German top club Borussia Dortmund plan to open an office in Singapore next month as part of an Asian initiative in which they hope to generate up to 20 million euros (25 million United States dollars) per year in the future.
Dortmund managing director Hans-Joachim Watzke said in a report in the Welt am Sonntag Sunday paper that the club has made up ground in Asia in the past two years, helped by reaching the Champions League final in 2013 and the quarters in the past campaign.
Watzke admitted that the 2011 and 2012 Bundesliga champions still lag behind English clubs, and Bayern Munich, who have long discovered the Asian market, but that "the gap is not that huge any more.
Dortmund players celebrate after the UEFA Champions League group D soccer match between Borussia Dortmund and Arsenal FC in Dortmund, Germany, on Sept 16, 2014. — EPA
"The South East Asian market is interesting for us," said Watzke, naming the October 15 opening of their office in Singapore important to show a presence. The office will be run by former Dentsu Asia vice-president Suresh Letchmanan.
"The potential of the Asian market is beyond 50 million euros, maybe even at 100 million for clubs like Manchester United, who have been active there for decades. I consider 10 to 20 million realistic for us in the medium term, if the sporting success continues," Watzke said.
Dortmund are also planning an off-season trip to Asia next year, following the likes of Munich, Hamburg or Leverkusen, who have been to the continent in the past. In addition, the German football league is also present in Asia and has re-organised broadcast rights there from next year on.
The recent return of midfielder Shinji Kagawa from United to Dortmund has added to the expectations.
Watzke insisted that Kagawa was not signed for marketing reasons but admitted that he "helps us dramatically. Of course we will make the most of that."