Luis Díaz causes surge in Bayern Munich’s LATAM popularity

TL;DR

Luis Díaz's transfer to Bayern Munich has significantly increased the club's popularity in Latin America, particularly Colombia, where shirt sales surged by over 400%. The club's online traffic from Colombia has also grown by more than 200%, making it their fastest-growing market.

Key points

Luis Díaz has increased Bayern Munich's exposure in Latin America.
Shirt sales from Colombia surged by over 400%.
Online store traffic from Colombia grew by over 200%.
Bayern Munich's audience in Colombia has grown by 40%.
Díaz's personality aids in connecting with Latin American fans.

Mentioned in this story

Colombia

Luis DíazBayern Munich

MUNICH, GERMANY - MAY 05: Luis Diaz of FC Bayern Muenchen during the training session at Saebener Straße one day ahead of the UEFA Champions League 2025/26 Semi Final Second Leg match at Football Arena Munich on May 05, 2026 in Munich, Germany. (Photo by F. Noever/FC Bayern via Getty Images) | FC Bayern via Getty Images Since joining Bayern Munich, former Liverpool star Luis Díaz has made an incredible impact in the club’s exposure in the Latin American market. “He has proven to be extremely valuable in helping us reach new audiences in new and different ways. Díaz is currently among our top five shirt selling players worldwide this season. Orders from Colombia have increased by more than 400%, and traffic to our online store from that country has grown by over 200%. This is largely because Díaz is a national hero in his homeland, a player who embodies the dream of many young Colombians: to rise from humble beginnings and reach the pinnacle of European football. It’s not an easy path, but Lucho has achieved it,” Bayern Munich board member for marketing Rouven Kasper told ESPN Colombia (as captured by @iMiaSanMia). “From a digital perspective, his impact has been equally significant, and we’ve seen dramatic changes in our metrics. Today, Bayern has over 5 million followers from Colombia, making it one of our top five countries globally. “Since Luis Díaz’s transfer last year, our audience in Colombia has grown by 40%. This means that Colombia is currently the fastest-growing market for the club worldwide. Overall, both on and off the pitch, he has made a significant difference, and we couldn’t be happier with him.” Kasper said that Díaz’s style of play and personality go a long way in boosting his popularity. “With Luis Díaz, his open, cheerful, and charismatic personality, combined with his passion for music, has helped us build a bridge with important Latin American artists and musicians, leading to a series of fascinating collaborations. Therefore, from a digital content perspective, he has proven to be extremely valuable in helping us reach new audiences in diverse and authentic ways,” Kasper said. “Luis Díaz is a very open, fun, and relaxed person, which helps overcome any potential language barrier. Some members of the squad also speak a little bit of Spanish, which further facilitated his integration into the team. He’s very popular in the dressing room and is known as one of the group’s jokers. So, I’d say we haven’t encountered any significant barriers or problems working with him.” Bayern Munich has been seeking to make a greater impact in the North American and Latin American markets and Díaz seems to be proving that much needed boost. *If you are looking for more Bayern Munich and German national team coverage, check out the latest episodes of Bavarian Podcast Works, which you can get on , , , or any leading podcast distributor…*

Q&A

How has Luis Díaz impacted Bayern Munich's popularity in Latin America?

Luis Díaz has increased Bayern Munich's popularity in Latin America by significantly boosting shirt sales and online traffic, especially from Colombia.

What are the sales figures for Bayern Munich's shirts in Colombia since Díaz's arrival?

Shirt orders from Colombia have increased by more than 400% since Luis Díaz joined Bayern Munich.

What role does Luis Díaz play in Bayern Munich's marketing strategy?

Luis Díaz is crucial to Bayern Munich's marketing strategy as he helps the club reach new audiences and has become one of their top five shirt-selling players worldwide.

What is the growth percentage of Bayern Munich's audience in Colombia since Díaz's transfer?

Since Luis Díaz's transfer, Bayern Munich's audience in Colombia has grown by 40%, making it their fastest-growing market.