Close Brothers Seydler Research AG - BVB Aktie - Borussia Dortmund

Borussia Dortmund GmbH & CO KGaA
The four sub-objectives are characterized as follows:
Intensifying the promotion of up-and-coming talents
BVB has been well on track for the last couple of years in terms of youth talent
acquisition und talent development. It has been internationally acknowledged that a
football club of mostly unknown players (in terms of popularity in Europe) could
outplay star studded clubs like Manchester City or Real Madrid. Dortmund is an
example for a football club representing the values of the promotion of young
talents instead of a business model based on expensive transfers which are,
nowadays in some cases, financed by potent investors like sheikhs or Russians.
Talents
Sustainably adjusting athletic prospects
Nevertheless, Investments in the professional roster are also a necessity for
achieving sporting objectives such as qualifying for the UEFA Europa League. One
reason is to further foster established player, another reason is that the players
should also take part in sporting successes in money terms as well as the salaries
have remain attractive to the players to bind them to the club (and prevent
removals of key players like Götze ). However conflicts can arise between sporting
and financial targets, especially when players are bought or sold or the club fails
the sporting goal in the mid-term. In addition, BVB (as well as other clubs) have to
deal responsibly with money and expenses with regard to the new UEFA financial
fair play rules.
Athletic prospects
Increasing fan involvement
The BVB has one of the biggest and most loyal fan bases that results in one of the
highest average spectator numbers of in Europe and a sold out stadium for nearly
all games. A season ticket for the “yellow wall” (standing space in the Südtribune) is
relatively cheap in comparison to a ticket from Bayern Munich or in the English
Premier League. Thus, even fans with small budget can watch the matches.
Increasing fan
involvement
BVB takes also care of activities for fans outside the stadium. In 2012 a new online
game was introduced for fans. In "BVB Fantasy Manager", players can simulate
being the club manager. It has been extremely well received by fans since its
release, having been downloaded more than 170,000 times within the first four
months. The game was honoured at the SPONSORS Sports Media Summit.
Taking advantage of the "Borussia Dortmund" brand
“Echte Liebe” is the motto of the BVB, who was crowned with the "Marken-Award
2012” for the best managed sports brand in March 2012. The motto symbolizes the
strong bond of the fans (and sponsors) to the club and associates the brand BVB
with an intense memorable football experience. As long as Borussia Dortmund
achieves (international) sporting success, the club can strengthen the marketing for
the brand name, international as well as national. Advertising plays a key role in
this context. The club can determine the requirements and direction of sponsoring
activities and modify the strategy, which sponsors will be represented by BVB.
Brand “Borussia
Dortmund”
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