Marcus Höfl, “The Kaiser’s Lieutenant”

The Sports Entrepreneurs Podcast by Marcus Luer

Marcus Höfl, a fellow German Sports entrepreneur, for nearly three decades with his own agency MHM, representing German Icon Franz Beckenbauer and several other top sports stars. Great stories from his time Franz Beckenbauer to many other interesting projects and lessons learned as a sports entrepreneur.

Key Highlights

1. Growing up in Herzogenaurach, the town of Adidas and Puma – great stories how this little Bavarian town operated under those two powerful brands and owners
2. Influenced by his father who was in PR in Adidas and Mum working in sports retail - and looking up to Robert Schwan (at that time Franz Beckenbauer’s manager)
3. First client – Erdinger Weissbier – sponsorship of a second division club and continuing building relationship with Robert Schwan
4. In 2002, Robert passed away – Beckenbauer now on his own – FIFA World Cup 2006 just four years away – opportunity to become the successor of Schwan
5. Franz picked Marcus as the successor (still in his twenties) and he moved to Kitzbuehl to be closer to Beckenbauer
6. Dream to set up a business in New York with a partner, didn’t work, closed down
7. Business partnership with Franz Beckenbauer
   1. Initially just coordinating everything for Franz – especially leading up to the World Cup in Germany (Beckenbauer was the Chairman of the Organizing Committee)
   2. Buying the rights to Franz Beckenbauer’s image from Robert Schwan’s widow – story behind it
8. Franz Beckenbauer stories
   1. Visiting 31 countries who qualified for the World Cup – cris crossing the world
   2. Complimenting each other, good cop/bad cop
   3. Grew large commercial revenue around Franz Beckenbauer’s image – 8 different commercial partners at the peak
   4. Franz’ strength, his patience, treated everyone the same
   5. Also motivating him in his older days
9. Red Bull – Mateschitz and Beckenbauer – Red Bull entering Football
   1. Red Bull buying Salzburg as first team, MLS team in New York team, etc
   2. Joined board of Major League Soccer (MLS), build relationships with other owners
10. Comparing US sports vs European football structures
11. FC Augsburg – buying a piece of the team and plans to shape the team’s image – sold to David Blitzer
12. Working with other athletes and the challenges scaling it
13. Camp Beckenbauer – from Kitzbuehl to Shanghai , set up an office in Shanghai for a few years, lessons learned
14. Maria Höfl-Riesch – German top Skier – from client to wife
15. Investments – focus on fan engagement, digital, data, performance
    1. Partnering with Sports Accelerator leAD (Legacy of Adi Dassler) – fill circle to his youth

About

Marcus Höfl is a founder, investor and expert in the international sports industry.

Grown up in Herzogenaurach (Germany) - the hometown of Adidas and Puma - he has always been active in the football industry and shaped the business in various roles and positions on a global scale.

From 2003 to 2006, Marcus was closely involved in the strategy development, planning and implementation of the 2006 FIFA World Cup in Germany.

From 2003 on, Marcus exclusively represented Franz Beckenbauer in all commercial matters, as he owned the football icon’s global personality rights.

As Head of Global Soccer since 2006, he has developed Red Bull’s strategy and commitment to soccer. Thereby he also acted as Member of the Board of Governors of Major League Soccer (MLS) in North America.

Marcus Höfl was also a member of the Advisory Board of DFL Sports Enterprises from 2009 – the organization responsible for the national and international licensing, sponsorship and sale of Bundesliga media rights.

Moreover, Marcus was a co-owner and shareholder of the German Bundesliga club FC Augsburg from 2016 to 2021 and was thereby a Member of the club’s Board of Directors.

He also mediates, develops and leads international sponsorship, consulting and implementation projects for global companies such as Mondelez (sponsorship with the Bundesliga/DFL since 2021), Lenovo (sponsorship with Ferrari and Ducati 2018 & 2019) or Hermes (sponsorship with Bundesliga/DFL 2012 -2017) and further leading clubs and associations from the sports sector such as FC Bayern Munich, Borussia Dortmund, Hertha BSC Berlin and the Bundesliga/DFL.

Marcus Höfl also managed the football World and European Champion Stefan Reuter and the German soccer player of the year 1996, Matthias Sammer as well as the he multiple Olympic Champion in swimming, Franziska van Almsick, the tennis legend Boris Becker, the former alpine skier and three-time Olympic champion Maria Höfl-Riesch (since 2009), TV presenter Andrea Kaiser (since 2012), former world class -Biathlete Simon Schempp (since 2010) and the eight-time world rally champion Sébastien Ogier (since 2015).

Since 2021 he has also represented the basketball professional, NBA player and captain of the German National Basketball team, Dennis Schröder as a manager, primarily in marketing and communication issues worldwide.

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