Presented by: Borussia Dortmund Real Love: the Fascination of the Brand in Black and Yellow Dennis Thom Borussia Dortmund (DE)

  • Conference
  • International

De Oosterpoort, B4 - Panel Room
15:00 - 16:00

The behaviour of music and football fans is aligned in a lot of ways. For example, both follow their favourite brands on the internet and buy tickets to see their heroes perform. Added to that, football clubs and event organisers face similar challenges, including secondary ticketing.

Football club Borussia Dortmund is a great example of effective brand communication that shows what true black and yellow storytelling is, and how the club meets the growing demands of fans, sponsors and football clubs. And those demands are continuously growing, meaning that intelligent marketing and sponsoring implementation are hugely important. Alongside that, new and innovative methods are required to enable communication in an authentic and effective way, so that everyone gets some benefit.

Noorderslag speaker Dennis Thom
Dennis Thom
Borussia Dortmund (DE)
After studying in the USA and obtaining a Business Administration and International Management diploma, Thom returned to his home town Dortmund to build up the club marketing of BVB in 2010. He won the brand award for “best sports brand in Germany” with Borussia Dortmund in 2012. As of 2013 he has been Head of Marketing and has since committed himself to increase the brand appeal of Dortmund and permanently occupy first place in the hearts and minds of the club's fans.