Not only world-class in sporting terms: Díaz triggers Bayern hype in South America | OneFootball

Luis Díaz has long been more than just a sporting factor at FC Bayern. Rouven Kasper now cites figures that show just how much the Colombian has influenced Munich off the pitch.

The transfer of Luis Díaz is proving to be a win-win situation for FC Bayern on several levels. Bayern’s Chief Marketing Officer Rouven Kasper told ESPN Colombia that the attacking star has opened up new target groups for the club: „He has proven to be extremely valuable in helping us reach new target groups in new and different ways.“

The Díaz effect is particularly evident in merchandising. According to Kasper, the 29-year-old is one of the five Bayern players with the most jersey sales worldwide this season. „Orders from Colombia have increased by more than 400 percent and traffic in our online store from this country has grown by over 200 percent,“ said the Bayern official.

Díaz has also long since underlined his value on the pitch. The left winger is one of the defining figures in Vincent Kompany’s attack and, together with Harry Kane and Michael Olise, provides plenty of penetration in the final third.

Kasper on Diaz: „He’s very popular in the dressing room“

photo: IMAGO

But it is in his home country that the transfer has an additional impact. Kasper explained: „This is largely due to the fact that Díaz is a national hero in his home country, a player who embodies the dream of many young Colombians: to rise from humble beginnings and reach the top of European soccer.“ Bayern now has more than five million followers from Colombia, and the target group there has grown by 40 per cent since the transfer.

The record champions are also feeling the digital boom, with Kasper describing Colombia as the club’s fastest-growing market worldwide. Díaz also helps the club with his personality: „With Luis Díaz, his open, cheerful and charismatic nature, combined with his passion for music, has helped us to build a bridge to important Latin American artists and musicians.“

According to Kasper, the left winger has also settled in quickly within the team. Language barriers have hardly been an issue, partly because some Bayern professionals speak some Spanish. „He is very popular in the dressing room and is considered one of the jokers of the group,“ Kasper said of Díaz. „So I would say that we have not encountered any significant barriers or problems when working with him.“