BORUSSIA DORTMUNDGmbH & Co. Kommanditgesellschaft auf Aktien, Dortmund CORPORATE STRATEGY Borussia Dortmund pursues the objective of • Germany continues to be one of Europe's largest defending its position in the top flight of the football markets, although it lags behind certain Bundesliga and sees itself well on the way to other European markets, such as the UK, in accomplishing that goal. terms of media exploitation rights. This means As the first listed German football company, we have that Germany has major growth potential. expanded our financial base by exclusively marketing the rights to SIGNAL IDUNA PARK as well as by All financial activities of Borussia Dortmund are utilising and maintaining the Borussia Dortmund geared towards the target groups relevant to a brand more effectively. The Company will continue football club: its fans, members and business to focus heavily on its core business of professional partners. Products and services should be tailored football and the sport's classic sales pillars: TV to these groups as closely as possible. Borussia marketing, advertising, match operations, transfer Dortmund intends to use the brand potential at its deals, conference, catering and miscellaneous disposal to take full advantage of the commercial activities, and merchandising. Borussia Dortmund is opportunities inherent in professional club football confident that it will be able to further stabilise and at an international level. expand its position for the following reasons: Its current business strategy can principally be • Borussia Dortmund is in sporting terms one of summarised as follows: the most successful, well known and popular German football clubs with an outstanding fan • Sustainably adjusting athletic prospects base that gives it one of the highest average • Intensifying the promotion of up-and-coming spectator numbers compared to other talent European football clubs. • Increasing fan involvement • A football enterprise can be financially • Utilising and maintaining the Borussia successful only if it enjoys sporting success Dortmund brand over the long term. In order to make its financial performance less dependent on short-term Financial performance and business development sporting success in the future, Borussia are dependent on footballing success. Since Dortmund will push ahead further with the footballing success is difficult to plan, the best national and international marketing of its that management can do is to create a solid brand name. 46