BVB Japan Tour 2026: Impressive Engagement and Commercial Success

Borussia Dortmund GmbH & Co. KGaA concluded an exceptionally successful "BVB Japan Tour 2026". Over a week in Japan, the club saw new achievements in fan engagement, media exposure, and commercial activities, emphasizing the strategic importance of the Japanese market.

During the tour, BVB reached over 70,000 direct fan contacts through events and activities, underlining the growing interest in the Bundesliga in Japan. The club also expanded its digital presence significantly, achieving a social media reach of over 100 million and gaining 300,000 new followers.

The tour set TV records, with a match against FC Tokyo drawing 160,000 unique viewers on Japan's Abema TV and an average of 50,000 viewers per match on BVB channels in Germany. Commercially, the tour included 33 activations with 14 partners and resulted in the sale of 10,000 jerseys.