Borussia Dortmund Expands Asian Presence Through Month-Long Fan Activation in Guangzhou.

Roger Hampel

Image: Borussia Dortmund

Borussia Dortmund has strengthened its presence in China through a month-long fan engagement campaign in Guangzhou, combining retail activation, grassroots football and direct supporter interaction in one of Asia’s largest urban markets.

The initiative transformed the VLOG Shopping Mall in central Guangzhou into a dedicated BVB experience before concluding with a street football tournament for local supporters.

The campaign was delivered together with BVB Canton, one of Borussia Dortmund’s oldest official fan clubs in China, reflecting the Bundesliga club’s strategy of building international growth around established local supporter communities.

Image: Borussia Dortmund

Guangzhou Becomes a BVB Fan Hub Borussia

The month-long activation was designed to bring Borussia Dortmund closer to supporters beyond traditional matchday settings.

By leveraging a major shopping destination in a metropolitan area of around 19 million people, the club created a visible, consumer-facing platform that combined football culture with entertainment and community engagement.

The final event featured a street football tournament involving local fans, with former Borussia Dortmund goalkeeper Roman Weidenfeller attending as a special guest.

Weidenfeller took part in an exhibition match alongside the tournament winners and local influencers before meeting more than 200 supporters during an autograph session.

The activation also included interviews with Guangdong TV, extending the campaign’s reach beyond those attending the event and increasing Borussia Dortmund’s exposure in the regional media market.

Japan Tour Continues Borussia Dortmund’s Asian Presence

In just a few days, Borussia Dortmund will continue its activities in the region with the BVB Evonik Japan Tour 2026. The club is scheduled to face Cerezo Osaka on 29 July before playing FC Tokyo on 1 August. Both fixtures will be available through BVB-TV, Sky and DAZN.

Together with the Guangzhou activation, the Japan tour demonstrates Borussia Dortmund’s broader approach to Asia: combining football matches, supporter engagement, local partnerships and commercial visibility across several priority markets.