City of Munich Charges Cathy Hummels for Oktoberfest Event
The City of Munich has imposed a fee on Cathy Hummels for her annual 'WiesnBummel' event, marking the first instance of such a charge. This action is part of the city's strategy to monetize the Oktoberfest brand and safeguard its reputation. Cathy Hummels, wife of former German footballer Mats Hummels, has been organizing the 'WiesnBummel' for a decade. The event has evolved into a popular Oktoberfest tradition, drawing celebrities like rapper Kollegah and actors Jenny Elvers, Nina Bott, Simone Ballack, and Oliver Pocher. This year, the city levied a 'surely very high five-digit amount' for the use of the Oktoberfest brand. Despite the charge, the city's relationship with Hummels remains positive, with former Wiesn chief Clemens Baumgaertner making an appearance. Hummels has commended the city's work, describing their collaboration as very trusting. She also views the fee as an investment in her brand, 'Events by CH'. The city may target more influencers in the future, aiming for trusting partnerships with content creators and other allies. Revenue can be generated at such events through collaborations with major brands using the 'WiesnBummel' as a promotional platform. The City of Munich's decision to charge Cathy Hummels for her 'WiesnBummel' event indicates a novel approach to monetizing the Oktoberfest brand. The city plans to extend this strategy in the coming years, potentially targeting more influencers and social media personalities. The funds collected will contribute to preserving and maintaining the festival's reputation.
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