Benjamin Steen, FC Bayern Munich: a football club that became a media company
The last keynote of Day 1 focused on the Fan Journey. Alberto Colombo, Deputy General Secretary EPFL kicked-off with presenting their Fan Attendance Report. Followed by presentations of Eric Cosset, Director Product and Development Disneyland Paris, Benjamin Steen, Head of Digital Projects and CRM FC Bayern Munich and Rory Sheridan, Head of Sponsorship Europe at Diageo (Guinness). Benjamin Steen shared how FC Bayern Munich digitalised the Allianz Arena and how they reach, communicate and build a relationship with their 650 million fans worldwide.