Borussia Dortmund celebrate the 10th anniversary of its first international office in Singapore.
The establishment of the Singapore office marked a pivotal moment in BVB’s history, highlighting the club’s commitment to international growth and community building.
The club hired a local Dr. Sureshwaran Letchmanan, a native Singaporean, to lead the club’s ambitions and further develop the brand in the region.
Since the opening in 2014 the Singapore office has secured various partnerships and activities in more than 15 different countries in Asia, among them first team tours, legend matches, fan club gatherings and viewing parties as well as establishing BVB in markets such as Mongolia, Laos and Cambodia.
Over the years, the office has spearheaded various successful campaigns, including youth development programs, fan engagement activities, and commercial partnerships.
One of the standout was the Virtual Asia Tour in 2020 which was carried out for the COVID-19 era, as Borussia Dortmund had to act responsibly and at the same time wanted to be there for the club’s international fans.
BVB was the first international club to run and create an event where physical activity was not allowed, yet still reached many people with this creative virtual initiative. This inspired the club to strengthen its digital communications from Dortmund to Asia in close cooperation with the Asian offices in Singapore and Shanghai.
Strengthening Ties with the Asian Market
The collaboration with Bundesliga International has further amplified BVB’s presence in Asia. Joint efforts have led to the organization of high-profile events, such as The Bundesliga Dream, an initiative that offers local Asian players the chance to train at top Bundesliga academies; Bundesliga Experience, an initiative that aims to engage football fans across the region with a variety of events; and several first team Asia Tours, bringing the excitement of German football to fans in the region. These events have
been pivotal in showcasing the Bundesliga’s competitive spirit and BVB’s unique brand of football.
Looking Ahead: The Future of BVB in Asia
As Borussia Dortmund celebrates this significant milestone, the club remains committed to its vision of expanding its footprint in Asia and plans are already underway to introduce new initiatives that will continue to engage and inspire fans.
“With a presence now in more than 15 countries across Asia Pacific, we have not only expanded our horizons but also created countless wonderful memories and stories along the way,” ” said Carsten Cramer, Managing Director of Borussia Dortmund.
“Here’s to the incredible journey we’ve shared and the limitless possibilities that lie ahead.”
Over the past decade, this strategic expansion has significantly contributed to the club’s global outreach and engagement, fostering a deeper connection with fans, the media and partners across Asia.
These initiatives have not only raised BVB’s profile in Asia but have also spread the club’s values and spirit far beyond Germany’s borders.
“Over the past 10 years, we’ve had the privilege of witnessing the tremendous growth of BVB’s presence in Asia. The journey has been filled with memorable experiences, from building strong partnerships to engaging with passionate fans across diverse cultures,” said Dr. Suresh.
“Our success in the region is a testament to the dedication of our local teams and the deep connection we share with our supporters. As we look to the future, we are excited to continue pushing boundaries, fostering new relationships, and bringing the spirit of BVB to even more communities throughout Asia.”