Dortmund marks a decade of Asian presence

c/o Borussia Dortmund

Earlier this month, German club Borussia Dortmund marked the tenth anniversary of its first international office in Singapore, an expansion that has yielded growth with regards to global outreach and engagement that fostered a deeper connection with its partners across the region.

The office has been able to execute a number of projects that not only helped raise their profile in the region but also assisted in spreading the club's values outside of Germany. Most of these projects are often in collaboration with local counterparts, as well as with Bundesliga International, a subsidiary of the German top flight tasked with connecting football fans worldwide.

One of the key moves Dortmund made is to hire a local to lead the office. Under Dr Sureshwaran Letchmanan, the Singapore office has been able to organize a variety of successful campaigns and partnerships, youth development programs, and fan engagement activations, not just in the island-state, but in fifteen countries in the region as well, including places like Cambodia, Laos, and Mongolia. These include first team tours, legend matches, fan club gatherings and viewing parties.

An example of such a successful activation from the club is its "Virtual Asia Tour" from 2020, where Dortmund became the first international club to pull off an event that did not have physical activity and yet was able to reach many people.

Having collaborations with Bundesliga International allowed for an amplified impact in the region for both parties with multiple high-profile events. The Bundesliga Dream made it possible for local Asian players to aspire for an opportunity to train at top Bundesliga academies, while the Bundesliga Experience aims to engage football fans across the region through a plethora of activations. Various first team Asia Tours allowed such fans to witness what top-flight football in Germany is all about, highlighting the league's competitive spirit.

With all of these in the past decade, Borussia Dortmund also has an eye to expand its footprint in the continent through future initiatives, including the Philippines. In particular, the team is set to hold a football camp later this month in the country.

Managing Director Carsten Cramer shares, "Celebrating a decade of excellence, teamwork, and remarkable achievements, our Asia office in Singapore stands as a testament to our unwavering commitment and global vision. With a presence now in more than 15 countries across Asia Pacific, we have not only expanded our horizons but also created countless wonderful memories and stories along the way. Here’s to the incredible journey we’ve shared and the limitless possibilities that lie ahead."

Dr. Letchmanan adds, "Over the past 10 years, we've had the privilege of witnessing the tremendous growth of BVB’s presence in Asia. The journey has been filled with memorable experiences, from building strong partnerships to engaging with passionate fans across diverse cultures. Our success in the region is a testament to the dedication of our local teams and the deep connection we share with our supporters. As we look to the future, we are excited to continue pushing boundaries, fostering new relationships, and bringing the spirit of BVB to even more communities throughout Asia."