Refusing to join the current race among top international clubs and their investors spending horrific sums of over 100 million euros for players, Hoeness made clear that the unique corporate identity of Bayern Munich stands above all. To enforce the clubs heritage in Hoeness perspective is a future investment to help to survive in a globalized world.

Players and coaches will inevitably come and go, says Hoeness, but the club has to keep its values next to its ambitions and expectations regarding future competitions. Bayern Munich is not only a football company wanting to achieve as many titles as possible, it is also something of a close-knit family institution.

Lately, former top players such as Giovane Elber, Bixente Lizarazu, and Miroslav Klose joined the club's team of well-known international ambassadors. Right after he retired in June, 2017 international top midfielder, Xabi Alonso got to join the clubs legendary team, which is full of big names of football. The team of legends will soon start its next Asia tour.

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