BVB : what it takes to brand a football club

In the first episode of The Business of Brand, we kick things off with a deep dive into one of the most storied clubs in European football: Borussia Dortmund. We sit down with Marius Happe, Head of Marketing & Brand at BVB, to explore what it really takes to build, and protect, one of the most iconic identities in the modern game.This series is all about exploring the power of brand from the inside out. We’re going client-side, getting under the skin of how brand lives, breathes, and shapes real organization's at both a cultural and business level. What decisions are being made because of brand? And how does that play out when the stakes are high?In this episode, we take a closer look at brand identity, marketing and brand values in the world of football, and get to ask some burning questions, and get some interesting answers:What happens when fans backlash against a new kit design?How do you manage a player’s personal brand arc when he’s become a club icon, and then gets sold?Why are football clubs making the move into lifestyle and streetwear culture, and how does a brand like BVB do it authentically?Football isn’t just a game, it’s a brand ecosystem, a cultural powerhouse, and a business built on emotional connection. Come behind the scenes and discover what drives BVB beyond the 90 minutes. ⚽