Borussia Dortmund Expands Global Activation Strategy With BVB World Street Series in the United States.

Roger Hampel

Image: Borussia Dortmund

Borussia Dortmund has launched the BVB World Street Series, a global activation platform built around street football, with its 2026 event taking place in Los Angeles.

Developed in partnership with Street Soccer USA and supported by LA Galaxy, the initiative reflects a structured effort to combine brand expansion, community engagement and grassroots football development in key international markets.

Los Angeles Event Borussia Dortmund

The 2026 series will start with the Street Soccer USA LA Cup at L.A. Live, one of the city’s most prominent entertainment districts. The event will transform the location into a temporary street football arena for a full day, hosting more than 300 youth participants alongside adult and corporate teams in small-sided competitions.

Positioning the activation in a high-visibility urban setting allows Borussia Dortmund to connect with both local communities and a broader audience within one of the most commercially relevant sports markets globally.

Street Football as a Global Engagement Platform

The BVB World Street Series builds on previous activations held in New York’s Times Square, where temporary street football arenas created high-impact visibility in globally recognised urban spaces.

By expanding the concept to Los Angeles and planning further events in additional cities, Borussia Dortmund is developing a scalable platform that connects its identity with urban football culture.

Street football, with its accessibility and cultural relevance, provides a flexible format that can be adapted across markets while maintaining a consistent brand narrative. The Los Angeles event will also feature the presence of former Borussia Dortmund player Patrick Owomoyela, adding a layer of authenticity and connection to the club’s heritage.

Executive Comments

Marc Lingenhoff, Managing Director of BVB Americas, emphasised the importance of creating accessible football experiences:

“Events like this show that world-class football experiences can happen within local communities. We want to create moments that inspire young players and connect them to the global game.”

Lawrence Cann, Founder of Street Soccer USA, highlighted the continued development of the partnership:

“This event represents the next step in a collaboration that has grown over several years. It allows us to use football as a platform to support and engage communities in meaningful ways.”