FC Bayern Munich has launched its third initiative against online disinformation, partnering once again with Deutsche Telekom as part of the campaign known as "Gemeinsam #GegenHassImNetz." The centerpiece of this collaboration is a compelling video featuring top players Serge Gnabry, Joshua Kimmich, and Harry Kane. This clip aims to raise awareness about how swiftly fake news can spread, urging audiences to think critically before resharing any content they encounter online.
The slogan for this new social media thrust is clear: "Spiel keinen Fehlpass im Netz!" (or "Don’t play a bad pass online!"). The campaign highlights the dangerous potential disinformation has to disrupt social discourse and influence public perception—especially surrounding significant events like elections.
Dr. Michael Diederich, the Deputy Chairman of FC Bayern Munich AG, articulated the urgency of addressing this issue: "Das Herauslösen von_inhalt aus dem Kontext und ihre emotionale Aufladung sind typische Strategien für gezielte Desinformation - eine der größten Gefahren im digitalen Zeitalter. (Extracting information from its original meaning and emotionally inflaming it are classic strategies for targeted disinformation – one of the greatest dangers of the digital age.)" His words reveal the depth of the challenge posed by misinformation and its potential to undermine democratic processes.
The concept of manipulated quotes serves as the campaign's focal point. The video kicks off with Gnabry purportedly speaking disparagingly about the club, stating, "Der FC Bayern ist ein Scheißverein!" ("FC Bayern is a shitty club!"). The community reacts with shock, as this sentiment seems to go against the values associated with the club. Nevertheless, as the narrative progresses, audiences discover this statement was taken out of its broader, more positive original quote: "Der FC Bayern ist für mich alles, mehr als Fußball, nicht irgendein sch... Verein," thereby completely reversing its meaning.
This campaign, now launched as of March 14, 2025, reflects the necessity of addressing the reality of misinformation plaguing social media. Christian Hahn, Deutsche Telekom's Head of Marketing and Media, reiterated, "Mit dieser Kampagne möchten wir deutlich machen, dass Desinformationen uns alle betreffen. (With this campaign, we want to make it clear: disinformation affects us all.)" This assertion rings particularly true considering recent trends of manipulated content gaining traction online.
Prior incidents echo the campaign’s lessons; mid-2025 saw another viral incident involving FC Bayern star Thomas Müller appearing to sign with RB Leipzig, which, upon scrutiny, was revealed to be fabricated. Similarly, goalkeeper Manuel Neuer found himself embroiled in controversy due to a deepfake video advertising for an app, underscoring the club’s commitment to combatting misinformation.
With the video airing across FC Bayern's media channels, available online and through platforms such as YouTube and Instagram, the campaign's timing is more relevant than ever. It not only seeks to conserve the integrity of the club but also strives to build informed communities resistant to the allures of false narratives. The charge is clear: "Erstens prüfen, dann teilen – dafür machen wir uns als FC Bayern gemeinsam stark! (First examine, then share – that's what we at Bayern Munich are committed to!)"
This partnership between FC Bayern Munich and Deutsche Telekom symbolizes proactive engagement against hate speech and misinformation, promoting both fan responsibility and media literacy. The future of digital discourse requires vigilance, and through such initiatives, both entities hope to inspire fans to think critically before they click share.
The mantra echoes through the hearts of fans: don't disseminate disinformation. Rather, pause to verify content and engage meaningfully—a lesson not just for the sporty community but for all digital citizens promoting respect and accuracy across the internet.