Building Long-term Partners: Bayer 04 in Brazil

The event featured a look-back at Bayer 04’s season of activations in Brazil and how those efforts have become a springboard for on-going engagement and Bayer 04 brand building over the next few years. Following major initiatives in 2024/25, like the Brazil Trophy Tour 2024, the launch of the Bayer 04 Football Academy São Paulo, and the club’s first-ever ten-day preseason “Esquenta” tour in Rio de Janeiro in July, further  long-term efforts in one of the world’s key football markets were discussed. The future collaboration with Jorginho’s “Bola Pra Frente” social project in underprivileged areas of Rio de Janeiro has already been agreed on.

The panel discussion brought together club icons Paulo Sérgio, Jorginho and França, as well as Cristina Hegg (GM of Bayer Consumer Health Brazil), Robin Austermann (EVP Americas, Bundesliga International) and Holger Tromp (Director of Communications, Bayer 04), who is responsible for the global development of the Bayer 04 brand.

Kicking off the panel was the Bundesliga’s Robin Austermann announcing the league’s Brazilian partners for the next television rights cycle starting with the 2026-27 Bundesliga season: Globo (SporTV), CazeTV, Canal Goat and XSports. “Working with multiple broadcast partners across pay TV, free TV and digital is the winning combination for the Bundesliga in Brazil,” said Austermann. “This model has paid major dividends across all metrics from viewership to engagement in showcasing Football As It’s Meant To Be to millions of Brazilians.” The Bundesliga is the most-watched European soccer league in Brazil and has doubled its fan base there from 12 to 24 million in the last 8 years, providing a solid platform for partners like Bayer Brazil to activate.

Cristina Hegg referred to the ongoing and successful collaboration between Bayer and its football organization: “Everything started last year with the Trophy Tour. This year we took a much bigger step with the preseason and the training period in Rio de Janeiro, when we were able to bring clients, strengthen relationships and connect football even more deeply with Bayer’s purpose. What we are experiencing now is the continuation of a project we started and want to grow moving forward.”

Following the panel, media had the chance for a video chat with Bayer 04 CEO Fernando Carro, who joined live from Etihad Stadium ahead of the CL league-stage fixture between Bayer 04 and Manchester City. Carro shared insights on the club’s international strategy and expressed his gratitude to partners in Brazil for a successful and forward-looking year. “Football is a global sport, and Brazil is a country with a deep passion for the game,” said Carro. “For us, both at Bayer 04 Leverkusen and within the Bundesliga, it is essential to be present, to showcase our work and to further establish our brand globally. And of course, Brazil — with so many deep connections to us and such a strong love for football — is extremely important to our club.”

Paulo Sérgio — one of the most prominent Brazilian players to wear the black and red — highlighted the importance of the newly-launched Academy during his welcome. “We are very pleased to welcome so many people to Clube de Bayer on a Champions League victory day and discuss several topics, including the importance of having children engage with Bayer 04 Leverkusen from an early age through the academy, as well as the Bundesliga’s growing presence in Brazil.”

Jorginho emphasized the alignment between the club and his long-standing social project in Rio de Janeiro. “I had the honor of taking students from my social project, Bola Pra Frente — which has worked for years to transform the lives of children and young people through sports — to Germany. When I see Bayer 04 expanding its presence in Brazil and investing in development, I feel we are moving in the same direction: using football as a tool for education, inclusion and opportunity.” 

Journalists, partners and representatives of Bayer in Brazil engaged in the discussion, reinforcing Bayer 04 Leverkusen’s position as one of the international clubs most committed to long-term, structured engagement in the country.

“The full program and broad collaboration between our club, the Bundesliga, media partners and invited guests would not have been possible without the people that were here on stage,” added Holger Tromp. “We are  pleased to have the chance of bringing together different stakeholders and to jointly discuss about the sustainable growth we are seeing for Bundesliga football and the Bayer 04 brand in Brazil.”

With strong partnerships, a flourishing academy project and dedicated supporters, Bayer 04’s presence in Brazil continues to develop — and the year-end celebration in São Paulo set an inspiring tone for what’s ahead.