Bundesliga: In cut-throat business of commercialised football, Borussia Dortmund redefines success by following ‘The Dortmund Way’

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Dortmund’s insistence to create superstars rather than buy them, or to keep ticket prices low to retain the in-game atmosphere stand out in cash-rich world of football.

The club makes less than 10 percent of its total revenue from ticket sales while they have just five percent commercial VIP seats.

Unlike other football clubs, BVB have stuck to their core competence rather than diverging into sports like basketball or eSports.

When Carsten Cramer talks, inevitably the phrase ‘The Borussia Dortmund way’ finds a way of making an appearance. Repeatedly. For the BVB COO and the club, it’s not just a marketing catchphrase. It’s the tenet by which they have sworn to live and die for the past 15 years in each aspect of their functioning — be it their insistence to create superstars rather than buy them, or their strategy to deliberately keep ticket prices low to retain the in-game atmosphere and the loyalty to home fans, or their bottom-up approach to foreign markets rather than simply playing friendlies to maximise profits, or their refusal to not venture into other sports like basketball or eSports.
“Focus on ourself, focus on football, try to build superstars, but never hire them,” said Cramer — who jokingly called himself ‘a marketing guy who’s fully convinced about his brand’

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