The Istria Tourist Board is proud to partner with one of the world's largest and most successful football clubs, FC Bayern München. Founded in 1900, the renowned German club is synonymous with sporting excellence, professionalism, and global success, having won numerous domestic and European titles while building a fan base of millions across the globe.

The strategic partnership with FC Bayern München, established in 2018, marks a milestone in the Istria Tourist Board's marketing activities. It represents an innovative and creative approach to promoting Istria internationally, leveraging the global reach and reputation of one of football's most iconic brands.

This partnership is founded on shared values of excellence, prestige, and international appeal. As Croatia's leading tourist destination, Istria is celebrated for its exceptional gastronomy, pristine natural landscapes, and rich cultural heritage. Rooted in the Mediterranean way of life and committed to sustainable development, the region offers a unique blend of authenticity and quality. FC Bayern, meanwhile, embodies a global sporting brand whose influence extends well beyond the football pitch.

Recommended by Josip Stanišić Campaign
This partnership with the football giant has gained an additional dimension through Croatian national player Josip Stanišić. Having joined FC Bayern München's youth academy in 2017, he earned his place in the first team through talent, dedication, and professionalism. Today, he is not only a key member of the club but also a natural ambassador who strengthens the connection between Bayern and Croatia.

As part of the partnership between the Istria Tourist Board and FC Bayern München, a new campaign entitled Recommended by Josip Stanišić was launched in 2026. At the heart of the campaign is a promotional video in which Stanišić invites visitors from Germany and around the world to discover Istria and its unique attractions. Through a personal and authentic message, he presents the peninsula as an ideal destination for holidays, active travel, and unforgettable Mediterranean experiences.

The campaign is supported by a dedicated landing page on the Istra.hr portal, available in German, English, Italian, and Croatian. Promotional activities are primarily carried out through social media channels, with a particular focus on Facebook and Instagram.

As part of the campaign, FC Bayern München is also running a competition promoted across the club’s extensive digital ecosystem, including a dedicated newsletter distributed to approximately 820,000 recipients, the official FC Bayern website, the FC Bayern app, and social media activities connected to the campaign. Additional visibility is generated through Josip Stanišić’s social media channels.

Through FC Bayern’s extensive digital reach, the campaign significantly increases the international visibility of Istria and reinforces its position as a leading European travel destination.

Thanks to FC Bayern’s vast digital reach, the campaign significantly enhances Istria’s international visibility and further reinforces its position as one of Europe’s leading tourist destinations.

By combining authentic storytelling with the credibility of one of football’s most recognized brands, the campaign inspires millions of potential travellers to explore Istria’s unique experiences, rich cultural heritage, exceptional gastronomy and outstanding lifestyle offerings.

The Recommended by Josip Stanišić campaign is being implemented in cooperation with the German marketing agency pmc active GmbH and runs until 30 June 2026. It opens new opportunities to strengthen Istria’s presence in key target markets, supported by the global reach and influence of FC Bayern München.

This prestigious partnership has already produced several high-profile projects. In July 2019, the Istria Tourist Board and FC Bayern München organized a spectacular exhibition tournament in the historic Pula Arena, featuring a memorable match between FC Bayern legends and members of Croatia’s celebrated 1998 national team.

»» Recommended by Josip Stanišić portal:
istra.hr/en/recommended-by-josip-stanisic

»» The match between FC Bayern München Legends and Croatia’s 1998 World Cup Legends at the Pula Arena can also be viewed on 
YouTube at the following link

[June 2026]