Borussia Dortmund expand association with Footballco

Dortmund's Asian social media fan following increased from 36.4 million to more than 39.7 million last year.

The Bundesliga club, Borussia Dortmund (BVB) have announced the renewal and expansion of their social media collaboration with Footballco. The expanded deal will now also include the German club’s social content operation in Japan.

As per the 2019 accord, Footballco looks after The Black and Yellows’ social content approach, execution, and community building all over Asia.

This particularly includes the club’s Facebook pages in Vietnam, Singapore, Malaysia, Indonesia, Thailand, and India. Footballco has created over 2,500 bits of Dortmund content that have reached over 76 million users.

As per Global Web Index, Dortmund’s Asian social media fan following increased from 36.4 million, when the agreement was reached, to more than 39.7 million last year, making the coalition a breakthrough.

The arrangement has now been spread to cover the Japanese market, where the football media experts will create devoted Dortmund content for Twitter, Line, and Sports Navi.

Furthermore, Footballco will collaborate with the Dortmund women’s team via its Indivisa female-focused brand. Indivisa will introduce a new social series that follows Dortmund’s women’s team as they compete for advancement to the Frauen Bundesliga top flight this season.

Andy Jackson, Vice President of Global Football Partnerships at Footballco, said, “We’re delighted that Borussia Dortmund has decided to not only continue their partnership with Footballco but to also expand it as they look to increase their presence in Japan.

“Through Goal, our global football media brand, we’re aware of the unique characteristics that define Japanese football fans and we’re looking forward to helping Dortmund engage with them through original content and expand their fanbase across Asia.”

Suresh Letchmanan, Borussia Dortmund’s Asia Pacific Managing Director, added, “We are very fortunate to have Footballco as a partner for BVB in Asia since 2019 Their valuable work has helped significantly to increase the club’s presence in Vietnam, Singapore, Malaysia, Indonesia, Thailand and India and to transfer the black-yellow spirit to our fans and supporters in the region.

“In order to support our brand’s development in Japan, we believe that Footballco is the right partner to support us with the growth in this market and we are looking forward to the extension of our partnership.”

Morgan Brennan, Head of Indivisa, said, “BVB Frauen are a fascinating team and project and show Borussia Dortmund’s ambition for women’s football. This combination of lower league success and a leading European football brand aligns perfectly with Indivisa’s mission to cover the women’s game from the grassroots to the elite level. We’re looking forward to telling the story of the club and the women blazing a trail for one of the most well-known clubs in European football.”

Recently, the club also announced a new three-year deal with the German brand, Enders.

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