MANAGEMENT REPORT particularly in Germany, has not lost any of its allure. effects with a progressive internationalisation strategy that is regularly tailored to current trends. Borussia Dortmund also maintains close and In light of this, Borussia Dortmund aims to further longstanding partnerships with its sponsors. expand and professionalise its digital presence. Borussia Dortmund remains just as appealing as Borussia Dortmund thereby responds to social ever. As such, Borussia Dortmund will also operate trends and to a large degree leverages the in a demanding market and competitive environment attractiveness of the Borussia Dortmund brand. in the coming season. The growing international awareness of the brand that this gives rise to allows the club to tap foreign Particular focus will be placed on income from TV markets. This includes the 2021 Virtual Summer marketing in connection with the expected general Tour, with Borussia Dortmund making virtual stops economic environment. in nine countries across three continents between 10 and 18 July 2021 to bring the club even closer DFL Deutsche Fußball Liga GmbH has informed the to and connect with its international fan clubs of the first and second Bundesliga divisions communities and partners and give all fans (not about the expected distribution volume for the just) from the nine participating countries the 2021/2022 season. The announced disbursements chance to immerse themselves in the world of of the TV funds will allow for a good degree of Borussia Dortmund. planning. However, these plans may change at any time due to the ongoing COVID-19 pandemic. The Since the 2020/2021 season, Borussia Dortmund amount and timing of the disbursements depends has had two different kit sponsors. The team in particular on partners making due contractual wears kits bearing the logo of Evonik Industries payments and the 2021/2022 season being seen AG in all international club competitions, through to a trouble-free conclusion. friendlies staged abroad and DFB Cup matches, while 1&1 Telecommunication SE is the kit Despite the massive impact of the COVID-19 sponsor for Bundesliga matches. This one- pandemic, DFL Deutsche Fußball Liga GmbH sold of-a-kind sponsorship model was developed as the German media rights for the 2021/2022 to part of the internationalisation strategy and 2024/2025 seasons for an average of promises further sales potential going forward, approximately EUR 1.1 billion per year, with the since it allows the club and its respective partners individual disbursements increasing from season to target specific markets. to season. This corresponds to total income of In the 2021/2022 season, Borussia Dortmund once EUR 4.4 billion, exceeding the billion-euro mark again marketed its virtual advertising boards. once more and continuing the high sales level SIGNAL IDUNA PARK's advertising boards can be seen in previous years. Sky Germany secured the digitally overlaid in the broadcast signal to target rights to all live broadcasts on Saturdays, while the respective TV audiences when broadcasting DAZN will broadcast matches on Fridays and matches abroad. For Borussia Dortmund's Sundays. Football will also return to free-to-air international partners in particular, this is an TV after a 17-year hiatus, with ProSieben/Sat1 attractive and increasingly popular way to reach acquiring the broadcasting rights to a total of nine their customers worldwide. live matches. Even though the agreement fell Despite the ongoing COVID-19 pandemic and the somewhat short of expectations with a decline in ensuing economic declines, professional football, volume of around 5%, in these uncertain times it 79