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Borussia Dortmund hires DAZN for Southeast Asia social media campaign

Some of Borussia Dortmund's Asian fans. (Image credit: BVB, DAZN)

DAZN Media, a wing of the DAZN sports OTT platform, is creating a social media content campaign for German Bundesliga club Borussia Dortmund, aimed at fans in Thailand, Vietnam and Indonesia.

The campaign will include content showcasing the club’s 2019-20 season, and featuring past and present players, presented in a variety of formats including video, graphics, GIFs and polls. It will be produced on a weekly basis by DAZN Media’s studio in Singapore, and will be published on Borussia Dortmund’s Facebook profile in local languages and geo-targeted at fans in the three countries.

The press release announcing the campaign said the goals included increasing the club’s fanbase, increasing match viewership, and directing fans to watch the Borussia Dortmund documentary on Amazon Prime. The Bundesliga is broadcast and streamed by pay platform Fox in all three territories, as well as by PPTV in Thailand. The four-part behind-the-scenes documentary Inside Borussia Dortmund was released in August in more than 200 countries via Amazon Prime. It charts the team’s 2018-19 season.

Suresh Letchmanan, Borussia Dortmund’s managing director for APAC, said: “We are extremely pleased and delighted to be working with DAZN Media team, which will create new creative and localised content and campaigns for BVB across Asia with their rich expertise and presence in the markets.”

Andy Jackson, director of strategy at DAZN Media, said: “Nobody covers football quite like DAZN. By combining our expertise in digital content production and sports journalism, we’re able to create thrilling stories that celebrate moments of greatness from Borussia Dortmund’s star players and managers past and present. The campaign’s fresh and dynamic social content will draw fans to the club, creating loyalty, interaction and expanding the club’s fanbase with passionate football nations in South East Asia.”

DAZN Media also works with Japan’s J League on social media, managing its international social media strategy. Parent company DAZN has a 10-year deal with the J League for its exclusive domestic media rights that is the centrepiece of the company’s OTT sports streaming product in Japan.