Bayern Munich today named Dee Kundra its Managing Dir for the Americas. In her new role, Kundra, who has led the club's marketing and communications efforts in the Americas since '17, replaces President of the Americas Rudolf Vidal as manager of the Bundesliga club's North American HQ on Madison Avenue. She will report to Bayern Munich Chief of Staff Moritz Mattes, who is responsible for the team's offices in N.Y., Shanghai and Bangkok. Bayern is currently carrying out a strategic review project led by CEO Oliver Kahn. The conclusions gleaned from the FC Bayern AHEAD project, which began in ’20 and is expected to be completed late this year, will shape Kundra’s leadership of the club’s business in the Americas. Kundra: "This is really going to help us be innovative and creative and help us create clear strategic goals about how we remain a frontrunner and compete in global football as it is at the moment. Then from that, we will create our regional strategy."
SHIFTING THE FOCUS: She added that the club’s goals for the U.S. and the region as a whole -- including key Latin American markets like Mexico and Brazil -- have evolved since the opening of the N.Y. office eight years ago. "When we first opened in 2014, I would say that in a way, we had a pure marketing mindset," Kundra said. "We knew that we had to raise awareness of the brand and grow our fanbase. Today, we still have to maintain that, but equally, there’s a strong change in terms of, there is a focus on enhancing revenues through various business streams." One area Kundra highlighted is grassroots, which she said will be an emphasis.
LOOKING AHEAD: As for how the success of the club’s efforts in the Americas will be determined, she pointed to the '26 World Cup as a pivotal event for Bayern. "Our aim is to be one of the most relevant soccer properties in that timeframe," she said. "The real test is going to be 2027, after the World Cup. That’s when we’ll see the successes of reach and revenue."
CHAMPIONING WOMEN: Kundra recognized the significance of her role as an example to other women in the industry, saying, "My personal goal is to keep learning and growing, but it’s also to champion women in sport. I’ve had the benefit of working with incredible men and women who have always supported me and championed my success. It’s not the easiest industry, but if I can help other people and share my experiences, I’d love to keep doing that."