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Borussia Dortmund Partners with Legends to Revolutionize Fan E-commerce Experience.

Roger Hampel


Borussia Dortmund Legends
Borussia Dortmund Legends

Borussia Dortmund (BVB), one of football's most beloved clubs, has announced a groundbreaking partnership with Legends, a leader in global premium experiences. This collaboration aims to redefine the eCommerce landscape for BVB fans, promising a world-class online shopping experience that is both innovative and accessible worldwide.


A Leap Towards Enhanced Fan Engagement


The partnership between Borussia Dortmund and Legends is set to usher in a new era of digital fan engagement. By leveraging Legends’ expertise in eCommerce and marketing, along with its international fulfillment capabilities, BVB is looking to significantly enhance the online shopping experience for its global fanbase. Carsten Cramer, BVB's Managing Director, emphasized the importance of this collaboration in providing fans with faster, more cost-effective access to Borussia Dortmund merchandise worldwide.


Integrating Global Expertise for Local Impact Borussia Dortmund Legends


Legends' global merchandise division will collaborate closely with Borussia Dortmund's Merchandising, IT, and eCommerce teams. The goal is to create a seamless, integrated international eCommerce platform. This platform will not only offer a wider range of official BVB products but also ensure that fans across the globe can easily access and purchase their favorite Dortmund merchandise. This initiative is a testament to Borussia Dortmund's commitment to its fans, aiming to meet and exceed their expectations in the digital realm.


Legends: A Partner with Proven Success


Legends boasts a rich history of delivering exceptional retail and merchandising solutions across various high-profile sporting events and organizations. With experience spanning the 2024 Paris Olympics, the 2023 Rugby World Cup, FIFA Women’s World Cup 2023, and partnerships with iconic sports teams like the Dallas Cowboys and Real Madrid, Legends brings a wealth of knowledge and expertise to this partnership. Nick von Doetinchem, Managing Director of Central Europe at Legends, expressed pride in joining the BVB family and is committed to elevating the fan shopping experience to unprecedented heights.


The Future of Fan Merchandising


This long-term partnership between Borussia Dortmund and Legends is not just about enhancing the current eCommerce platform; it's about setting a new standard for how sports clubs engage with their fans digitally. By focusing on sustainable growth and leveraging the latest in eCommerce innovations, BVB and Legends are poised to deliver a fan-first shopping experience that is reflective of Borussia Dortmund's stature on the global stage.


Source: Legends

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