Borussia Dortmund has broken tradition by appointing table tennis legend Timo Boll as its first non-football brand ambassador, targeting the lucrative Chinese market. The 44-year-old, a seven-time Olympian, enjoys cult status in Asia, making him a strategic choice to boost the club’s international appeal. While football is already popular in China, Boll believes Dortmund can further elevate its presence. The move marks a departure from the club’s usual reliance on former football stars as ambassadors. Boll, a lifelong Dortmund fan, will undergo a multi-week internship to familiarize himself with the club’s operations, signaling a deeper, strategic partnership beyond mere representation.
Market Expansion Takes Priority
The appointment reflects Dortmund’s push to catch up with rivals in Asia, where competitors like Bayern Munich have already established strong footholds. Investors reacted cautiously, with the stock showing minimal movement at €3.66. The long-term impact of this unconventional hire remains to be seen, but the club is betting on Boll’s regional influence to unlock new revenue streams and close the gap in market penetration.
