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Message Shinji Kagawa

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1. A modern fairy tale

2. Our international approach

3. A mass phenomenon

4. Black & yellow in Japan

5. Welcome to the family

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The long way back…

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Back in 2008…

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Lack of coherence in brand image No brand identity established

Beautiful game

Tradition

Solidarity

12th man

Success Myth

Community

Passion

| September 2014 | © Borussia Dortmund GmbH & Co. KGaA Page

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What do we stand for?

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Be aware that…

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The objective

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The BVB brand wheel

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The character of the brand

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Its character gives BVB an unmistakable personality. We can shape this personality by strengthening aspects of the character. In our daily contact with people.

Passionate, not plain

Forceful, not delicate

Radiant, not bland

Warm, not arrogant

Direct, not diplomatic

Hungry, not modest

Proud, not elitist

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Borussia Dortmund is the intense football experience.

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Video „One dream“

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Intensity?

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The BVB approach

Become visible

Become hot

Become loved

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Become visible!

International TV coverage

Continous CL / EL participation

Objective: Reach as many people as possible!

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Become hot!

Sportive success / Trophies

Local Heroes

Objective: Create local touchpoints!

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Become loved!

Sustainable relations

Fan loyalty

Objective: Expand the local fanbase!

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Facts & figures

30,9 million germans know the club

23.4 million sympathizers in Germany

7.1 million fans in Germany

11.8 million fans globally (ex-Germany)

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Facts & figures

80.297 average attendance in 13/14

Highest average attendance in football globally

55.000 season tickets sold

>110.000 club members

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Digital channels

Homepage 20.000.000 PIs

5.500.000 Visits

Facebook 10.400.000 „Friends“

Twitter 1.250.000 Follower

Google+ 800.000 Follower

App‘s 460.000 iPhone Downloads

630.000 Android Downloads

| September 2014 | © Borussia Dortmund GmbH & Co. KGaA Page

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Borussia Dortmund in Japan

25% of the japanese population is aware of Borussia Dortmund

6.02 million Japanese are interested in Borussia Dortmund

Basis: Representative sample (1000 participants in every case) within age group 16-69 in all stated markets, Interest in Borussia Dortmund; in % of every country’s population in age group 16- 69; Source: Repucom AG

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Japanese homepage

Tailormade homepage for japanese followers & fans

Specific contents on players & japan related activities such as soccer school

>130.000 visits on the day of the transfer of Shinji Kagawa

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Japanese webshop

Japanese webshop for Borussia Dortmund merchandise

Low shipping costs and quick delivery times

>2000 Kagawa shirts sold via the japanese shop since he joined BVB

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BVB Soccer School

BVB Evonik Soccer School powered by Puma with a permanent presence in Japan

BVB coach lives in Tokio

>200 kids regularly join soccer school courses based on the youth philosophy of BVB

Additional courses all over the country

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Partnership Cerezo Osaka

Regular exchange & friendly matches of youth teams

Good relationship on a management level

Shinji Kagawa & Mitsuru Maruoka joined BVB from Cerezo Osaka

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Japanese players

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Scope of cooperations

GLOBAL

„ChampionPartner“

NATIONAL

„Partner“

REGIONAL

„RegionalPartner“

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„BVB-ChampionPartner“

Global exclusivity in the respective category

TV relevant advertising (LED boards)

Comprehensive package of rights including presence on main online & offline channels

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„BVB-Partner“

National exclusivity for the territory of Germany

TV relevant advertising (LED boards)

Selected package of rights mainly for Germany

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„BVB-RegionalPartner“

Regional partner for the territory of Japan

Logo rights and selected advertising rights (such as license & image rights)

Presence on all Borussia Dortmund channels and platforms in Japan

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Individual approach

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Tailormade packages for the individual needs and wishes of each partner

Huge flexibility in the combination of rights

We seek for authentic partnerships instead of generic sponsorships!

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„WE´RE ALL PRETTY MUCH

IN LOVE WITH THIS CLUB

AND THE WAY THINGS ARE

DONE HERE.“

Jürgen Klopp

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

info@bvb.de www.bvb.de