Borussia Dortmund expands social media partnership with Footballco

Borussia Dortmund (BVB) has extended its partnership with Footballco with a deal that will see the global football content and media business expand its social content strategy, creation and community management support for the Bundesliga club from six Asian markets to seven, with the addition of Japan.

The partnership will also see Footballco creating original content around BVB’s women’s team, BVB Frauen, globally through its Indivisa brand.

Footballco has been BVB’s social content strategy, creation and community management partner in six Asian markets since 2019, managing the club’s Facebook pages for Vietnam, Singapore, Malaysia, Indonesia, Thailand and India.

Since the beginning of the partnership, Footballco has created more than 2,500 pieces of content for the German club, reaching more than 76m fans over that time.

According to Global Web Index, between 2019 and 2021 BVB’s fanbase in Asia has increased from 36.4m to 39.7m.

The renewed arrangement will see Footballco expand its services to create content tailored to football fans in Japan and will include Twitter, Line and Sports Navi.

Footballco has a significant presence in Japan, with its global football media brand, GOAL reaching over 20 million fans a month across its website, apps, social channels and FC Player.

Andy Jackson, vice president of global football partnerships at Footballco 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.”

Dr. Suresh Letchmanan, managing director BVB Asia Pacific said:
“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.”

Outside of Asia, Footballco’s women’s football media brand, Indivisa will be creating a social-first series that will follow Borussia Dortmund’s women’s team, BVB Frauen through their Bezirksliga season as the team continue their push to reach the Frauen-Bundesliga.

BVB Frauen was formed last season and was promoted from the Kreisliga following a dominant season which saw them top the league with 18 wins from 18 games.

Morgan Brennan, head of Indivisa, said:
“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.”