It can be seen everywhere: BVB are in the UEFA Champions League final at London’s Wembley stadium, with the British capital looking to turn into a Dortmund borough. Everywhere you look there are splashes of colour, campaigns and touches in black and yellow: “From Dortmund with Love!” – A passionate, impressive and unforgettable campaign with which Borussia Dortmund conquered the “motherland of football” - an opinion shared by the jury of the “Sports Marketing Award 2014.”
“Borussia Dortmund turned London black and yellow and made a major contribution to understanding between peoples,” said the jury in its citation, and honoured the BVB campaign with the “Sports Marketing Award 2014” (Marketingpreis des Sports) at the SpoBIS in Düsseldorf on Monday night.
In every nook and corner of London, there were splashes black and yellow: the typical double-decker bus, ‘reserved’ towels, ‘busbies’, mobile billboards, life-size cardboard cutouts of BVB players, photo walls, billboards showing fan choreographies, countless give aways and, of course, BVB’s mascot EMMA. Borussia Dortmund not only wowed their own fans with their “From Dortmund with Love” campaign, they also won the hearts of Londoners and many tourists.
“With our campaigns, we want to give the fans a piece of home and points of identification. But we only select measures that fit with us. We want to come across as real and emotional, and show that BVB’s lightness is not acquired by training. This is how we really are,” said Carsten Cramer, BVB’s Director Marketing and Sales, on the campaign.
The reactions to this “fairy tale in black and yellow“ (Jürgen Klopp) were huge. It was rewarded with positive headlines by the world’s media, and the fans were thrilled.
Dennis Thom (Head Marketing): “BVB have deep roots in the culture of their home town Dortmund and the region of Westphalia. With us, it’s all about the essentials: the pure joy of football. With our LonDOn campaign, we wanted to do one thing: say thank you. Thank you to our fans for their great support at all times, and thank you to the Englishman for inventing the game we all love so much.”
Borussia Dortmund again would like to thank the world’s best fans for these unforgettable moments in London. And also a big thank you to all the employees and helpers who made this unique event possible.