The Origins of Mia San Mia
Everyone knows the phrase "Mia San Mia." It's at the Allianz Arena, printed on the jerseys, on merchandise, in player speeches, and even tattooed on fans' skin.
But did you know this phrase — now tied to an entire way of life — was only coined fairly recently? In this article, I want to give you the full story behind the origins of Mia San Mia.
Before It Was Named, It Was Lived
Mia San Mia existed long before it was introduced.
Bayern were promoted to the Bundesliga in 1965. That squad featured three Bayern legends: Sepp Maier, Franz Beckenbauer, and Gerd Müller. Over the next few years, players like Georg Schwarzenbeck, Paul Breitner, Franz Roth, Uli Hoeneß, and Karl-Heinz Rummenigge joined the club or were promoted from the youth ranks.
That group had the resilience, the perseverance, and the grit to never give up. They didn’t just win the European Cup Winners’ Cup — they went on to win three consecutive European Cups (Champions League titles), right after Ajax had achieved the same.
Bayern didn’t just play in the Bundesliga — they survived the Bundesliga. They made their name despite being young, inexperienced, and often underestimated.
So long before Mia San Mia was coined and commercialized, it already lived — in the Grünwalder Stadion, in the Olympiastadion, in the dressing rooms, in the stands, in the players, in their beliefs.
Grünwalder Stadion, where the roots of Mia San Mia were forged.
The Meeting That Gave It a Name
It all changed in a chance meeting in 2008.
Uli Hoeneß was sharing a flight with Oliver Bierhoff and Marc Kosicke. During the flight, Uli talked about how some of the new players didn’t seem to understand what it felt like to be “Bayern-like.” That intangible quality was missing.
Kosicke asked Uli if Bayern had ever explained what that meant. The answer was no.
Kosicke — a marketing strategist and Klopp’s advisor — decided to help put that feeling into words. He brought in a team of people who worked with Bayern to distill the meaning. When it came down to choosing between “Mia San Mia” and “Mia San Mir,” Uli famously said:
“The only Mir I know is the Russian space station.”
(Source: Kicker article)
The spirit of Uli — embedded in the ethos of Mia San Mia.
The 16 Tenets of Mia San Mia
The work didn’t stop with branding. Bayern took it one step further and defined Mia San Mia — not just as a slogan, but as a set of values.
(Source: Bundesliga article)
- Mia san ein Verein – We are one club: Formed by shared history and values.
- Mia san Botschafter – We are ambassadors: We shape Bayern’s image with our actions.
- Mia san Vorbilder – We are role models: Leading by example on and off the pitch.
- Mia san Tradition – We are tradition: Proud of our legacy and historical stance.
- Mia san Innovation – We are innovation: Forward-thinking in sport and spirit.
- Mia san Selbstvertrauen – We are self-belief: Confidence in every match, every moment.
- Mia san grenzenlos – We are diversity: United across cultures and backgrounds.
- Mia san Fußball – We are football: Formed from the game, living for the game.
- Mia san Respekt – We are respect: Fundamental to our relationships and success.
- Mia san Freude – We are joy: Football is joy — we share it with the world.
- Mia san Treue – We are loyal: To our players, fans, and values.
- Mia san Partner – We are partners: Standing together in every result.
- Mia san Heimat – We are home-loving: Proud of Munich and our roots.
- Mia san Motor – We are dynamic: Always growing, never standing still.
- Mia san Verantwortung – We are responsibility: Leading with accountability.
- Mia san Familie – We are family: Bound by passion, forever Bayern.
Where Are We Now?
In recent times, Mia San Mia has been diluted.
More money. More media. More pressure. More change.
Somewhere along the way, the spirit behind the motto has been tamed. The firing of Julian Nagelsmann felt like a breaking point — a move that went against what Bayern stands for.
The team was alive in all competitions. They looked strong in the Champions League. And yet, the reasoning was that “the treble was in danger.”
It was in danger, yes — but from within. We lost the Pokal. We crashed out of the Champions League. We barely won the Bundesliga.
Just like Uli felt in 2008, I feel the same in 2025. Something is missing.
Bringing It Back
Mia San Mia must be taught — not just quoted. It has to be lived.
Every player who joins this club — from the Campus or from abroad — should feel what Bayern stands for.
Grit. Loyalty. Leadership. Perseverance. Not entitlement. Not branding. Not just marketing.
With Vincent Kompany, we’ve seen a spark. The fight against Leverkusen. The Champions League run. There’s hope. But we must feed that fire.
A Club That Leads Off the Pitch
Bayern must also be more public about what it stands for off the field. Social responsibility. Player involvement. Charity. Education. Humanity.
Clubs like Liverpool have set an example with how they communicate and act. Bayern — with all its weight and meaning — must do even more.
That is part of Mia San Mia, too.
We Are the Flame
I’ve felt what Mia San Mia is — through the highs of Robben’s volley at Old Trafford in 2010, and the heartbreak of the 2012 Champions League final at home.
The spark. The legend. Robben's unforgettable strike at Old Trafford.
From hearts to hands — Mia San Mia lives in the fans.
Those moments shaped me. They shape all of us.
Mia San Mia is not just a motto. It’s a calling.
We are not just fans. We are keepers of the flame. We are Mia San Mia.