"Crazy engagement numbers": Virtual pre-season tour of China proves to be a success for pioneering Dortmund
PA Images | "Of course, the physical tour with the first team players is the most interesting for our fans and potential partners here. But we wanted to be able to integrate and activate our partners and still be able to create touchpoints digitally for our fans – the alternative to that was a complete cancellation of the tour," says Dortmund's Shanghai-based international and new business manager Martin Z.H. Zhang.
Dortmund this summer cancelled their pre-season tour of China and instead went digital to keep up engagement with fans in Asia.
Hoping for a repeat, their Shanghai-based international and new business manager speaks to offthepitch.com on the initiative's apparent success.
The club have found Asian fans are much more receptive to virtual events than Western audiences.
International growth with an emphasis on Asia is expected to be the biggest revenue driver within the next five to ten years.
28 August 2020 - 11:04 AM
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