#Borussia Dortmund #Japanese Market #BVB Tour

Borussia Dortmund's Remarkable Japan Tour 2026

Borussia Dortmund GmbH & Co. KGaA (commonly known as BVB) recently wrapped up a landmark tour in Japan, showcasing its international appeal and deepening its connections with fans. The 'BVB Japan Tour 2026' was not only a testament to the club's popularity but also highlighted the growing significance of the Japanese market in Borussia Dortmund's strategic plans.

Extensive Fan Engagement

Over the course of seven action-packed days, the tour recorded direct interactions with more than 70,000 fans. These encounters took place in various locations, including stadiums, public training sessions, and organized meet-and-greet events at the Fan Embassy. The overwhelming turnout signifies a sustained interest in the Bundesliga and Borussia Dortmund specifically within Japan. This dynamic fan engagement set new benchmarks for future tours and possibilities.

Unprecedented Digital Reach

The digital footprint of Borussia Dortmund soared during the tour. With a staggering reach of over 100 million across social media platforms, the club garnered more than 300,000 new followers. The overwhelmingly positive sentiment reflected through social interactions indicates the club's successful international communications strategy and burgeoning global brand influence.

Record-Breaking Television Viewership

The club's match against FC Tokyo broke records for viewership on the Japanese streaming service Abema TV, attracting about 160,000 unique users—exceeding the platform's previous Bundesliga viewership record by 60%. Meanwhile, the BVB live channels in Germany registered an average of 50,000 unique users per game, indicating the club’s extensive reach and fan base across different regions.

The media buzz was equally significant, with 100 local journalists accredited to cover the match against FC Tokyo, emphasizing the growing media interest in Borussia Dortmund within Japan.

Commercial Triumphs and Strategic Partnerships

On the commercial front, the tour was a resounding success with the involvement of 14 commercial partners and 33 promotional activities, including the high-profile launch of the PUMA kit for the upcoming season. Retail performance spiked with 10,000 jerseys sold across various PUMA BVB sales channels, illustrating the effective collaboration between Borussia Dortmund and its sponsors.

Building Community with Fans

The tour also facilitated special encounters with BVB legends, enhancing fan experiences through 51 meetings and activations. The enthusiasm was palpable, with 10 inquiries received for establishing an official BVB fan club in Japan. This reflects an evolving, organized community of Borussia Dortmund supporters emerging across the nation.

Moreover, BVB supported the Bundesliga's 'Bundesliga Dream' event, celebrating its past decade of presence and success in Japan, which was attended by both local and international media representatives and dignitaries.

Groundbreaking Events

Highlighting the tour was the World Street Series, of which Japan served as the third international host, featuring the world’s largest projection mapping event covering 14,000 square meters. This unique presentation caught the attention of over 30 Japanese media outlets, further showcasing Borussia Dortmund’s international market strength.

Investor Relations Roadshow

The Japan tour also marked a key milestone with BVB's first Investor Relations Roadshow, supported by Nomura in Tokyo. This initiative aimed at facilitating dialogue with