“Coraje y Corazón” vs “Echte Liebe”: Two Ways to Go Global in Modern Football

The Global Sponsorship Landscape

Sponsorship distribution is one of the clearest indicators of a club’s international presence.
The following visualizations show how Atlético de Madrid and Borussia Dortmund structure their global partnerships — and what that reveals about their strategic focus.

Atlético de Madrid — Global Expansion Through Partnerships

The data show that Atlético maintains a highly diversified global sponsor base, with strong ties to North America (27%) and Europe (26%), followed by Spain (21%), Asia (11%), and emerging markets such as Africa, South America, and the Middle East (5% each).

This mix reflects Atlético’s market-driven internationalization model, centered on brand partnerships and regional activations. From Sportfive’s 2020 strategy targeting North America and Greater China to deals with Ryadh Air, Visit Rwanda, and Amber Group, Atlético has made global sponsorship a key growth engine for international branding and value creation.

Initiatives such as Casa Atleti in Los Angeles (see picture above) , the Atleti Red & White international fan program, and high intensity football camps all around the U.S. highlight a dual focus — expanding visibility abroad while maintaining a strong emotional bond with its base.

Borussia Dortmund — A Network-Based Global Model

Borussia Dortmund’s global sponsorship map reveals a strong domestic core (52%), complemented by Europe (24%), North America (16%), and a growing footprint in Asia.

Rather than pursuing rapid market penetration, Dortmund focuses on building a long-term, interconnected presence. The club operates offices in New York, Shanghai, and Singapore, ensuring localized operations in key markets.

In the U.S., BVB leveraged its American players (Pulisic, Reyna) and partnerships with Prime, Coinbase, and EA Sports to expand its influence. Meanwhile, its youth academies in Dallas, Mallorca, and Atlanta embody Dortmund’s value-driven model — teaching, connecting, and sustaining rather than just selling.

Comparing Two Models of Globalization

Both clubs reflect a broader transformation in European football’s global economy.
Atlético seeks commercial flexibility and reach — expanding its fan base and revenue streams through adaptable market partnerships.
Dortmund, on the other hand, emphasizes sustainable presence — creating ecosystems of loyalty that grow organically across borders.

Culture Shapes Globalization

Beyond commercial strategy, cultural context defines how globalization is perceived and accepted.

In Spain, sponsorships and partnerships with companies or regions outside Europe — such as Riyadh Air, Visit Rwanda, or friendly matches played abroad — are generally seen as pragmatic business moves. Spanish clubs operate in a market where global expansion is viewed as a natural part of the sport’s evolution, even though some players have recently begun to criticize league matches overseas.

In Germany, such steps would likely spark fan protests and ethical debate. Borussia Dortmund’s supporter culture is rooted in community and moral accountability — principles that make partnerships with politically sensitive regions far more controversial.

These differences reveal how football’s globalization is filtered through national values: what is normal in one country may be unacceptable in another.

For Atlético, internationalization is a business opportunity.

For Dortmund, it’s a cultural negotiation.

Ultimately, both Atlético de Madrid and Borussia Dortmund prove that globalization in sport is not about chasing scale — it’s about translating values into different cultural contexts.
They remind us that the future of football’s growth lies in human connection (digital & physical) while staying loyal to one's values, not just market expansion.

Article by Alex for Sport Across Borders — exploring how sport connects culture, management, and innovation worldwide.