After 100 years, Bayern Munich remains most loved and hated

That meant the club were unable to add to their three continental crowns from 1974, 1975 and 1976 — though they became a member of a highly select club in 1996 when a Uefa Cup final win over Bordeaux completed the European set following their 1967 Cup Winners’ Cup success.

In addition, the side, who are simultaneously the most popular but also the most hated club in the land, have won nine German Cups. Although from time to time the likes of Borussia Monchengladbach (in the 1970s), Hamburg (in the late 70s and early 80s) and Borussia Dortmund (in the 1990s) managed to carry off a few trophies of their own, no other club has ever looked like pushing Bayern off their pedestal.

The club have pushed turnover to a healthy $125 million a year and employ 120 staff that produced a pre-tax profit of $12 million for 1998-99.

Dortmund, the second richest club in the land, have a turnover of just $80 million.

Much of the credit for that is down to the marketing genius of former star and current club manager Uli Hoeness, a mid-fielder in the glory days of the 1970s and who has successfully driven a hard bargain for television rights in the era of more and more lucrative European evenings.

Aside from his footballing interests, Hoeness keeps a close eye on the financial press and is the chief executive of a flourishing sausage meat business.

In fact, the two teams will be able to measure themselves against each other in a footballing sense in the European Champions League next week.

With their 84,500 members and 1,790 supporters’ clubs spread across the country, Bayern, with club president Franz Beckenbauer as their public figurehead, have expanded their horizons well beyond Bavaria.

The club remain exposed to political undercurrents, however, in a region dominated by the arch-conservative Christian Social Union, which can cause some friction.

Even the more liberal Beckenbauer felt the virtual quarantine imposed by the European Union on neighbouring Austria’s far-right leader Jorg Haider was a little over the top.

But in a naturally conservative region, the club have always been known for their openness, signing more than their share of foreign players.

Bayern, who were in the shadow of neighbours 1860 Munich early in their existence, began to impose their sporting stranglehold four years after promotion in 1965, winning their first title in 1969.

The win marked the start of a sparkling decade at home and abroad although Monchengladbach bagged five titles in that period.

Nevertheless the “golden years” featured a sparkling line-up including such stars as ‘keeper Sepp Maier, the original libero Beckenbauer, striker Gerd `the bomber’ Muller, Hoeness, Breitner, Karl-Heinz Rummenigge and countless others.

Such stars were also the mainstay of the side which won the 1974 World Cup with West Germany.

“It was the sort of side that only comes along once,” said `Kaiser’ Beckenbauer.

Five points clear of the pack this season, Bayern are comfortably leading the race for a 16th title and hope to build a new stadium within the coming year or two to replace the faded Olympic Stadium.