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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.”

Watch Live: Four Premier League games, 10am ET

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Four Premier League games take place at 10 a.m. ET, as Brighton & Hove Albion have a massive game in their battle against relegation.

[ STREAM: Every PL game live here ] 

Wolves host Brighton, Leicester head to West Ham, Fulham travel to Bournemouth and Huddersfield welcome Watford.

[ MORE: Sign up for NBC Sports Gold ] 

You can access additional games by purchasing the new “Premier League Pass” via NBC Sports Gold which also includes an extensive selection of shoulder programming such as Premier League News, Premier League Today and NBC Sports originals such as Premier League Download and much more.

[ STREAM: “Goal Rush” here ]

For those of you familiar with the Premier League Breakaway Show during busy days (Boxing Day, New Year’s Day, Championship Sunday etc.) in the PL, this will follow that model of being similar to the NFL RedZone with action shown from all of the games in the 10 a.m. ET window. More info is available here.

The schedule for all four games at 10 a.m. ET is below and you can stream each game live by clicking on the links.


10 a.m. ET: Wolves v. Brighton – NBCSN [STREAM]
10 a.m. ET: West Ham v. Leicester – CNBC [STREAM]
10 a.m. ET: Bournemouth v. Fulham – NBC Sports Gold [STREAM]
10 a.m. ET: Huddersfield v. Watford – NBC Sports Gold [STREAM]

Player ratings from Man City 1-0 Spurs

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The goal were scarce, but Man City and Tottenham Hotspur went on with their ability to entertain in a bounce back win for City at the Etihad Stadium.

[ MORE: Match recap | ]

A flop from either would’ve been understandable given the 7-goal thriller at midweek, but both provided fine accounts of themselves as Phil Foden was the match-winner.

Manchester City

Ederson:  9 – *Man of the Match* here was plenty of luck in his thwarting of Lucas Moura‘s late deflected strike, but the Brazilian will enjoy a clean sheet following Wednesday’s second leg.

Kyle Walker: 6 – Would VAR have him conceding a second half penalty for handball?

John Stones: 6 – Not terrific, though his partial block that led to Ederson’s last big save was bigger than we realize.

Aymeric Laporte: 7 – A notable error between Laporte and Stones late takes this down a point, but he was huge along with Ederson in the early stages.

Oleksandr Zinchenko: 7 – Is City in the UEFA Champions League semifinal with a healthy Zinchenko in place of Mendy, Delph, et. al.

Kevin De Bruyne (Off 38′): N/A – His injury will be alarming for City, given recurring knee troubles this season.

Ilkay Gundogan: 6 – An unspectacular display as time ticks down on his career at City.

Phil Foden: 8 – The fifth-minute header could hardly have been a more important first Premier League goal.

Bernardo Silva: 8 – A delightful dribble and cross to the back post set up the opener, as the Portuguese playmaker continues a fine season.

Sergio Aguero (Off 66′): 7 – Perhaps a bit quieter than usual, but his headed assist was what City needed early at the Etihad.

Raheem Sterling: 7 – Absolutely in the discussion for Premier League Player of the Season, and has been switched on from moment one.

Subs
Fernandinho (On 38′): 7 – Easy to applaud anyone who comes on for an hour off the bench and doesn’t miss a beat. Broke up some serious Spurs threats.
Leroy Sane (On 66′): 7 – Short spell, but effective. Should’ve collected an assist for his set-up of Sterling

 (Photo by Shaun Botterill/Getty Images)

Tottenham

Paulo Gazzaniga:  7 – Solid enough and made a great point-blank save in the second half from Sterling.

Juan Foyth: 6 – A little lost at right back, but worked hard and made some important tackles.

Davinson Sanchez: 6 – See above. Solid on his return to the starting lineup. Maybe could have done better on the goal as Aguero peeled off him.

Toby Alderweireld: 7 – As dependable as ever. Good block from Aguero in the second half, which had a hint of handball, but the Belgian knew nothing about it.

Jan Vertonghen: 7 – Dominant display and tried his best to get Spurs moving forward when he could.

Ben Davies: 6 – Struggled to cope with Bernardo Silva, but then again most defenders have this season.

Eric Dier: 5 – Has been out with injury for a while, and looked rusty on his return to central midfield.

Christian Eriksen: 7 – Some lovely balls forward for Son, and he was denied by Ederson in the first half when he should have probably scored.

Dele Alli: 6 – A few majestic flicks in the first half, and appealed for a penalty kick on Kyle Walker. Looked a little jaded, which is understandable.

Lucas Moura: 7 – Hurried and chased all game long, and nearly got in to score in the second half but Ederson denied him.

Heung-Min Son: 6 – Another sharp display, but will be disappointed he didn’t score after having three big chances in the first half. Led Spurs’ charge on the counter attack.

Subs
Danny Rose: 6 – Did okay and brought his usual energy to the left back position.
Victor Wanyama: 5 – Booked. Did his best to provide a better shield than Dier in front of the Spurs defense.
Fernando Llorente: 5 – Hardly touched the ball in his brief cameo on the pitch. No hip/arm touches today…

Three things learned: Man City v. Tottenham

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Manchester City edged out Tottenham Hotspur 1-0 at the Etihad Stadium on Saturday, as Pep Guardiola‘s men won their 10th straight Premier League game to return to the summit.

After Spurs knocked Man City out of the UEFA Champions League on Wednesday, the reigning champs responded with a resolute display and dug deep as Phil Foden‘s early goal kept their title bid on track.

What did we learn from a tight, tense encounter?


CITY RESPOND, FOUR WINS FROM TITLE GLORY

Manchester City have won 10-straight games in the Premier League, but this was one of the most nervous victories they’ve had. We learned a lot about this Man City side on Saturday, as the crushing disappointment of having their quadruple hopes dashed by Tottenham in midweek was put behind them and Guardiola’s boys delivered. Starting Foden for just the second time in the PL was a risk, but the 18-year-old delivered the game-winner and didn’t look out of place.

With a massive Manchester derby at Manchester United on Wednesday, Guardiola rotated his squad well and City did just enough to get past a resilient Spurs. It wasn’t a classic Man City display, and they showed some nerves in the first half when leaving Heung-Min Son too much space to hurt them on the counter. But all that matters is the victory, and City need to win four more to secure back-to-back titles. City’s display was all about grit rather than panache and they got their mentality right to take a big step towards the title. If they beat United, Burnley, Leicester and Brighton, they will be PL champs. It is as simple as that. But it never really is, is it?


DE BRUYNE’S INJURY A HAMMER BLOW

Kevin De Bruyne‘s return to full fitness has been a huge bonus for City over the past few weeks. Seeming him crumple to the floor in the first half after tweaking his left knee is the last thing Pep Guardiola wanted to see ahead of the final few weeks of the season.

De Bruyne, 27, could have just gone off as a precaution, especially with a massive game at Man United coming up in four days time. However, his reaction suggested it was another setback in a season of setbacks. De Bruyne has twice spent lengthy spells on the sidelines this season and the Belgian playmaker has been sorely missed by City. Guardiola will be hoping this latest injury is a minor one, and City’s fans will be waiting with bated breath to find out what the problem is.


SPURS WASTE CHANCES ON THE BREAK

Tottenham were dangerous on the counter throughout and Heung-min Son could have had a hat trick in the first half alone. Twice he broke free but was denied by Aymeric Laporte and Ederson, while Christian Eriksen was denied by Ederson as City’s defense was caught flat-footed but Spurs didn’t make the most of their opportunities. Lucas Moura had another chance on the break in the second half but Ederson came up big again, as this game had a lot of chances but unlike their heroic Champions League performance in midweek, Spurs didn’t take any of them.

With the defeat at Man City, Tottenham’s top four hopes have taken a hit. However, with three of their final four games at home against Brighton, West Ham, Bournemouth and Everton, Spurs will fancy their chances of getting maximum points to dovetail with their UCL semifinal games against Ajax. Whatever happens now, Spurs have hung in there admirably this season amid injuries, stadium moves and no money spent. If they reach the UCL final and finish in the top four, that will have been beyond Pochettino’s wildest dreams at the start of the campaign.

Man City edge past Tottenham, go top (video)

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  • Foden’s first-ever PL goal the winner
  • Man City go top of the table
  • Spurs lose ground in top 4 race

Manchester City held their nerve to beat Tottenham Hotspur 1-0 at the Etihad Stadium on Saturday, as Pep Guardiola‘s men won their 10th straight Premier League game.

Teenager Phil Foden scored his first-ever PL goal early, and that was enough for City to go back to the top of the Premier League table.

With the win City move one point clear of Liverpool who play against Cardiff City on Sunday, as City then play their game in-hand at Manchester United on Wednesday. Spurs remain on 67 points and look likely to lose ground in their top four battle.

[ MORE: Watch full PL match replays ]

Man City got off to the perfect start early on, as Bernardo Silva‘s brilliant ball to the back post found Aguero and his header across goal saw Foden meet it with a diving header to send the ball home.

The teenager, still just 18 years old, celebrated his first-ever Premier League goal as City dominated the early stages in the sun in Manchester.

[ VIDEO: Premier League highlights

But Spurs did have their chances in the first half, as Heung-Min Son went close at the near post after a mistake from John Stones, then Ederson and Aymeric Laporte denied Christian Eriksen and Son who both went clean through on goal after City’s defense were caught out.

Silva had a decent shout for a penalty kick before the break as Jan Vertonghen caught his standing leg in the box as the Tottenham defender cleared. But then a really worrying moment arrived for Man City in their title bid, as star midfielder Kevin de Bruyne was forced off with what looked like another left knee injury.

[ MORE: Latest Premier League standings ]

The second half was a tame affair as both sets of players seemed a little exhausted from their midweek exploits.

Laporte flicked a header over and at the other end Kyle Walker could have given away a penalty kick as the ball hit his hand in the box.

[ MORE: Full lineups, stats, box score ]

Late on Spurs had a couple of decent chances, as Lucas Moura forced Ederson to save but a nervous Man City held on for a massive win.

After their devastating disappointment in midweek, City dug deep for the win to keep their title bid on track.