Borussia Dortmund and CSTS Launch Youth-Focused China Initiative

A yellow bee is coming to China: Borussia Dortmund has tapped CSTS Enterprises to deepen its footprint in the mainland through a strategic partnership. The collaboration centers on the club’s mascot, EMMA, who will lead a series of grassroots football events, charity outreach, and fan activations throughout the coming months.

The initiative, operating under the CSTS 'Generation C' banner, aims to bridge the distance between the Bundesliga giants and their Chinese supporters. By focusing on youth development and community engagement, the partnership intends to move beyond digital fanbases into physical football experiences. EMMA will play a central role, appearing at youth training clinics and community welfare visits to foster direct connections with young athletes and local audiences.

Beyond mascot appearances, the collaboration supports the club's upcoming Asia Tour. CSTS will manage exclusive behind-the-scenes content and fan-focused activations in major urban hubs, including Guangzhou, Nanjing, and Chengdu. These events are slated to feature meet-and-greets with club legends and former Champions League winners, alongside strategic ticket distributions to increase accessibility for local fans. The project underscores Borussia Dortmund’s long-term strategy to leverage its 'True Love' brand identity to build a sustainable, grassroots-oriented community in the region.