Short Profile
End-to-end program ownership for a permanent fan experience platform, including concept development, sponsor ROI architecture, operating model design, and multi-stakeholder governance
Strategic Role
Program Lead (Overall) | Fan Engagement Platform & Operating Model
Period
12 month
Responsibility
Overall program responsibility for the conception, development, and delivery of a permanent fan engagement platform integrated into one of Europe's largest football stadiums.
Overall concept ownership including fan journey design, sponsor integration logic, and ROI framework
Full project accountability across creative, technical, and operational workstreams
Definition and implementation of scalable operating model for year-round activation
Lead role towards all service providers, technology partners, and club stakeholders
Multi-stakeholder governance coordinating club leadership, commercial partners, and operational teams
System integration responsibility across 11 interactive stations with RFID, CRM, and sponsor touchpoints
Strategic integration of four major sponsors (Sky, 1&1, adesso, Topps) as experience elements
Value Contribution
94% visitor recommendation rate. BrandEx Award 2024. Scalable fan engagement model for sports organizations. Sustainable sponsor integration through experience-led formats. Data-driven foundation for CRM and personalized fan communication.
Project Description
The BVB Experience is a permanent, interactive fan journey integrated into Signal Iduna Park. The platform transforms the traditional stadium tour into a year-round fan engagement asset, combining emotional activation, structured data capture, and contextual sponsor presence. The 11 technology-enabled stations guide visitors through a curated narrative—from digital check-in and interactive challenges to personalized team experiences. The concept was designed as a scalable operating model enabling Borussia Dortmund to activate fans beyond match days and create new forms of partner integration that go beyond conventional advertising inventory.
Client Reference
For detailed client references, testimonials, and further information on the project and my role, please feel free to contact me.
Borussia Dortmund | BVB Experience
Responsibility
Overall program responsibility for the conception, development, and delivery of a permanent fan engagement platform integrated into one of Europe's largest football stadiums.
Overall concept ownership including fan journey design, sponsor integration logic, and ROI framework
Full project accountability across creative, technical, and operational workstreams
Definition and implementation of scalable operating model for year-round activation
Lead role towards all service providers, technology partners, and club stakeholders
Multi-stakeholder governance coordinating club leadership, commercial partners, and operational teams
System integration responsibility across 11 interactive stations with RFID, CRM, and sponsor touchpoints
Strategic integration of four major sponsors (Sky, 1&1, adesso, Topps) as experience elements
Value Contribution
94% visitor recommendation rate. BrandEx Award 2024. Scalable fan engagement model for sports organizations. Sustainable sponsor integration through experience-led formats. Data-driven foundation for CRM and personalized fan communication.
Project Description
The BVB Experience is a permanent, interactive fan journey integrated into Signal Iduna Park. The platform transforms the traditional stadium tour into a year-round fan engagement asset, combining emotional activation, structured data capture, and contextual sponsor presence. The 11 technology-enabled stations guide visitors through a curated narrative—from digital check-in and interactive challenges to personalized team experiences. The concept was designed as a scalable operating model enabling Borussia Dortmund to activate fans beyond match days and create new forms of partner integration that go beyond conventional advertising inventory.
Client Reference
For detailed client references, testimonials, and further information on the project and my role, please feel free to contact me.