Borussia Dortmund, a prominent German soccer team, is introducing a new initiative that could penalize fans for taking selfies at the stadium. The club is encouraging supporters to limit phone use during games by offering rewards such as signed jerseys and gift cards for club merchandise through a dedicated app.
The club believes that the increasing trend of selfies, streaming, and social media posts during matches is disrupting the fan experience. Fans can opt into a “fan mode” on the club’s app, starting with the upcoming match against Eintracht Frankfurt, which will track phone unlocks throughout the game, excluding halftime. Participants will earn points for minimal phone usage and could win prizes based on their points tally. Points are deducted each time the phone is unlocked.
Carsten Cramer, CEO of Dortmund, emphasized the unique atmosphere of live matches with thousands of fans united in support. The rewards program and app are voluntary, and fans are not prohibited from using their phones altogether.
In German soccer, fan engagement and stadium atmosphere are highly valued, particularly Dortmund’s renowned “Yellow Wall” section known for its passionate support. The club’s initiative reflects a broader movement within German soccer to preserve the authentic matchday experience and limit the commercialization of stadium content on social media.
Other clubs like Hertha Berlin and Dynamo Dresden have also taken steps to restrict commercial video productions for social media, prioritizing fan comfort and protecting the club’s media rights agreements.
