"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...