The club’s digital footprint saw a significant surge, generating 100 million in total reach and attracting 300,000 new social media followers. Broadcast metrics reflected this momentum as well; the match against FC Tokyo drew 160,000 unique users on Abema TV, shattering the platform’s previous Bundesliga viewership record by 60 percent.
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Borussia Dortmund Claims Record-Breaking Success in Japan Tour
Over 70,000 fans engaged with Borussia Dortmund during the club’s intensive seven-day tour of Japan, signaling a major expansion of the Bundesliga side’s footprint in the region. The trip, marked by record digital reach and strategic commercial partnerships, served to cement BVB’s influence in one of its key international markets.
Commercial activity proved equally robust, with 14 partners executing 33 activations, including a high-profile kit launch with PUMA that saw 10,000 jerseys sold. Beyond the pitch, the club leveraged the tour to deepen institutional ties, hosting its first Investor Relations Roadshow in Tokyo alongside Nomura to engage local growth-value investors. The visit also highlighted BVB’s brand versatility, as the club became the first non-Japanese entity to feature in the World Street Series, utilizing a massive 14,000-square-meter projection mapping display. Interest from local supporters remains high, with 10 formal inquiries submitted to establish new official fan clubs before the team departed.
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