Borussia Dortmund expand Footballco deal to enfold Japan

German football club Borussia Dortmund and Footballco have extended and expanded their social media partnership to include the former’s social content operation in Japan. 

Through a 2019 agreement, Footballco currently oversees the social content strategy, execution, and community management for the German football giants throughout Asia. 

Footballco has produced over 2,500 pieces of Borussia Dortmund content that has reached more than 76 million viewers. This includes managing the team’s Facebook sites in Vietnam, Singapore, Malaysia, Indonesia, Thailand and India. 

The Japanese market has been added to the existing agreement. For Japan, Footballco will create material specifically for BVB for Twitter, Line and Sportsnavi. 

Additionally, Footballco will also collaborate with Dortmund’s women’s squad via its female-focused brand Indivisa. In order to follow Dortmund’s women’s team as they compete for promotion to the top division of the Frauen-Bundesliga, Indivisa will debut a new social series.

Speaking on the deal, Andy Jackson, Vice President of global football partnerships at Football, said:

“We’re delighted that Borussia Dortmund has decided to not only continue their partnership with Footballco but to also expand it as they look to increase their presence in Japan. 

“Through Goal, our global football media brand, we’re aware of the unique characteristics that define Japanese football fans and we’re looking forward to helping Dortmund engage with them through original content and expand their fanbase across Asia.”

Suresh Letchmanan, Borussia Dortmund’s Asia Pacific managing director, added: 

“We are very fortunate to have Footballco as a partner for BVB in Asia since 2019 Their valuable work has helped significantly to increase the club’s presence in Vietnam, Singapore, Malaysia, Indonesia, Thailand and India and to transfer the black-yellow spirit to our fans and supporters in the region.

“In order to support our brand’s development in Japan, we believe that Footballco is the right partner to support us with the growth in this market and we are looking forward to the extension of our partnership.”

Morgan Brennan, head of Indivisa, also commented: 

“BVB Frauen are a fascinating team and project and show Borussia Dortmund’s ambition for women’s football.

“This combination of lower league success and leading European football brand aligns perfectly with Indivisa’s mission to cover the women’s game from the grassroots to the elite level.

“We’re looking forward to telling the story of the club and the women blazing a trail for one of the most well-known clubs in European football.”