Bayern Munich is getting an unusual boost. Marc Kosicke, the man behind the club’s „Mia san mia“ motto, now backs Jürgen Klopp as strategy deputy at the DFB. Currently sidelined: Lennart Karl, Serge Gnabry.

Who is Marc Kosicke?

Marc Kosicke has been Klopp’s closest confidant for about two decades. The Bremen native is seen as the „inventor“ of the role of a head coach advisor and worked with Julian Nagelsmann until 2021. Klopp called him an „associate for strategy, development and innovation“ during his official presentation – a role that goes far beyond traditional assistant coaching. „It’s not enough to have just one head coach coming in“, Klopp said. „We need to change a lot. We want to turn over every stone.“

How Kosicke created Bayern’s „Mia san mia“ motto

Kosicke’s link to Bayern Munich dates back to 2008. Back then he shared a flight with Uli Hoeneß. The Bayern president complained that players didn’t grasp the club’s core identity. Kosicke, then at Nike and Adidas, suggested creating a kind of corporate bible for the club. Hoeneß insisted only Kosicke handle the task. Together they formed a mixed team that captured the club’s values – and gave birth to the „Mia san mia“ slogan.

Why Kosicke’s role for the DFB is new

While formally employed by his own firm, Kosicke acts as an interface between Klopp and the DFB. Bernd Neuendorf, DFB president, said: „We noticed Marc is extremely important to Jürgen. The two were so closely linked that they could only be had as a package.“ His remit covers communication, sponsors and marketing – areas beyond pure football. Klopp himself sees Kosicke as an „associate for administrative tasks off the pitch.“

What’s next for Bayern and Klopp?

With Kosicke at his side, Klopp aims to drive structural change. The focus is on innovation and strategic realignment. Meanwhile the squad picture remains in flux. Currently sidelined: Lennart Karl and Serge Gnabry. How these changes will play out in upcoming games remains to be seen – but one thing is clear: Bayern Munich is adding another building block for the future.