stage, we want to furthermore draw a financial advantage."

With two preseason friendlies in the United States, the exhibition against Chivas Guadalajara and the MLS All-Star Game, the American market remains a huge focus, but not the only one. China is on the radar as well, where Bayern will play two friendlies in 2015.

"Our first step right now is in the USA, then in Asia next year, probably in China," said Jörg Wacker, head of internationalization and strategy.

"Someone should have done this ten years ago, just as other Nations," said Beckenbauer. "It is time! Pack ma's an! I'm excited if I can help."

Beckenbauer spent four seasons with the New York Cosmos, then part of the North American Soccer League, as part of two stints in the US before returning to Germany as a coach.

"I had the best time of my life in New York," said Beckenbauer. "At the time, the USA was football-wise a double developing country. Today it has developed its football there first class. The national team is regularly at the world cup, and the football enthusiasm is very big."