Borussia Dortmund and CSTS Partner to Expand Chinese Fan Engagement

Borussia Dortmund is deepening its footprint in Mainland China through a new strategic collaboration with CSTS Enterprises. By leveraging the Generation C initiative, the German club aims to bring its iconic mascot, EMMA, and its signature football culture directly to local supporters through youth programs and regional tour activations.

The partnership focuses on bridging the gap between European football traditions and Chinese fan communities. CSTS will oversee a curated series of events, ranging from grassroots youth training sessions and charity outreach to high-profile player meet-and-greets in cities including Guangzhou, Nanjing, and Chengdu. These initiatives are designed to foster long-term loyalty by integrating the club’s identity into the daily lives of local followers.

Central to this strategy is the prominent role of EMMA, the club’s mascot, who will serve as the face of these community-focused efforts. Beyond physical appearances, the collaboration includes a digital component, with the production of exclusive behind-the-scenes content tailored for the Chinese market. CSTS will also facilitate broader access to matches through targeted ticket promotions and regional sponsorship campaigns. This effort aligns with Borussia Dortmund’s broader Asian engagement strategy, emphasizing community development and authentic interaction as the club prepares for its upcoming tour.