Dortmund (Germany): The ISL may have opened up new avenues for Indian football but top German club Borussia Dortmund is still awaiting the right opportunity, time and partner to enter the "key" market.
The club that prefers east over west as far as global expansion is concerned, sees India as the key market in Asia. It is well aware of the ripples the inaugural edition of the Indian Super League created in the country once called the 'sleeping giant' by FIFA president Sepp Blatter, but the current Bundesliga leader doesn't want to commit as yet.
"Whatever we do it has to be sustainable. We know about the Indian Super League. India is kind of difficult for us right now. But with the ISL coming up, the last couple of years we have been following it. We have been monitoring India," said Carsten Cramer, Director Sales and Marketing at Borussia Dortmund.
He further said, "We had experimentally a positive experience in Japan and South East Asia. We had an exchange with some clubs in Osaka. The most important aim if we go to India is that we will do it the Borussia Dortmund way."
"Authentic, emotional and intense," was how he summed up the club's philosophy and the official is ready to wait for something that matches their philosophy.
With a capacity of nearly 82,000, the Singal Iduna Park, home of Borussia Dortmund, is one of the top football stadiums in the world and the biggest in Germany, ahead of Allianz Arena in Munich and Berlin's Olympic stadium.
Asked if they are thinking on lines similar to the strategic tie-up between La Liga's Atletico Madrid and Atletico de Kolkata, he said their plan is different.
After drifting away from their sole focus 10 years ago -- football – Borussia Dortmund incurred losses. But now they are back to doing what they are good at. "Our business model is simple, it's just football. We went through financial problems 10 years ago because our sole focus was not football then, we were into other things. But over the years the revenues did change — 300 million Euros in the last 10 years," Cramer pointed out.
As far as global outreach is concerned, Borussia Dortmund is not in competition with the likes of Manchester United, Real Madrid, Liverpool or Barcelona.
Dortmund enjoyed sustained success through triumphs on the field. They were the German champions in 2011, 2012, German Cup winner 2012, UEFA Champions League finalists in 2013 and German Cup finalists in 2014 and 2015. They had a net profit of more than 12 million Euros in 2013-14. On the whole, it is one of the most likeable football brands in Germany, it is gradually starting to enjoy a growing reputation globally.