Borussia Dortmund’s USA tour to hold substantial financial significance
Borussia Dortmund are set to undertake a USA tour this summer, with the club already confirmed to be playing Manchester United and Chelsea over the course of their stay overseas.
Football has always been, at its core, the world’s game. With the globalization of financial markets however, this term has taken on a new meaning. For clubs like Borussia Dortmund, who 20 years ago weren’t a well known commodity in places like the United States, expanding their brand internationally has taken on a substantial amount of significance. International tours have become a staple for clubs like Dortmund to help grow budding fan-bases in the hopes of increased interest in the club and the German Bundesliga as a whole. So far, their US tours have yielded success in this vein.
Dortmund will be coming to the United States for their fourth ever tour of the country, focusing on the mid-west and western United States according to the information we have about Die Schwarzgelben‘s plans so far. Ruhr Nachrichten have outlined just how important the tour is for Dortmund from a financial standpoint, with four of the clubs major business partners (Coinbase, Workday, EA Sports, Topps) based in the country. The club also have their foothold in the US market via the Evonik football school which has 16 locations at which young footballers hone their skills.
Of course, much of the hype surrounding Borussia Dortmund has also been driven by the likes of Christian Pulisic and now Giovanni Reyna, which has certainly helped keep the attention of US based fans on the club. Reyna’s time with the club has been more impactful than Pulisic’s to date, and following his progression at Dortmund it’s no surprise that his presence has garnered more interest in the club from abroad. This has been lucrative from a broadcast standpoint as well as a merchandizing point of view.
As for additional revenue, ticket sales for Dortmund’s games against English opposition have proven to be lucrative as well, with 35,000 tickets being does just last week for the games in question. It is a great testament to the growth of the club’s profile abroad that they can manage to draw such crowds in a country where soccer has been far from the most popular sport.
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Dortmund have certainly done well for themselves on the international front, and with the club’s market and brand exposure now firmly reaching beyond the borders of Germany, it only makes sense for the club to continue to seize the moment and continue to grow it’s foothold in places like the United States. With the 2026 World Cup, which will be jointly hosted by the USA, Mexico and Canada, on the way, Dortmund can only benefit from the additional exposure as the sport grows in popularity as a whole in the US.