"We position ourselves as a challenger brand, but with a guaranteed fan base" (C. Cramer, Dortmund)

"We position ourselves as a challenger brand (to the big European clubs), but with a type of, shall we say, guaranteed fan base: an always sold-out stadium and tremendously loyal followers. But we are trying to chase those bigger clubs, so we are a challenger," stated Carsten Cramer, the chief operating officer of Borussia Dortmund (Bundesliga) to News Tank Football on 09/05/2018.

Carsten Cramer was promoted to his new position in the executive structure of the club on 01/03/2018, after having previously been the commercial director since joining BVB in 2010.

"We try to find partners which identify with the challenger brand concept. This is clear choice to look for brands that are looking to make the next step in the development in their story, the same way that we have done," added the COO of Borussia Dortmund.

"(Internationally) with all the positive feedback in Japan (from BVB's activities in 2012), we saw this as confirmation that the Dortmund story is interesting to these Asian markets, and that it is not only Premier League clubs, or Bayern Munich, or Real Madrid or Barcelona…