Borussia Dortmund’s Christian Pulisic is undeniably the face of football in the United States. The 19-year-old is a symbol of the new generation of players expected to turn things around for the US national team and Dortmund are naturally looking to capitalize on that hype during their US tour.
“It’s about being there and giving people a sense of being closer to us. It’s also about being present digitally to spark more interest, ” said Dormtund’s marketing director Carsten Cramer in an interview with German sports magazine kicker.
But this isn’t entirely new territory for the German club.
In 2014, a year after reaching the Champions League Final, Borussia Dortmund took advantage of their popularity and successfully tapped into the Asian market by opening a Singapore office. Since then, the club have toured the continent three times to increase their fan base.
Yet the trip to the US isn’t only about striking marketing deals and taking photos.
Even if only playing friendlies, the German club will take their first team to face serious competition during preseason. “We planned our PR events around football and not the other way around,” said Cramer.
Dortmund square up against Premier League champions Manchester City in Chicago’s Soldier Field for their first test. The black-and-yellows will then travel to North Carolina to play Champions League finalists Liverpool. Pulisic’s home state of Pennsylvania will be the club’s last stop before coming back to Germany. Borussia Dortmund will play Portugal’s most successful club Benfica in the city of Pittsburgh.