ExclusiveBorussia Dortmund: "Football isn't as a sport, but a cultural phenomenon" (Alexander Mühl)

"My view of football is not as a sport, but rather as a cultural phenomenon that expands beyond what's happening on the pitch. Sometimes it's more entertainment, sometimes it's a source of identity. We're doing so many things as a club because we understand ourselves sort of like a community. Family is a big word, but that's how we feel sometimes," said Alexander Mühl, director marketing and digitalisation at Borussia Dortmund (Bundesliga), to News Tank Football on 05/02/2024.

"We want to activate our community not only around what's happening on the pitch, but also around the idea of how we think football should be played, managed, perceived, celebrated and how it should foster the good in society. CSR isn't just something we tick off as a box. It's really something we believe in and a real a cultural phenomenon," added Mühl.

"Internationalisation is often viewed critically in the broader sense that football has lost its soul, or its core or its focus, on being a source of identity for a region or a community, when we internationalise too much. But I think that's a trap we won't…