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Benjamin Wahl is Head of China for the German football club Borussia Dortmund. We talk about his five years of experience as a sports solution professional working in the China market, specifically around how his own Borussia Dortmund was able to gain a foothold in the country and the marketing efforts they have been most focused on in order to spread the club’s culture and fanbase.

Benjamin also touches on how other EU-based clubs are doing in China by comparison, and shares tactics that other organizations and clubs can use to grow a sports brand in China and describes Borussia Dortmund’s branding and marketing strategy that he refers to as “The Challenger Approach”. Enjoy!