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Bayern Munich appoint Thomas Glas to head new department of Brand Strategy

This is yet another positive step forward for the continued development of the Bayern Munich brand.

Audi Cup 2017 Hologram Press Conference Photo by Adam Pretty/Getty Images

Bayern Munich has officially announced that they will be appointing Thomas Glas as the brand strategy director of Bayern Munich AG ( He will head the a department at FC Bayern, described as the “Directorate for Brand Strategy.” The creation of the department is part of the club’s continued efforts to promote the growth and development of the Bayern brand as a whole.

Glas will be moving from his post with one of Bayern’s major partners, Audi,, where he served as the company’s director of global sports marketing for the past 5 years. In his new position at Bayern, he will focus primarily on developing the Bayern brand with new strategies.

Club CEO Karl-Heinz Rummenigge expressed his delight at the opportunity to welcome Glas and thanked Audi for their willingness to allow him to join Bayern Munich AG:

Development, refining and positioning of our brand are of central importance for FC Bayern. We are delighted we have been able to recruit a qualified specialist for this task in Thomas Glas. I would also like to thank our partners Audi for the harmonious discussions regarding the move to FC Bayern.


Glas worked for Audi for over 12 years, starting as a project manager for Audi’s driver experience. He worked his way up to the director of global sports marketing in the summer of 2014. He said he’s excited for the opportunity to work with Bayern:

I had a great time at Audi, for which I would like to express my gratitude. Now I’m really looking forward to my exciting new job. FC Bayern is one of the top brands in European football, so it is a great honor and responsibility for me to direct their further development and strategy.

In the sporting world, Bayern has always been one of the most successful brands in the business, and the club continues to push the envelope for growth and development. The introduction of Thomas Glas and the Directorate for Brand Strategy is yet another big step forward for FC Bayern Munich AG and will certainly yield results down the road.

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