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Borussia Dortmund launches Spanish-language Instagram channel to further engage fans
Translated to “The Dortmund,” @ElDortmund gives the five-time Bundesliga champions the opportunity to engage with millions of passionate soccer fans throughout the Americas and around the world in their native language. The account officially went live at 9:09 a.m. ET on December 19 in a nod to Borussia Dortmund’s founding on this day in 1909.
“The launch of @ElDortmund is a testament to Borussia Dortmund’s growing popularity around the world and specifically in the Americas among Spanish speakers,” said Marc Lingenhoff, BVB Americas Managing Director. “Given that some of soccer’s most passionate fans speak Spanish, we cannot wait to meet them where they are and engage with them in their native language as fußball meets fútbol.”
There are approximately 148 million Spanish-speaking soccer enthusiasts in the U.S., Mexico, Argentina, Colombia and Chile, according to GWI research. Nearly 100 million of them are interested in either (or both) the Bundesliga, UEFA Champions League, two competitions Borussia Dortmund compete in. In fact, BVB are only one of seven clubs to qualify and compete in the UEFA Champions League each of the past 10 seasons.
With Canada, Mexico, and the United States hosting the FIFA World Cup next summer, 2026 will serve as a landmark year for soccer across the Americas and beyond. The game continues to soar in popularity – especially across digital mediums – and @ElDortmund will serve as a source of news, content and interaction 365 days per year for Spanish-speaking audiences of the Black and Yellow.
The Spanish-language channel is launched in conjunction with global sports marketing agency SPORTFIVE, a Borussia Dortmund partner since 1999. SPORTFIVE’s U.S.-based digital team, which includes many Spanish speakers, will support the account’s growth going forward, collaborating with the club on new initiatives daily.
“We’ve partnered with Borussia Dortmund for nearly a decade to grow their presence in English-speaking markets, and we’re honored to extend that collaboration across the Americas with the launch of @ElDortmund,” said Harry McIntire, Head of Digital for the U.S. & Canada at SPORTFIVE. “Being entrusted with this next chapter is a privilege, and we’re eager to lead fan engagement in Spanish-speaking markets and deepen connections with some of the world’s most passionate communities.”