INTERVIEW: Club CEO Cramer feels Dortmund's "closeness" to it's fans outshines silverware drought

Trophies and successes tends to be a football club's main selling point, but for Dortmund CEO Carsten Cramer, building a tight-knit bond with their fanbase far outshines any silverware.

Photo: Leonhard Simon/Getty Images.

MÜNCHEN (Bulinews) Despite having only laid claim to a pair of DFB-Pokal cups in the last decade, Borussia Dortmund's CEO Carsten Cramer feels the club offers “closeness” like none other as it's main selling point. 

“It’s a challenge, but I think in times like this, people are not looking for a club like Dortmund but they honour the way we act as a club," Cramer told Bulinews.com and others at a media round regarding grown their fan base.

“When we go to the US or Japan [in pre-season] we always try and open the doors to the club. We want to make fans feel they are part of our club which is something that is slightly different to the others.

“They [other big clubs] are slightly more business driven or entertainment driven. We try make good stuff on the digital channels to invite them [international supporters] to be part of our club.

“If they are only interested in trophies or the player in black and yellow with the Ballon d’Or, maybe that’s something we can’t offer to them. But we are able to offer a different approach and closeness – that’s the Dortmund way.

“I think even hardcore supporters of one club do have a sympathy for us as a second club [to support], which we don’t complain about. We are not too small to be a niche club, but we are a for sure a bit different," he added.

When asked as to how the Westphalian outfit can improve their relationship with fans abroad, Cramer pointed to the supporters themselves. He feels their reviews often help BVB shape their approach around the globe.

“They open our eyes to the needs and demands which is very useful [to the club]. I also love to travel around the world because the feedback I receive about the club is always extremely positive.

“People love how we honour our fans and supporters. They always give positive feedback that the efforts we make are worth it for them. We also have to expand our international market to generate growth.

“In Germany everyone knows is. The [financial] cake is divided evenly, so we know there won’t be a bigger piece for us. That way the potential for growth is given to the international work we have to do," the BVB chief concluded.