Bayern Munich has apologized for a publicity stunt that announced a "spectacular transfer" but turned out to be a club promotion on social medium Facebook that backfired and left many fans angry and disappointed.

“Based on the many comments we received, there are many Facebook fans of Bayern Munich who were not happy with our action,” the German club said in a statement. “We are sorry. It was not our intention to disappoint with the new FC Bayern app.”

Bayern Sports Director Christian Nerlinger had announced on Thursday that a spectacular transfer would be unveiled at a news conference later that day. The conference, streamed exclusively for its Facebook page an hour later, turned out to be a promotion in which Nerlinger said every Bayern fan was the "spectacular transfer. Our 12th man."