Borussia Dortmund’s Diversification Strategy: Unlocking Economic Potential Beyond the Pitch

Alexander Mühl () and Benedikt Scholz ()
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Alexander Mühl: Borussia Dortmund GmbH & Co. KGaA
Benedikt Scholz: Borussia Dortmund GmbH & Co. KGaA

A chapter in Diversify or Die, 2026, pp 237-245 from Springer

Abstract: Abstract In this chapter, the authors examine Borussia Dortmund (BVB) as a case study in strategic diversification within professional football. Through five key initiatives—internationalization, youth academies and camps, education programs, the launch of a women’s team, and eFootball—the chapter explores how the club seeks to reduce reliance on matchday revenues while expanding its commercial footprint. These initiatives are designed to align financial growth with BVB’s deeply rooted community identity and governance ethos. Building on this foundation, the chapter introduces the BVB Gesundheitswelt, a forward-looking project aimed at entering the health and wellness sector and further broadening the club’s value creation model. The authors demonstrate how BVB leverages its brand strength and structural autonomy to mitigate financial volatility, enhance stakeholder engagement, and foster long-term sustainability. The chapter concludes that while diversification offers a promising path for football organizations, success depends on integrating new ventures into a coherent strategic framework that reflects both market opportunities and the cultural core of the club.

Keywords: Sports diversification; Football club management; Internationalization; Women’s football; eSports; Sports medicine; Brand strategy; Revenue innovation (search for similar items in EconPapers)
Date: 2026
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DOI: 10.1007/978-3-032-08538-2_16

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