Day three began on February 27, 2026. We travelled from Düsseldorf to Dortmund, for a guided tour of Signal Iduna Park, Borussia Dortmund’s (BVB) home stadium and one of Europe’s most iconic venues, known for its atmosphere and fan culture. The stadium represents one of the strongest examples of how identity is embedded within a football club’s home venue.
During the visit, I saw Südtribüne (“Yellow Wall”), Europe’s largest standing terrace, which is converted into seating for UEFA Champions League fixtures because standing is not permitted. This adaptability highlights how clubs must balance preserving fan culture with meeting international regulations and commercial requirements. We also got to be in the press conference room, which was a particularly meaningful moment for me, as it allowed me to envision working within a professional football environment in the future.
What makes Signal Iduna Park especially significant is how its design and supporter culture work together to create a globally recognized matchday experience.
Later that day, we travelled to Leverkusen to go to the BayArena, the home of Bayer 04 Leverkusen Fußball GmbH. In contrast to Dortmund’s emphasis on tradition and atmosphere, this visit shifted focus toward the strategic and commercial side of football operations.
The visit included four private talks at the Schwabwelt about: club strategy and the brand platform “Under the Cross”; the BayArena experience world (digital marketing platform); B2C strategy at Bayer 04 Leverkusen; and the innovation playbook. Together, these topics demonstrated how modern football clubs operate as fully integrated businesses, combining branding, digital platforms, and fan engagement strategies to drive growth.
After the talks, we participated in a guided tour of the stadium. This reinforced how physical spaces like the BayArena are increasingly designed to support both matchday experiences and year-round fan interaction.
Overall, the experiences in Dortmund and Leverkusen provided valuable insight into how major European football clubs operate both on and off the pitch. A key takeaway from the day is the contrast between tradition-driven and strategy-driven approaches, both of which are essential within the modern football ecosystem. Visiting Signal Iduna Park highlighted the powerful role that fan culture and stadium atmosphere play in shaping a club’s identity and global reputation. Seeing the famous Südtribüne in person demonstrated how deeply connected supporters are to the club and how stadium design can amplify that relationship.
The visit to Bayer 04 Leverkusen offered a different but equally important perspective by focusing on the strategic and business side of football. Learning about the club’s brand platform, digital marketing strategies, and innovation approach demonstrated how modern clubs operate as sophisticated businesses that rely heavily on branding, fan engagement, and technological innovation to remain competitive. The presentations showed how clubs must balance sporting success with long-term commercial strategy to grow their global presence. This reflects a broader industry trend where clubs are evolving into global brands rather than purely local teams.
I realized how much work goes on behind the scenes to create the matchday experience and maintain a successful football organization. This includes not only on-field performance, but also marketing, operations, and digital engagement strategies. From fan culture to branding and digital engagement, every element contributes to the overall identity and sustainability of the club. This day reinforced my interest in the sports industry and helped me better understand the many professional opportunities that exist within it. It also highlighted the diverse skill sets required, from communications and marketing to operations and data-driven decision-making.
See you in the next post for day 4!