Sports Marketing 2011 - Carsten Cramer
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Borussia Dortmund is a German football club based in Dortmund with a strong brand and mass following. It has over 550 fan clubs worldwide and 46,000 club members. The club's stadium, Signal Iduna Park, has a capacity of over 80,000 and regularly sells out for matches. Dortmund has developed a deep bond and sense of family with its supporters, known as "Echte Liebe" or "True Love". The club's marketing emphasizes its local roots and commitment to the city and region of Dortmund.
Sports Marketing 2011 - Carsten Cramer
- 1. .'#%*/,(.#'+/#( !"#$%%&'()"#*+$,-( !!!"#$%&"$'(
- 2. Platzhalter Bild Bor ussia Dortmund . Aveiro | May 2011
- 3. Agenda 1.! Our strong brand 2.! Mass phenomenon Borussia Dortmund 3.! SIGNAL IDUNA PARK – Football intense
- 4. Agenda 1.! Our strong brand 2.! Mass phenomenon Borussia Dortmund 3.! SIGNAL IDUNA PARK – Football intense
- 7. BVB is a real football club with a 100-year tradition. Founded and with its roots firmly in Dortmund, it is influenced by a particular BVB is markedby a very particular intensity. Everything is full on. An inner tension and compressed power flows through everything; it is large, deep and strong. The club is at the Durch unsere Bindungskraft ist unser Verein Heimat und Familie heart of a city and a region within which many peoples and cultures are gathered and entwined – für viele Menschen. influenced by dynamic changes. There is a great energy present here, which overcomes the people and floods their hearts. For an instant or for a long time. BVB encapsulates all this, blasé neutrality isn’t an option. BVB does not leave you unaffected, but assaults the very peaks of feeling and emotion. Our intensity forges an unsurpassable football experience
- 10. BVB is a real football club with a 100-year tradition. Founded and with its roots firmly in Dortmund, it is influenced by a particular Westphalian identity as well as the culture of the region. BVB is proud of its heritage and history and stays true to its core virtues: sincerity and constancy. BVB thus has the ability Durch unsere Bindungskraft ist unser Verein Heimat und Familie to always return to those virtues even when the path has been difficult. This allows the BVB brand to be für viele Menschen. ranked alongside the most noble of brands: It defines much of what people see as virtuous and worthy. Our genuineness allows people to trust in us and embrace us with true love.
- 13. BVB has the ability to attract the masses and immediately establish a deep and lasting bond. BVB becomes ‘home’ and ‘family’. BVB is a magnet attracting enormous numbers of people; local, regional and national. BVB enchant the most diverse sections of the community, irrespective of age, sex or Durch unsere Bindungskraft ist unser Verein Heimat und Familie social status. It is a mass of people that in itself attracts yet more. It is a mass of people that BVB can für viele Menschen. tie to itself tightly and forever. The relationship that bonds the club with the masses is deep and intensive and lasts a lifetime. Our Bonding Force means that our club is at once ‘home’ and ‘family’ for many people.
- 16. BVB possesses a heartfelt will to achieve great things and acquire importance. It is the natural aspiration for success, acknowledgement of worth and love. It is not, though, a desire that quickly becomes pompous and leads to alienation of love. For BVB the aspiration is to maximise potential and Durch unsere Bindungskraft ist unser Verein Heimat und Familie then attain yet more. BVB’s self-image, dimension and prominence are moulded by it. für viele Menschen. Through our ambition we will achieve great things and enjoy sporting successes.
- 18. Agenda 1.! Our strong brand 2.! Mass phenomenon Borussia Dortmund 3.! SIGNAL IDUNA PARK – Football intense
- 19. 32.210.000 germans are aware of Borussia Dortmund and have a clear picture of the brand! Basis: representative sample; 603 individuals interested in football between 14 – 69 years Source: SPORT+MARKT football monitor national 2010/11, 3rd wave Echte Liebe.
- 20. 27.810.000 germans state sympathy for Borussia Dortmund! Basis: representative sample; 603 individuals interested in football between 14 – 69 years Source: SPORT+MARKT football monitor national 2010/11, 3rd wave Echte Liebe.
- 21. 4.340.000 germans state to be a supporter of Borussia Dortmund! Basis: representative sample; 603 individuals interested in football between 14 – 69 years Source: SPORT+MARKT football monitor national 2010/11, 3rd wave Echte Liebe.
- 22. Phenomenon Borussia Dortmund 550 fanclubs worldwide 46.000 club members 21 hours on screen time for sponsors on advertising boards and logo walls ~ 1 billion contacts with the target group 193 hours television coverage around the Bundesliga matches of Borussia Dortmund ~ around 8.5 billion contacts Basis: viewers older than 14 years Source: SPORT + MARKT AG Echte Liebe.
- 23. Digital media bvb.de PIs 18.016.115 Visits 5.040.532 Facebook Friends 430.500 Twitter Follower > 5.000 Echte Liebe.
- 24. Agenda 1.! Our strong brand 2.! Mass phenomenon Borussia Dortmund 3.! SIGNAL IDUNA PARK – Football intense
- 26. Initial Situation Football means everything in and around Dortmund! Borussia Dortmund means home and family! The relation between supporters and the club can be described best as „Echte Liebe“! ! season tickets are passed from generation to generation Echte Liebe.
- 27. Marketing campaigns We give it all! Everyone where he belongs. !! Online & offline club media !! Local media !! Media cooperations !! Presence in and around Dortmund Echte Liebe.
- 29. Average attendance Continuous increase over the last six years 2006/07 72.652 2007/08 72.510 2008/09 74.801 2009/10 77.246 Average attendance 10/11: 79.151 no. 2 in Europe! Echte Liebe.
- 30. Season 2010/11 51.200 season ticket holders european record! Echte Liebe.
- 31. Tha nk you. Borussia Dortmund GmbH & Co. KGaA Rheinlanddamm 207-209 D-44137 Dortmund Fon +49 (0) 231.90 20 0 Fax +49 (0) 231.90 20 105 [email protected] www.bvb.de