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Leonardo Giammarioli Steps Up as Bayer 04's New Head of Internationalization.

Roger Hampel

Leonardo Giammarioli Bayer 04 Head of Internationalization
Leonardo Giammarioli Bayer 04 Head of Internationalization


Bayer 04 Leverkusen, the German footballing heavyweight, is excited to introduce its latest appointment, Leonardo Giammarioli, as the Head of Internationalization. Hailing from Italy, Giammarioli boasts nearly 20 years of rich experience in the football and sports business landscape. His credentials shine, having worked as the Global Football Sponsorship Manager for Nivea Men at Beiersdorf. There, he masterminded partnerships with global football elites like Real Madrid, Paris Saint-Germain, and Liverpool FC. Furthermore, his stints at AS Roma, Sky Sport Italia, and SPORTFIVE in roles centered around marketing and business development stand testament to his prowess.


This 42-year-old executive is already on board, operating out of Bayer 04's Leverkusen offices, spearheading a dedicated three-member department. Fernando Carro, the CEO of Bayer 04 Leverkusen, emphasized the club's international strides in the past five years, highlighting their robust internationalization strategy. With activities ranging from forging new alliances to launching global initiatives, the club's international footprint has grown immensely. "For Bayer 04 Leverkusen and Bundesliga to stamp their global authority, continued investments in international strategies are pivotal. We are confident that Leonardo's dedication and expertise will accelerate our global outreach," says Carro.


Holger Tromp, Director of Communications at Bayer 04, pointed out the club's inherent international vision, thanks to their parent company, Bayer. He believes that Leonardo's unique combination of sports business acumen and his ability to nurture cross-cultural ties will further enhance the club's international stature.


This pivotal appointment follows a string of successful international forays by Bayer 04. The club's 2022 North American tour, which saw both the men's and women's teams touching Mexican shores, was a standout. Their friendly against Toluca FC, in particular, drew considerable attention. Moreover, their visit to the U.S., specifically to St. Louis's CITYPARK, resonated well with football enthusiasts. Bayer 04's commitment to global fans is also evident in their multilingual social media content, which has garnered widespread appreciation.


FOT/Source: Bayer 04

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