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Jörg Wacker: Alphonso Davies already in top five in jersey sales

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Wacker also offered detailed insight as to how Bayern has been has been keeping a successful brand during unprecedented times.

FBL-SIN-GER-BAYERN Photo credit should read ROSLAN RAHMAN/AFP via Getty Images

Bayern Munich executive board member and head of internationalization and strategy Jorg Wacker recently spoke about the club’s adaptation to the coronavirus landscape (AZ). He also highlighted the fact that Alphonso Davies has an amazing presence at the club that transcends his positive performances on the pitch.

Wacker expressed his concern for the virus’s spread in the United States, where Bayern has an office in New York City, one of the worst hit areas of the country:

In the USA . . . they apparently waited too long before the lockdown. I’m especially concerned about New York. Our office is in the middle of Manhattan. It’s hard for our employees to come to their workplace. You can’t ask someone in the current situation to sit in a full subway. Employees’ health takes priority. It’s good that today it’s also possible to work effectively from home.

Collectively, Wacker feels that the DFL and DFB did an incredibly good job generating all of the plans and guidelines for the Bundesliga to resume. They set a blueprint for the rest of the footballing world and also for other sports:

I think that the DFL with Christian Seifert at the top did first-rate work. The planing and execution were outstanding. The most diverse leagues from every country have come to us and inquired about the DFL’s plan, including the NBA and NFL. The restart was a sign to the world that “Made in Germany” stands for quality.

Bayern’s scheduled summer pre-season tour in Asia was cancelled as a result of the pandemic, so Wacker said they shifted their focus to e-commerce. Instead of dwelling on the negatives, Wacker said Bayern looked at the situation as an opportunity to get creative with their strategies, creating the Audi Digital Summer Tour:

This year we are doing the “Audi Digital Summer Tour,” where our fans all over the globe will be able to be close to FC Bayern through digital formats.

Before the pandemic, Bayern had plans to extend their outreach, particularly in the Asian marketplace. After extensive review, they felt it would be positive for the brand as a whole if they set up more offices somewhere in Asia. “Now, however, we have to take a step back,” Wacker said.

FC Bayern Announces The Opening Of FC Bayern Football School Taiyuan In Munich Photo by Peng Dawei/China News Service/Visual China Group via Getty Images

Alphonso Davies’ “likable and positive way”

Alphonso Davies has completely exceeded expectations this season. His Rookie of the Season award was well-deserved, and the left-back has quickly become a fan favorite at FC Bayern with his presence on and off the pitch. Wacker said that Davies inspires people all over the world and his jersey sales have sky-rocketed in recent times:

We’re very happy to have such a player with us. Davies is one of the best in Europe on the left, his development is phenomenal. Davies is also a wonderful advertisement for us in Canada and the USA . . . But he is not only very popular there: Davies inspires fans all over the world. He’s already in the top five of our jersey sales. That’s down to his athletic performance . . . and his likable, positive way. Davies is a really fantastic ambassador of FC Bayern.

When he was asked whether Davies might become the most popular player at FC Bayern, Wacker diplomatically avoided a direct response, but he had nothing but high praise for the Canadian international:

I don’t want to draw any comparisons. Every decision that we make is based exclusively on sporting quality. If you have a player from Canada, it is an interesting story with respect to the World Cup 2026 in the USA, Canada, and Mexico, but the sole deciding criterion is footballing quality. And you can conclude: our scouting department hit the bullseye with Davies.

Chelsea FC v FC Bayern Muenchen - UEFA Champions League Round of 16: First Leg Photo by Harriet Lander/Copa/Getty Images