A green off-road vehicle in front, with German football history up close and personal on a large platform behind it. Striker Grafite never played for FC Bayern, but in the VfL Wolfsburg jersey in the 2008/2009 championship season, he gave Bayern one of the most beautiful backheel goals in league history.
But on this October day in the southern Brazilian state of Santa Catarina, none of that matters at first. Together with the Brazilian world champion Lucio, who became champion three times with Bayern, and the former Dortmund player Ewerthon, who was able to lift the championship trophy in 2002, they wave to the thousands of spectators along the way.
They are all dressed in stylish leather pants and are presenting the Bundesliga championship trophy on a flatbed truck. Not just anywhere, but at the second largest Oktoberfest in the world after Munich. Around 700,000 visitors flock to the festival grounds in Blumenau, Brazil, during the celebrations and enjoy the Bavarian way of life.
And this lifestyle also includes FC Bayern, German football and its Lederhosen. Especially in the city, whose history is shaped by German emigrants.
The action, which was received with interest by the spectators, is part of a concept that is probably unique in this form and with which the German elite league has managed to become a ratings hit in the country of the record world champion. According to the German Football League (DFL), the Bundesliga is ahead of the popular international leagues from England, Spain and Italy.
According to the DFL, last season the Bundesliga recorded “an average of five million live views per match day across a diverse network of channels” that includes pay-TV channels, free-to-air channels and digital platforms. According to the information, the Bundesliga fan base in Brazil doubled from twelve million to 24 million fans between 2018 and 2024.
These are successes that are good for the DFL’s foreign marketing, which has come under criticism. Because in executive suites people look towards England with envy. The 20 clubs on the island currently receive 2.3 billion euros per season from the foreign marketing of television rights. For comparison: In Germany, 36 first and second division clubs have to share annual revenue totaling 218 million euros.
Incidentally, the FIFA Club World Cup, which was criticized in Germany, caused another ratings hit in Brazil: Bayern’s 4-2 round of 16 victory over Flamengo in Miami achieved a market share of 60 percent in Brazil. Only Flamengo’s 1-0 final victory in the Copa Libertadores over national rivals Palmeiras achieved an even higher market share of televisions switched on at 63 percent in the football-crazy nation with 210 million inhabitants.
Stars like Jorginho, Paulo Sergio and Lucio wore the Bayer jersey
The DFL has recently increased its commitment. RB Leipzig traveled to Brazil on a promotional tour after the past season. Bayer 04 Leverkusen completed their pre-season training in Rio de Janeiro and brought a very special treasure with them.
The club’s “Brazilian” history is legendary. Stars like Jorginho, Paulo Sergio, Lucio, Juan and Ze Roberto wore the Bayer jersey. According to the DFL, with 176 Brazilian professionals, Brazil is the nation with the most foreign Bundesliga professionals.
Added to this is the peculiarity of the Brazilian market, which has a low pay-TV penetration at less than ten percent. Instead, there is a broadly accessible mix of channels, including free-to-air linear and digital TV offerings.
The DFL also works closely with Brazilian influencers and streamers who present the Bundesliga to a broad audience and present it as a lifestyle project. The Bundesliga is the only international league in the portfolio of the Brazilian media giant Globo.
And when Grafite isn’t driving through Blumenau in lederhosen, he is one of the most popular TV commentators on Brazilian television and his respectful, but always expert and critical assessments are extremely popular with viewers. He has become one of the most likeable faces in the Bundesliga in South America.
