Borussia Dortmund is one of the largest and most successful German football clubs and the intensive football experience. Borussia Dortmund stands for, "intensity," "authenticity, "commitment," and "ambition." Our club colours are black and yellow. Everything about us is marked by its intense effect, especially the "true love" of our fans. Together with them we have survived more than 100 years with both great moments and times of crisis. Our stadium, the "Signal Iduna Park", is the epicentre. There is where the concentrated energy that lives inside BVB discharges. Consequently, the Signal Iduna Park was chosen by the British daily, the Times, as the best and most beautiful football stadium in the world. The unconditional loyalty of our fans drives us to give our everything and get back up time and time again. This incredible commitment is anchored firmly in the straightforward, authentic fighting spirit and the palpable ambition of the club. We have the strong desire to achieve great things. The results thus far: Since 1956, we have won eight German Championships (1956, 1957, 1963, 1995, 1996, 2002, 2011, 2012), four cup victories (1965, 1989, 2012, 2017), and were the first German club to win the European Cup Winners Cup (1966) and the UEFA Champions League (1997). Our promise: We will stay just as we have always been - straightforward, open, with a fighting spirit, grounded in Dortmund, and deeply rooted in our Westphalian home.
Borussia Dortmund pursues the strategic goal of positioning itself over the long term as a modern football company and establishing itself at the top level of the German national league. In all of its actions, Borussia Dortmund is guided by the principle of maximizing sporting success without piling up new debts. To pursue this strategic goal, we are always trying to increase the revenues coming in from marketing rights and increase the business results and thus the value of the company in a sustainable manner. In doing so, management keeps its social responsibilities towards the fans, club members, the city of Dortmund, and the region in mind. To do so, the economic foundation was expanded and strengthened with the sole marketing rights for "Signal Iduna Park," the strategic control of the "BVB" brand, and the further development of football related fields of business. In the future, the core business will remain professional football with its classic pillars of revenue: games, TV marketing, advertising, retail, and transfers. These goals serve as the basis for the management of the company.
Youth concept as a cornerstone
of the Strategic direction
A significant cornerstone of the strategic direction is the junior talent concept as defined by Borussia Dortmund. The basic idea is to develop junior talent into a strong professional team that meets the high sporting demands of Borussia Dortmund. Borussia Dortmund is aware that the in part significantly better financial position of some competitors domestic and abroad means that it will take a great deal of professionalism and creativity to reach these goals. Therefore, our philosophy stipulates a close interlocking of youth, amateurs, and professionals. With the help of superb framework conditions, such as a modern training centre and foundation of BVB Fußballakademie GmbH we foster and develop highly and extremely talented players. To win over these players for BVB we make use of modern, professional, and global scouting. As a consequence, Borussia Dortmund has a very young squad, and will continue to have one in the future. This path, which we have been pursuing very forcefully for many years now and which will be developed further in the future, sets us apart from many competitors. The successes over the past few years show that we are following the right course.
Strategy & Upside Potentials
The current strategy can mainly be outlined as follows:
- Sustained adjustment of the sporting perspectives / intensification of the promotion of junior talents
- integration of the fans
- Use of the brand "Borussia Dortmund"
- Additional successive improvements to the financial structure
- Sustained capital market communication
The current upside potentials can be described mainly as follows:
- (Subsequent) qualification for the UEFA Champions League / UEFA Europa League
- Realisation of transfer revenues
- Success in the national "DFB-Pokal" competition
- Holding of international matches in the Signal Iduna Park
- Development of advertising and VIP hospitality marketing
- Increase in merchandising revenue