Borussia Dortmund – Echte Liebe („Real Love“) · Borussia Dortmund in Japan 25% of the...
Transcript of Borussia Dortmund – Echte Liebe („Real Love“) · Borussia Dortmund in Japan 25% of the...
Platzhalter Bild
Seite 2 Page
Message Shinji Kagawa
Seite
1. A modern fairy tale
2. Our international approach
3. A mass phenomenon
4. Black & yellow in Japan
5. Welcome to the family
| September 2014 | © Borussia Dortmund GmbH & Co. KGaA 3 Page
4 | September 2014 | © Borussia Dortmund GmbH & Co. KGaA Page
5 | September 2014 | © Borussia Dortmund GmbH & Co. KGaA
The long way back…
Page
6 | September 2014 | © Borussia Dortmund GmbH & Co. KGaA Page
Back in 2008…
7
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
Seite
What do we stand for?
8 Page
Be aware that…
9 | September 2014 | © Borussia Dortmund GmbH & Co. KGaA Page
10
The objective
| September 2014 | © Borussia Dortmund GmbH & Co. KGaA Page
Seite
The BVB brand wheel
11 Page
Seite
The character of the brand
12 Page
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
Seite | September 2014 | © Borussia Dortmund GmbH & Co. KGaA 13 Page
Borussia Dortmund is the intense football experience.
Seite 14 Page
Video „One dream“
| September 2014 | © Borussia Dortmund GmbH & Co. KGaA 15 Page
Seite
Intensity?
Seite
The BVB approach
Become visible
Become hot
Become loved
Seite
Become visible!
International TV coverage
Continous CL / EL participation
Objective: Reach as many people as possible!
Seite
Become hot!
Sportive success / Trophies
Local Heroes
Objective: Create local touchpoints!
Seite
Become loved!
Sustainable relations
Fan loyalty
Objective: Expand the local fanbase!
Seite 21 | September 2014 | © Borussia Dortmund GmbH & Co. KGaA Page
22
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)
| September 2014 | © Borussia Dortmund GmbH & Co. KGaA Page
23
Facts & figures
80.297 average attendance in 13/14
Highest average attendance in football globally
55.000 season tickets sold
>110.000 club members
| September 2014 | © Borussia Dortmund GmbH & Co. KGaA Page
24
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
Seite | September 2014 | © Borussia Dortmund GmbH & Co. KGaA 25 Page
26
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
| September 2014 | © Borussia Dortmund GmbH & Co. KGaA Page
27
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
| September 2014 | © Borussia Dortmund GmbH & Co. KGaA Page
28
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
| September 2014 | © Borussia Dortmund GmbH & Co. KGaA Page
29
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
| September 2014 | © Borussia Dortmund GmbH & Co. KGaA Page
30
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
| September 2014 | © Borussia Dortmund GmbH & Co. KGaA Page
31
Japanese players
| September 2014 | © Borussia Dortmund GmbH & Co. KGaA Page
Seite | September 2014 | © Borussia Dortmund GmbH & Co. KGaA 32 Page
33
Scope of cooperations
GLOBAL
„ChampionPartner“
NATIONAL
„Partner“
REGIONAL
„RegionalPartner“
| September 2014 | © Borussia Dortmund GmbH & Co. KGaA Page
34
„BVB-ChampionPartner“
Global exclusivity in the respective category
TV relevant advertising (LED boards)
Comprehensive package of rights including presence on main online & offline channels
| September 2014 | © Borussia Dortmund GmbH & Co. KGaA Page
35
„BVB-Partner“
National exclusivity for the territory of Germany
TV relevant advertising (LED boards)
Selected package of rights mainly for Germany
| September 2014 | © Borussia Dortmund GmbH & Co. KGaA Page
36
„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
| September 2014 | © Borussia Dortmund GmbH & Co. KGaA Page
37
Individual approach
| September 2014 | © Borussia Dortmund GmbH & Co. KGaA Page
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!
Seite
„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
[email protected] www.bvb.de