Running through Spring and Summer 2021, a joint initiative from FC Bayern Munich and youth football partner Volkswagen (VW) sought to reinforce their shared values, engage Gen Z and challenge the global talent search system. An initiative called the ‘FC Bayern World Squad’ which was a global young player talent search carried out primarily through social media and consumer/player content creation. It was backed up by digital training and climaxed with a Munich training base and a game against the club’s under-19 side, amplified via an online video series.
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