München – Things are going well for Thomas Müller at the moment. The Weilheim native decided FC Bayern’s final game in Wolfsburg (2-1) with assists for Jamal Musiala and Harry Kane. In addition, his contract has been extended until 2025. One could actually have expected that Müller would then say goodbye to his Christmas vacation with extensive media coverage. Ultimately, however, there was only time for “Merry Christmas. It’s time for Leverkusen to drop a few points.”
The reason: The doping test didn’t go quite as hoped – literally. In the meantime, Müller was even brought several bottles of apple spritzer, which ultimately achieved the desired result outside of the pitch. Shortly before midnight, Müller left the Volkswagen Arena.
Saarbrücken and Frankfurt underline the media importance of Thomas Müller at FC Bayern
As an exception, coaches and teammates had to represent Müller in the media. How important the 34-year-old is for his team in this regard became clear after the defeats in Saarbrücken (1:2) and Frankfurt (1:5). After the cup exit, for example, Müller publicly criticized his teammates for not thanking the away fans for their support and instead going straight to the dressing room.
Thomas Müller was one of only four players to thank the fans who had traveled with him for their support after the cup disgrace in Saarbrücken (1:2). © IMAGO / Jan Huebner Thomas Müller was one of only four players to thank the fans who had traveled with him for their support after the cup disgrace in Saarbrücken (1:2).
von IMAGO / Jan Huebner
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Communications expert Michael Cramer, who also advises top politicians and entrepreneurs with his company “Alt&Cramer GmbH”, found it “significant” in an interview with “Spox” that only Müller answered the public’s questions. “That was a mistake, but Bayern have now realized that.”
Uli Hoeneß’ successor not communicatively clear enough?
Cramer even believes Müller will have the top position at FC Bayern in the future: “With his style, Müller could replace the media figure Uli Hoeneß in the long run. A natural talent in rhetoric, plus his down-to-earth attitude, honesty, personality and also his unique sporting career.” Although Hoeneß has only worked as a simple member of the supervisory board since his resignation as president in November 2019, the honorary president is still active in the media at regular intervals.
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“I think he often has the feeling that something has to be said. If no one else says it, then he just does it himself,” explains Cramer, who believes that Hoeneß’ successors are not communicatively clear enough for the 71-year-old . “The new CEO Jan-Christian Dreesen is also rather matter-of-fact and doesn’t exactly set off fireworks in the media.” This would give the impression that Hoeneß was still pulling the strings in the background, which would make the work of coaches and officials more difficult.
Müller’s baptism of fire: The pressure plan towards Borussia Dortmund is working
“His successors would also have to be real successors. That means more than the obligatory program,” says Cramer. As in the case of Thomas Müller, who interprets the “Attack Department” much more subtly than Hoeneß, but that doesn’t make it any less effective.
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At the end of May, the day before the championship game in Cologne, Müller reported in a video message on Instagram and once again pushed the pressure entirely towards Dortmund: “I read earlier that 200,000 to 400,000 fans would be expected at a championship celebration. The expectations of that To correspond to a lot of people, you first have to do that with a broad cross on the pitch. That’s why I believe that the players will also feel this pressure and that’s my hope, because it would be the most normal thing in the world if they felt this pressure sense.”
Müller’s plan worked completely: After the early opening goal by Kingsley Coman (8th) and the virtual lead in the table, BVB actually outgrew the situation. After 1. FSV Mainz 05’s 2-0 win, the record champions only had to win their own game in Cologne. Late and with a lot of effort, Jamal Musiala (89th) sealed the victory and the championship.
Instagram, YouTube & Co.: Thomas Müller also has a complete media program
Cramer also confirmed how important the players’ presence on social media is. While Hoeneß still prefers the good old letter and stated in May 2017 that cell phones were “complete shit” for the players and that he had never sent an email on his, Müller has 14 million followers on Instagram, the second best value in the club after Harry Kane (16.6 million). In addition, Müller, as one of the few FC Bayern professionals, is also regularly active on YouTube, either with cooking recipes or alongside his friends Felix Neureuther and Mats Hummels in the “ThoMats Challenge”.
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“They’re not all bad, but it’s less about the back four and more about lifestyle,” explains Cramer. With Müller, FC Bayern has the complete program. On the pitch and in every facet also in the media. That’s why it would be logical if Müller were to be integrated directly into the club after his active career.
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2023-12-29 15:00:00
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