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Marketing Pulisic: Catching up with BVB director Carsten Cramer

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Borussia Dortmund is taking its talents to our shores this summer, and ProSoccerTalk had a chance to speak to the club on its efforts in America and back home in the Bundesliga.

[ MORE: Pulisic rips up Liverpool ]

Naturally, American fans are very interested in anything Christian Pulisic, and PST is very interested in how a club like BVB goes about marketing one of the first internationally recognizable U.S. teen stars (or at least the first of serious consequence since Landon Donovan).

Near hat tricks market themselves — Pulisic had two goals and played a huge part in the third as Loris Karius parried his shot right to Jacob Bruun Larsen — but there’s plenty more to our discussion with BVB marketing director Carsten Cramer.

ProSoccerTalk: BVB is a gigantic club with a huge fan base already here, but the growing interest of the American market is clearly ripe to become someone’s new favorite club. How do you balance the need to cater to both on a trip like this?

Carsten Cramer: “You described it well and with the right words. We know about the interest of Americans in football generally, and we also know that a club like Borussia Dortmund which is a little bit different from the other big clubs and seems to draw the attention of American people as well. If you know these two characteristics of the American market, it’s a kind of logical consequence that a club like Dortmund which has internationalization as very important for growth, makes a decision to come to the U.S. after traveling three years in a row to Asia. Christian Pulisic is one of the Top 11 in our team. Although we had a difficult season, he played a good one. He’s now 19. He’s at the right age to lead and run this team for the U.S. visit.”

PST: How would you compare traveling to the U.S. with Pulisic to heading to Japan with Shinji Kagawa?

CC: “It’s always good if you have a player from the market. They are definitely a door opener. It’s a kind of similar situation. Christian has become one of the superstars in American soccer and he made his first steps in football, so it might be a little bit different to Shinji Kagawa who had made his first steps in Japan.”

PST: We’re sure the club has seen a bump in interest from American audiences. Is there a way to measure the impact he’s had, especially as BVB battles for new fans?

CC: “We are a powerful club but we are definitely not comparable with the Real Madrids and Manchester Uniteds, so they are even bigger. But we do have very very attractive door opener, who makes it easier to meet people, especially the young generation. In the young generation, football has a higher relevance. If you have one of their generation wearing a black and yellow shirt, it gives us a deeper and more intense impact than without him. We analyze the digital reach, the followers when we present to the American public.

“It’s the frosting on the cake. The cake is always delicious if it’s a black and yellow one, but if you can taste the black and yellow one including Christian Pulisic, it’s an awesome cake.”

Donnerstag 19.07.2018, 1. Fussball – Bundesliga Saison 18/19 – BVB USA-2018 Reise 2, Chicago,
Borussia Dortmund. Credit: Alexander Isak (BVB),

PST: The black and yellow of Dortmund has a bit in common with the sports teams of Pittsburgh, where you’ll play this week. Does the club have a lot of say in where they play as part of the ICC?

CC: “For us it was important when we agreed in the ICC that we play in the more Eastern parts of the states. We started with LAFC for the opening of Banc of California Stadium. Then we said we don’t want to go to the West Coast again and if it would be possible we’d love to go to Chicago because of a big German community and many many Polish people.

“Chicago was naturally seeded, than Charlotte is attractive because there are many German business there. And then they offered Pittsburgh and we said that’s cool because there’s a side of parallelism between the city history of Pittsburgh and Dortmund. Both have an industrial background like steel and coal, and Pittsburgh has the black and yellow, and is not that far from where Christian’s from in Hershey.”

PST: You have another interesting international addition in Jadon Sancho, formerly from Manchester City. Correct me if I’m wrong, but there hasn’t been a British player on Dortmund for some time and it doesn’t happen a ton in the Bundesliga. What does that say?

CC: “He’s the first one from the island we took, but he’s one of many many young players who’s fully convinced that Dortmund is the right club for his stage of their career.

“The reputation we do have is we build stars, we never buy stars. We build them, we make them, we develop them. The education of young talented players is one of the core pieces of Borussia Dortmund.”

“It was not difficult to convince Jadon. After one year of playing for us, he saw he could trust us. He’s a very talented guy and he can commit that the step to Dortmund was the right one. He’s the first one from the UK, but he was one of many Europeans who see they have an opportunity to play for the club.”

PST: This may be a goofy question, but what’s the focus of your job domestically? It doesn’t seem like a historically-big Borussia Dortmund needs to do a ton to prop itself up in Germany, so what’s critical to the marketing of BVB?

CC: “First of all, our core business is football. Marketing is just an appendix. We have a very simple job. We have to clean the window. We have to put in the window what makes people want to open the door and come into the Dortmund store. We have nice talented attractive players. The only job we have is presenting Borussia Dortmund as authentic, as credible as possible. Then marketing is very easy. Don’t tell them an artificial story. Make the players touchable, accessible. Give the people the feeling that we are really interested, that there is no big distance between the supporters and us, and you may have seen when we arrived at the public terminal at the Chicago airport. That’s our marketing. The more people we can attract, the more hearts we can gain, the more successful our marketing activities have been.”

Premier League TV schedule: April 4-5

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We have 16 hours of Premier League programming coming your way this weekend and here is your TV schedule for April 4-5

This Saturday and Sunday we will have eight hours of programming coming your way each morning from 6 a.m. ET to 2 p.m. ET on NBCSN on your TV.

With the current 2019-20 Premier League season suspended until April 30 due to the coronavirus pandemic, we have a lot of programming treats planned for you in the coming weeks and will keep up fully updated with a TV schedule posted every single week.

[ MORE: Sign up for NBC Sports Gold ]

Remember, during the season you can watch every single second of every single game live online via NBC Sports.com,the NBC Sports App and by purchasing the new “Premier League Pass” via NBC Sports Gold.

Gold also includes an extensive selection of shoulder programming such as Premier League News, Premier League Today, Sky Sports News, NBC Sports originals such as Premier League Download and much more.

[ STREAM: Premier League live here ] 

If you’re looking for full-event replays of Premier League games, you can find them here for the games streamed on NBCSports.com and here for the games on NBC Sports Gold.

Below is your full Premier League TV schedule and stream links for Saturday and Sunday as we have classic matches, Goal of the Season, Behind the Badge, a focus on Liverpool v. Man City and much more coming up.


FULL TV SCHEDULE FOR NBCSN

Saturday, April 4
6-6:30 a.m. ET: Soccerbox – Matt Le Tissier [STREAM]
6:30-7 a.m. ET: Soccerbox – John Barnes [STREAM]
7-7:30 a.m. ET: Soccerbox – Sol Campbell [STREAM]
7:30-8 a.m. ET: Soccerbox – Ryan Giggs [STREAM]
8-9 a.m. ET: PL Goals of the Season: 2001-02 [STREAM]
9-10 a.m. ET: PL Goals of the Season: 2002-03 [STREAM]
10-10:30 a.m. ET: Classic Match: Liverpool v. Tottenham, Feb. 2015 [STREAM]
10:30-11 a.m. ET: Classic Match: Chelsea v. Man United, Feb. 2012 [STREAM]
11-11:30 a.m. ET: Classic Match: Tottenham v. Chelsea, Jan.  2015 [STREAM]
11:30 a.m. – 12 p.m. ET: Classic Match: Man United v. Arsenal, Aug., 2011 [STREAM]
12-12:30 p.m. ET. ET: Behind the Badge – Watford, Episode 1 [STREAM]
12:30-  p.m. ET. ET: Behind the Badge – Watford, Episode 2 [STREAM]
1-1:30 p.m. ET. ET: Behind the Badge – Watford, Episode 3 [STREAM]
1:30-2 p.m. ET. ET: Behind the Badge – Watford, Episode 4 [STREAM]

Sunday, April 5
6-7 a.m. ET: PL season in review 1998-99 [STREAM]
7-8 a.m. ET: PL season in review 1999-00 [STREAM]
8-10 a.m. ET: Match of the Week, Man City v. QPR, May 2012 [STREAM]
10 a.m. – 12 p.m. ET: Match of the Week, Everton v. Liverpool, Nov. 2013 [STREAM]
12 p.m. – 2 p.m. ET: Match of the Week, Chelsea v. Arsenal, Oct. 2014 [STREAM]

VIDEO: Top 25 moments in Premier League history

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It’s time to take a trip down memory lane and countdown the top 25 moments in Premier League history.

[ VIDEO: Premier League highlights ]

There have been so many memorable goals, incidents, performances and players throughout the league’s history and back in 2017 we celebrated its 25th anniversary by counting down our top 25 moments.

From Wayne Rooney’s bicycle kick, the arrival of Arsene Wenger and Jose Mourinho, Leicester’s title win and Man City’s dramatic last-gasp success, there are so many wild moments packed into this video.

In truth, it was so tough to narrow down the best moments in PL history to just 25 moments.

Click play on the video above to replay some of the greatest moments in history.

Daniel Levy calls for all players, clubs to cut wages

Daniel Levy Tottenham
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Tottenham chairman has called for Premier League players and staff to take wage cuts to help clubs cope with the suspension during the coronavirus pandemic.

Levy revealed he is among 550 non-playing staff at Tottenham who have taken pay cuts as he pointed to the likes of Barcelona, Juventus and Bayern Munich as their players and officials had taken wage cuts in order to make sure every individual at the club was paid and costs did not spiral out of control during the suspension of leagues.

[ MORE: Premier League schedule

Levy confirmed that the “club’s operations have effectively ceased” and “has an annual cost base running into hundreds of millions of pounds” before adding that clubs and players should do their part as clubs, leagues and players’ unions meet on Wednesday in England to work out a way forward.

“We hope the current discussions between the Premier League, PFA and LMA will result in players and coaches doing their bit for the football eco system,” Levy said.

Levy in particular will be scrutinized as he was the highest-paid Premier League executive, paid $3.7 million in 2018 and $8.7 million in 2019 after a hefty bonus for Tottenham completing their move to a new stadium.

Tottenham’s chairman also explained exactly what Spurs are doing to help them deal with the new financial reality all soccer clubs are facing, as the UK government is paying 80 percent of wages of staff who have been furloughed (basically told they still have a job but aren’t needed right now) by their employers.

“We have seen some of the biggest clubs in the world such as Barcelona, Bayern Munich and Juventus take steps to reduce their costs. Yesterday, having already taken steps to reduce costs, we ourselves made the difficult decision – in order to protect jobs – to reduce the remuneration of all 550 non-playing directors and employees for April and May by 20 per cent utilising, where appropriate, the Government’s furlough scheme. We shall continue to review this position,” Levy added.

Soccer will of course have to adjust to its new reality and the longer the suspension goes on, tougher decisions will have to be made about players and staff taking significant pay cuts to help keep costs down with no matchday revenue coming in. Tottenham’s stadium is being used to help prepare food for vulnerable people in the local and it has been offered to the NHS to be used any way it can help.

Plenty of clubs across the Premier League have vowed to pay temporary staff used on matchdays but many are making use of government help with wages and many are doing plenty for their local communities too. These are unprecedented times and players and clubs are stepping up to make sure the most vulnerable are looked after.

Benzema: ‘I’m F1’ quality compared to ‘go-kart’ Giroud

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It would appear that Karim Benzema lives for exactly two things in life: scoring goals and creating/participating in very public drama.

[ MORE: Monday’s transfer rumor roundup | Friday | Thursday ]

Benzema, who hasn’t feature for France’s national team since he was allegedly involved in a scandal to blackmail teammate Mathieu Valbuena with a sex tape in 2015, slammed compatriot forward Olivier Giroud as the “go-karting” alternative to his own “F1” quality.

His main gripe with Giroud doesn’t appear to actually be with the player himself, but the fact the two get compared to one another so frequently. In Benzema’s absence from Les Bleus, Giroud has been the main beneficiary, leading many to wonder if the team could have reached greater heights with Benzmea in the team instead — quotes from Sky Sports:

“You shouldn’t confuse F1 and go karting and that’s me being kind. On to the next topic. I’m not talking about him [Giroud] anymore. I just know that I’m F1.

“He has his career, he does what he wants and scores the goals that he wants to score. He’s in his corner and I’m in mine, I’m not thinking about him. If we’re talking about playing style, his suits France well.

“It’s good because there are fast players like (Kylian) Mbappe and (Antoine) Griezmann who play out wide or feed off the centre-forward. When Giroud is up front, he’s a handful for defenses, which gives the other two plenty of space to show what they can do.

“He occupies defenders and it works. It might not be brilliant to watch and you won’t say, ‘Wow, that was incredible.’ Does everyone like that style of play? I don’t know, but it suits France well.”

Giroud: 39 goals (third-highest) in 97 appearances for France. Benzema: 27 goals in 81 appearances.