Annual Report 2006/2007 KGaA/Group - BVB Aktie - Borussia ...

The fan shop in the August Lenz building, directly adjacent to the stadium forecourt.
SIGNAL IDUNA PARK & MERCHANDISING
Like all other clubs, Borussia Dortmund
classically defines “merchandising” as
the “fan article business”. In this respect, a
distinction is drawn between retail and
licensed business. For the latter, a
licensed company may give its
products the look and feel of
Borussia Dortmund and use its
own distribution channels for
sales. As licensor, Borussia
Dortmund receives a minimum
licence fee and performancebased,
per unit royalties. The
grant of licences lends itself particularly
to niche products where
the licensee, as a specialist, has a strong distribution
network.
By its nature, the retail business is stronger.
In this respect, BVB has four fan shops of its
own in Dortmund. Furthermore, as additional
modern distribution channels, there is an
Internet shop, an internal and external
call centre and the possibility of
ordering by mail order using the
BVB fan article catalogue. The
distribution channels are rounded
off by a commercial network
across Germany involving 150 partners
(sports stores and chains such
as Karstadt, Kaufhof, Intersport,
Sport2000, Decathlon).
In this way, the “Borussia Dortmund” brand is
transported and multiplied as best as possible.
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The complete range of fan articles
is, of course, also covered in the
new fan shop at the stadium.