Basic HTML Version
VfB Stuttgart
Bayer Leverkusen
Werder Bremen
1. FSV Mainz 05
Hamburger SV
Hertha BSC
Bor. Dortmund
Bayern München
FC Schalke 04
Bor. M’gladbach
7.2
7.0
6.8
6.6
6.4
6.2
6.0
5.8
5.6
5.4
Member Figures
2009
2014
100,000
90,000
80,000
70,000
60,000
50,000
40,000
30,000
20,000
10,000
0
Source: Internal data from Borussia Dortmund
31,000
100,000
+223%
in 5 Years
Borussia Dortmund is the most popular Bundesliga club nationwide
and is the least polarising: 45% of all Germans interested in football
find Borussia Dortmund ‚appealing‘.
Data: in %, Base: Football-interested Germans, w.
Source: vgl. Ipsos Grundlagenstudie SPONSORING 2012, October 2011
Appeal
not (very) appealing
neutral
(very) appealing
17
30
21
18
20
45
40
39
36
30
Development of the brand image between 2007 and 2013:
total score of the Top 3 of the HORIZONT-Performance-Check.
Brand Image
Brand Feel Ranking
Source: mafo.de, KW 04/2014
According to Mafo.de, the BVB has received a brand ranking of 7.2 points regarding market
strength and is thereby ahead of Bayern Munich, especially in regards to the image figures. The
club has the reputation for being more congenial, more natural and less complicated than their
league competitors from the South. According to the same study, the BVB has a nearly unbeatable
popularity, the best image figures and distinctive features that are far above average. The BVB is
also perceived as a modern and dynamic quality brand with great appeal and tradition.
Success in
all dimensions
Athletic Success
200
150
100
50
0
+17.5%
+31.7%
+8.1%
Source: Assessment HORIZONT sports business
Borussia Dortmund has the highest average attendance in European club football. No other seasonal sporting or entertainment event attracts a larger audience.
National
Source: www.stadionwelt.de; Date: June 2013
Crowd Average
80,482 71,000
61,171
52,916
50,054
80,496
1x
3x
1x
1x
3x
UEFA Champions
League winner 1997
DFB Cup winner 1965,
1989, 2012
World Cup winner 1997
Supercup winner 1989, 1995, 1996
European Cup Winners‘ Cup 1966
8x
German champion 1956, 1957, 1963, 1995, 1996, 2002, 2011, 2012
International
71,350
75,530
68,876
71,000