FC Augsburg’s SA training camp signals Bundesliga’s expansion strategy
Bundesliga side FC Augsburg’s bold move to choose South Africa as the location for its pre-season training camp signals the Bundesliga’s strategy to expand its global reach.
The German club arrived on Thursday and played a friendly match against Young Africans of Tanzania on Saturday.
Augsburg emerged 2-1 victors at the Mbombela Stadium in the Mpumalanga Premier’s International Cup. The club explained that this decision is part of a broader Bundesliga strategy to expand its global reach and foster sustainable partnerships in emerging markets.
“The first reason was the collaboration with our league [Bundesliga],” Jurendic explained. “A few months ago, we received information that it could be an opportunity for us to propose clubs for the region with which we can share a sustainable relationship.”
“We take our part to announce and represent the Bundesliga league in the rest of the world.”
FC AUGSBURG HAPPY WITH TRAINING FACILITIES
Jurendic emphasised the importance of top-notch training facilities and the unique opportunity for team bonding in a new environment. The South African camp allows the players to gain valuable experience while fostering team spirit.
Beyond the sporting benefits, he highlighted the significance of cultural exchange and social responsibility. He spoke about the team’s plans to visit local communities and experience the wildlife at Kruger National Park. This focus on understanding and connecting with the local culture reflects a holistic approach to the club’s international endeavours.
“We have a fantastic opportunity to see the less privileged and give them a sign of hope. We will go on a safari at the Kruger National Park to be in the wild and feel your culture. For me, it’s also about understanding each other.”
This strategic move by FC Augsburg aligns with the Bundesliga’s ongoing efforts to increase its visibility worldwide. The league has been actively promoting its brand in various regions, including the US, Japan, and South Korea. Jurendic sees this South African venture as the first step in a long-term commitment to building meaningful relationships and promoting the Bundesliga brand globally.
FC AUGSBURG SEEKS TO BRIDGE GAP WITH SOUTH AFRICAN TALENT
The club aims to foster relationships and explore opportunities for South African talent. Notably, the Bundesliga currently has no players from South Africa, a fact that has sparked discussion.
“In the Bundesliga, there are zero players from South Africa. I don’t know why,” said Jurendic. “I’ve spoken to my colleagues here, and they tell me it’s not so attractive because they [players] earn a lot here.”
Jurendic emphasised the club’s commitment to bridging the gap between European and African football. “We have brought our chief scout, who is from Mauritius, so he has his roots here. He understands the relationship between the continents,” he stated.
The club acknowledges the challenges of integrating players from Africa, particularly the language and cultural differences. However, Jurendic remains optimistic. “When we talk about moving players from the African continent, the language is the first bridge. Everybody speaks English and French; there is no problem but in detail. You have different stories; it means we, as clubs, should be prepared for this.”
The tour serves as a valuable learning experience for FC Augsburg, providing insights into the South African football market. Jurendic admitted, “Just before we came to South Africa, I never would have thought of South Africa as a scouting point. It’s too far away; I don’t know the market.”
He also acknowledged the challenges African players face in obtaining work permits for European leagues. “The permits for the Premier League are much easier to get for the South American players than African players.”
Despite these obstacles, FC Augsburg remains determined to build bridges with African football. The club’s chief scout will be actively engaging with local talent and fostering relationships during the tour.
“I hope to build these bridges,” Jurendic affirmed. “I will follow our opponents in the future. The head of scouting will have some exchanges in the next few days. That’s everything you take.”
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