“Borussia verbindet” ("United by Borussia") – is lettering that has been on the back of Borussia Dortmund’s jersey collars since the start of the 2022/2023 season. It is an expression of the Bundesliga club’s self-image: a reminder "that we can overcome all obstacles if we stick together," according to the club website.
These obstacles don't just mean difficult opponents on the pitch or the threat of elimination from the competition – the club also applies this on a societal level. Obstacles, i.e., something that impedes or holds up progress, also encompasses serious issues such as racism in the stadium and among the population, or efforts to combat climate change.
By seeking to inspire people, Borussia Dortmund is invoking a social responsibility on issues that will resonate with many. As a football club, Borussia Dortmund has the ability to make a large number of people aware of an issue that could then inspire action. As a significant economic player, the club also possesses financial power that will create opportunities they can take advantage of. "Social action in no way precludes economic growth," says Carsten Cramer, joint Managing Director at Dortmund – "quite the opposite, social action involves opportunities."
One expression of this is the creation of the club's own foundation "leuchte auf" (“light up!” or “shine on!”) in 2012. The aim of the foundation is to support charitable projects and organizations in various ways; in doing so, learning centers for young people or facilities for the homeless have been and are being supported. In addition, Dortmund has always been involved in various forms of action against racism, anti-Semitism, and discrimination.
In a social sense, the club is already active in the Ruhr area. In the area of ecology, the club is aware of its current challenges, but is eager to catch up and is setting itself the goal of creating closed cycles with regard to its consumption of resources. There is still much to be done, with the roof of the club's stadium being fitted with photovoltaic systems and the ground’s conventional floodlights being replaced by LED floodlights, a sign of what has already been achieved. A "stadium master plan" is intended to remedy this situation, serving as an instrument for targeted modernization and optimization of the club’s iconic Signal Iduna Park stadium – Germany’s biggest football stadium (which, in 2009, was even voted 'best football stadium in the world' by The Times). Important criteria have already been taken into account in the newly built Borussia training center in the Brackel district of Dortmund, and the facility has been certified for sustainable construction.
These measures represent a very decent start, but they are already an important signal - to their own supporters and beyond.
