“Self-confidence, but without arrogance”: Bayern’s ex-media boss reveals who invented “Mia san mia” 2025 best
“Self-confidence, but without arrogance”: Bayern’s Ex-Media Boss Reveals Who Invented “Mia san mia”
The phrase “Mia san mia” has become synonymous with FC Bayern Munich and embodies the club’s identity, philosophy, and winning mentality. Translated roughly as “We are who we are”, it signifies the club’s self-confidence, resilience, and refusal to back down from any challenge. But who actually coined this now-legendary phrase?
According to former Bayern Munich media chief Markus Hörwick, the origins of “Mia san mia” go deeper than most people realize. While many assume it has been a part of Bayern’s history for decades, Hörwick has recently revealed that the club actively crafted and promoted the phrase in the 21st century to shape its image globally.
The Origins of “Mia san mia”
For years, Bayern Munich was known for its strong mentality and ex-media winning culture. However, the exact wording of “Mia san mia” wasn’t officially used as a club slogan until the early 2000s. Hörwick, who worked at Bayern for over three decades, claims that the phrase was introduced during a period of strategic branding under Uli Hoeneß and Karl-Heinz Rummenigge.
“We wanted something that captured the essence of Bayern Munich: self-confidence, but without arrogance,” Hörwick explained. The club was looking for a motto that would distinguish it from competitors, something that would reflect Bayern’s identity, history, and mentality in just a few words.
What Does “Mia san mia” Represent?
The phrase is deeply rooted in Bavarian dialect and culture. It represents an unwavering belief in oneself, a determination to succeed, and the ability to overcome adversity. In the world of football, Bayern Munich embodies these traits better than most clubs.
Over the years, Bayern players and managers have referenced the slogan to emphasize their winning mentality and team spirit. Whether after a crucial victory or a painful defeat, “Mia san mia” serves as a reminder that Bayern always fights back.
How “Mia san mia” Became a Global Brand
Once the club adopted “Mia san mia” as an official slogan, Bayern actively integrated it into their marketing and media strategy. It began appearing on team merchandise, banners at the Allianz Arena, and official club materials. Players were encouraged to embrace and embody the philosophy, both on and off the pitch.
When Bayern dominated European football in the 2010s, especially during the 2012–13 treble-winning season, “Mia san mia” became more than just a phrase—it became a global ex-media symbol of Bayern’s relentless ambition and team unity.
The Impact of “Mia san mia” on the Players
Many Bayern legends have spoken about the power of this mentality:
- Thomas Müller often refers to “Mia san mia” when discussing Bayern’s fighting spirit, emphasizing that it’s about hard work, determination, and a refusal to accept defeat.
- Manuel Neuer has described it as the belief that Bayern should ex-media always aim for the highest goals, whether in domestic or international competitions.
- Bastian Schweinsteiger highlighted how the phrase reflects the Bayern DNA, where players are expected to give everything for the club and never settle for mediocrity.
Conclusion: More Than Just Words
While “Mia san mia” started as a branding decision, it has evolved ex-media into something much greater. It is now an integral part of Bayern Munich’s identity, shaping the way players, staff, and fans see themselves. The phrase captures the essence of the club’s winning culture and continues to inspire generations of footballers wearing the famous red shirt.
Bayern’s ex-media boss Markus Hörwick may have revealed the true origins of the slogan, but its meaning has long since transcended words—it is now a philosophy that defines the club’s legacy.
