"We weren’t doing a good enough job" – BVB boss reveals how Club World Cup eye-opener forced a strategy shift
"We weren’t doing a good enough job" – BVB boss reveals how Club World Cup eye-opener forced a strategy shift On December 19, marking Borussia Dortmund’s 116th birthday, the Bundesliga club announced the launch of @ElDortmund – a new, dedicated Spanish-language Instagram channel. The launch of the channel is at the heart of Dortmund’s strategy to better engage with Spanish-speaking fans and build a stronger, more authentic presence within this vibrant footballing community. In an exclusive interview with Bulinews.
com, Marc Lingenhoff, managing director for Borussia Dortmund Americas, reveals that last summer’s Club World Cup was a definitive turning point. “The tournament once again made us aware of how significant the interest is from Hispanics in the US, Mexico, and other Spanish-speaking countries,” says Lingenhoff, who leads the club’s New York office. The club’s leadership traveled to the US to experience the tournament firsthand, witnessing the sheer scale of the Hispanic “soccer” community.
“Just by interacting with the fans, we realized how many Spanish-speaking people were present and that we weren’t doing a good enough job as a club and an organization to connect with them. ” Finding the right tonality Three months after the launch, @ElDortmund has amassed nearly 160,000 followers. While the numbers are promising, Lingenhoff acknowledges that the process of finding the vibe is still ongoing.
“The feedback we’re getting is great; it’s resonating. But we’re still trying to find the right tonality,” he said. “They share the same language, but there are so many nuances in culture and how football is embraced across different countries.
” This cultural challenge was made harder when Argentine defender Aaron Anselmino – one of the few Spanish-speakers in the squad – was recalled from his loan by Chelsea in January. “Everybody knows that players drive interest. Aaron Anselmino was part of the launch, made some great content and was excited to do things in Spanish for BVB.
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