Borussia Dortmund is scaling its international brand strategy with the launch of the BVB World Street Series, a global activation platform built around urban football culture.
The 2026 edition will kick off in Los Angeles, marking a strategic push into one of the world’s most commercially valuable sports markets.
A High-Visibility Entry Point in the U.S.
Delivered in partnership with Street Soccer USA and supported by LA Galaxy, the opening event will take place at L.A. Live.
The venue will be transformed into a temporary street football arena, hosting 300+ youth players, alongside adult and corporate teams in small-sided competitions.
For Dortmund, the choice of location is deliberate — combining mass visibility with local community engagement in a key growth market.
From Times Square to a Scalable Global Platform
The concept builds on previous activations in Times Square, where the club created pop-up football arenas in one of the world’s most recognisable public spaces.
Now, by expanding into Los Angeles and targeting additional cities, Dortmund is turning street football into a repeatable, scalable global format.
The approach aligns the club with urban football culture — a space that is accessible, culturally relevant and adaptable across markets.
Blending Community and Brand Strategy
Beyond visibility, the initiative is designed to deepen grassroots connections.
Former Dortmund player Patrick Owomoyela will be present at the LA event, adding authenticity and strengthening the link between the club’s heritage and its global outreach.
Club executives emphasise that the strategy goes beyond marketing.
Marc Lingenhoff, Managing Director of BVB Americas, highlighted the goal of making elite football experiences accessible at a local level, while Street Soccer USA founder Lawrence Cann pointed to the initiative’s role in community engagement through sport.
The Bigger Picture
For Dortmund, the BVB World Street Series represents more than a one-off activation.
It’s a modular global platform — one that blends brand expansion, grassroots development and cultural relevance into a single, exportable model.
In an increasingly competitive international landscape, clubs are no longer just exporting matches — they are exporting experiences.