Observed Signal · Sep 3, 2026 · Campaign Launch · Source: Horizont · Impact: 1/5 · Sentiment: Neutral
Borussia Dortmund and Saint Elmo's Launch 'Buying Borussia' Satire Campaign
Borussia Dortmund and Munich-based agency Saint Elmo's have launched 'Buying Borussia,' a satirical mockumentary released at the start of the 2026/27 Bundesliga season. The film, the first output of Saint Elmo's new lead agency mandate, follows a fictional wealthy heir who tours the club's stadium and evaluates Borussia Dortmund through the lens of luxury, return on investment, and status symbols. The campaign is intended as a humorous counterpoint to the growing commercialization of football. In parallel, the club and its fans issued a statement reaffirming their support for Germany's 50+1 rule, which prevents outside investors from taking majority control. The role is played by content creator Max Früchtl. BVB marketing chief Marius Happe and Saint Elmo's CCO Matthias Harbeck emphasized the satirical tone. The English-language film is distributed via the club's German and international channels.
Minor marketing campaign news; relevant to brand marketing and agency business but no significant impact on the AdTech/MarTech industry.
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Key Takeaways & Evidence Grounding
- Borussia Dortmund and Saint Elmo's launched the mockumentary campaign 'Buying Borussia' at the start of the 2026/27 Bundesliga season.
- The campaign features a fictional wealthy heir, played by content creator Max Früchtl, who tries to buy the club.
- BVB and its fans publicly reaffirmed their commitment to the 50+1 rule, opposing full investor ownership.
- Saint Elmo's won the agency pitch and will lead national and international communication projects with BVB's in-house team.
- The film was produced in English and distributed across the club's German and international channels.
Connected Companies & Entities
1 Entity mapped“Saint Elmo's won the pitch as lead agency and will handle national and international communication projects with BVB's in-house team.”
Ontology Mapping & Concepts
Related Market Signals & Shifts
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Erste Arbeit nach Pitch-Gewinn: Saint Elmo’s und BVB präsentieren Mockumentary „Buying Borussia“
Saint Elmo’s ist neue Kreativ-Agentur von Borussia Dortmund. Zum Auftakt der neuen Bundesliga-Saison präsentieren der BVB und Saint Elmo's einen satirischen Film, der die aktuellen Entwicklungen des Profifußballs aufs Korn nimmt.
BVB and Manera Launch Ruhrpott Pommesbude Comedy Series
Borussia Dortmund (BVB) and cultural-marketing agency Manera have launched a vertical 9:16 branded-comedy series titled "Auf Deckel - Eine Pommesbuden-Serie." The six-episode format, each about two minutes, stars content creator and comedian Ryko with guest appearances including Manera founder Tobias Kargoll, rapper Miami Yacine, actor David Schütter, singer Rayan (Blumengarten) and former BVB player Kevin Großkreutz. Produced with Nie und Immer Studios and Heyen & Friends and filmed at the authentic "Olympia Grill" in Dortmund, the series blends Ruhrpott humor and branded entertainment. BVB used the series to introduce 18-year-old Greek signing Konstantinos Karetsas (reportedly for ~€30 million from KRC Genk) and to feature the club's new purple away kit in-scene. The show launched mid-July on BVB channels on Instagram and TikTok; creative leads and production credits are credited in the article.
ING Deutschland: First major campaign by Saint Elmo's
ING Deutschland has appointed Saint Elmo's as an additional agency for strategy and creative in August 2026. The creative agency, which won the pitch against several competitors, has now unveiled its first major campaign for the financial services provider. The campaign, titled '1000 Meinungen' (1000 Opinions), focuses on retirement savings. Details of the campaign execution are limited due to the paywall, but the partnership marks a significant addition to ING's agency roster.
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