Buying Borussia

Saint Elmo’s is Borussia Dortmund’s new creative agency. To kick off the new Bundesliga season, BVB and Saint Elmo’s are presenting a satirical film that takes aim at current developments in professional football. In the mockumentary ‘Buying Borussia’, a snobbish billionaire heir wants to buy BVB for his birthday. Yet he has no sense of what Borussia Dortmund is really about: the love of football in its purest form.
Saint Elmo’s and Borussia Dortmund have already worked together on the multi-award-winning campaign ‘Balls for Balls’. Saint Elmo’s has now won the pitch for the club’s creative account and will develop communication ideas and creative concepts for national and international projects together with the club’s in-house team.
Mockumentary satirises the detachment of individuals in modern football
‘Buying Borussia’ follows the absurd and increasingly comical attempts of a fictional, out-of-touch billionaire heir to assess the club according to luxury criteria and market logic. Accordingly bewildered, he makes his way through the world of BVB on a guided tour. He does not recognise Alexandra Popp, Olympic champion and player for BVB’s women’s team, knowing only a ‘Jürgen Popp’, if anyone. Women’s football is almost inconceivable to him, and when he sees the very ordinary changing room, his main question is: How is a player like Cristiano Ronaldo supposed to do his hair in surroundings like these?
The lead role is played by content creator Max Früchtl, who is known on social media for portraying a wealthy Munich heir who has lost touch with everyday life. For ‘Buying Borussia’, he brings this character into the world of professional football.
The blend of arrogance and ignorance creates comical situations that gradually expose the billionaire heir’s worldview. What he fails to understand is that Borussia Dortmund cannot be reduced solely to growth curves or return expectations. BVB is shaped by the people who stand behind it week after week. It embodies a clear club identity based on participation and a vibrant fan culture where football is all that matters. This attitude is captured in the line that closes the film and the accompanying campaign assets: ‘Built different’.
The campaign is also part of a statement published by Borussia Dortmund together with its fans at the start of the new Bundesliga season. In it, the club clearly reaffirms its commitment to the 50+1 rule and its long-term preservation.
Humorous satire instead of heavy-handed criticism of commercialisation
‘With “Buying Borussia”, we are addressing a highly topical issue that concerns many fans and approaching it in a unique and creative way. Through the mockumentary format, we cast a humorous spotlight on developments in modern football and BVB’s stance,’ says Marius Happe, Head of Marketing at Borussia Dortmund. ‘In Saint Elmo’s, we have found an agency that ideally complements our in-house capabilities. We look forward to a creatively ambitious and collaborative partnership.’
‘Borussia Dortmund stands for absolute passion, an honest and grounded attitude, and an exceptionally close bond between the club and its fans. This club is truly unique,’ says Matthias Harbeck, CCO of the Saint Elmo’s Group. ‘With “Buying Borussia”, it was clear to us from the outset that we did not want to deliver heavy-handed criticism of commercialisation, but also wanted to entertain. We bring a completely out-of-touch character into the very ordinary world of BVB. The result is biting humour with a wonderful dose of self-deprecation. That was only possible because BVB is confident enough to laugh at itself.’
In fact, since launching last Thursday, ‘Buying Borussia’ has generated more than 1 million views, over 37,000 likes and hundreds of enthusiastic comments on Instagram alone. Genuine BVB fans have particularly enjoyed the self-deprecating jabs at the stadium kitchen reportedly costing €11 million and last season’s much-discussed away kit.
‘Buying Borussia’ was deliberately produced in English. The mockumentary is intended to appeal not only to Borussia Dortmund fans, but also to football enthusiasts around the world. The film was therefore published both on Borussia Dortmund’s main Instagram channel (@bvb09) and on its official English-language account (@blackyellow).