Borussia Dortmund raised its U.S. profile with matches in Chicago and Charlotte over the weekend.getty images
Borussia Dortmund’s first trip to the North American version of the Int’l Champions Cup began with Friday’s game in Chicago against Man City. After a 1-0 win over the reigning Premier League champion, the Bundesliga club traveled to Charlotte for Sunday’s game against Liverpool, which drew a crowd of more than 55,000.
Borussia Dortmund CEO Hans-Joachim Watzke sat down with SBD Global at Bank of America Stadium prior to the Liverpool match and discussed the club’s plans for the U.S. market. Watzke admitted to playing catch-up with clubs like Bayern Munich and Barcelona that have U.S. offices, but said a similar commitment from Dortmund is "indeed the next step." He added that one of the challenges his club faces is catering to both the U.S. and the Far East at the same time. He did, however, mention the possibility of an official presence stateside.
"Of course there would have to be a profit [from the franchise's offices in Singapore and Shanghai] to have the next office in the United States, probably in New York, but this is really in the pipeline."
In addition to the ongoing ICC tour, Watzke mentioned the club’s Legends Tour and the youth team’s trip to the U.S. for the 24-team ICC Futures tournament, which includes eight U14 squads that are associated with top European clubs including Bayern Munich and Chelsea, among others.
"We recognize that in the Far East and the U.S., the people want the feeling of respect for their countries, for their mentalities," Watzke said. "For that, you must go to these markets and not stay in Germany and let people watch TV."
One aspect of the U.S. market that makes it attractive to clubs like Dortmund is football’s growing popularity among young people. Watzke predicted the sport will continue its growth in North America, especially if Dortmund’s Christian Pulisic, who scored two goals and added an assist on Sunday, and the U.S. national team can become a force internationally.
"It’s very often for me that I talk to people from the U.S. who are 50 or 60 years old," Watzke said. "And they tell me, 'I have not so much knowledge about soccer, but my child, or my grandchild, they play.' Because of that, I think soccer grows up and grows up in the U.S. What they need in America is a good national team."
