In imitation of the famous portrait of King Ludwig II, we proclaimed Ribery the new King of Bavaria. The provocative “painting” was hung on an important historical location, the Theatiner Church, near the Feldherrenhalle – one week before the new Bundesliga football season began.

Major papers in Germany and elsewhere published stories about it, leading television programs reported on it, magazines chose it as their cover story, and Sport Bild even made a TVC out of it. “King Ribery” became a catchword. The value outstripped the 78,000€ invested in it twentyfold and amounted to 1.55 million.