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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.”

Bartomeu vows Messi will finish career at Barcelona

Messi staying with Barcelona
Photo by Pablo Morano/MB Media/Getty Images
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Lionel Messi will finish his career at Barcelona, says embattled president Josep Maria Bartomeu.

The exit clause in Messi’s latest Barcelona contract expired on June 1, putting a temporary end to worries that the world’s top player would leave a messy Barcelona season.

Messi, 33, is still near the top of his powers. He has 22 goals and 19 assists in 29 La Liga appearances this season, adding five goals and four assists in nine cup games.

[ MORE: Premier League standings ]

“(Messi) will end his working and footballing life at Barcelona”, said Bartomeu in a Monday radio interview. “We are negotiating with many players but Messi has explained to us he wants to stay. And so we’re going to enjoy him for much longer.”

Only four players in Europe’s top five leagues have scored more league goals than Messi and none of those players has more than eight assists. Messi’s 19 La Liga assists are two behind Thomas Muller in that same group.

It had been reported since November that Messi would not exercise his option to leave the club, but there were numerous reasons to think he might rethink things given problems at Barcelona.

There has been chaos in the board room and players including Messi were angry to be thrown under the proverbial bus when Ernesto Valverde was fired early this year.

Notably, he called Barcelona “home” but noted “weird things happening” at the Camp Nou. Fortunately, the club announced that an independent inspector cleared Barca’s hierarchy of wrongdoing after allegations that a third-party company contracted to the club tried to smear current and former club legends on social media.

Bartomeu needs Messi to stay as the club waits for Frenkie de Jong and Ansu Fati to come into the peaks of their powers. If the Argentine leaves Barca, who looks destined to finish second to Real Madrid despite leading the table for most of the year, the pressure on the president will reach an even higher level.

The president has overseen a mostly successful time at Barca during his tenure, winning four domestic titles and the 2014-15 Champions League.

FC Dallas withdrawn from MLS is Back tourney; Vela to sit out

FC Dallas withdraws from MLS is Back
Photo by Matthew Visinsky/Icon Sportswire via Getty Images
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Carlos Vela’s decision to sit out the MLS is Back tournament has been one-upped by reports that MLS has pulled an entire team out of the fray in Florida.

Vela, considered by many to be the league’s top player, is opting out of representing LAFC and choosing to spend time with his pregnant wife and children.

The Mexican star, 31, said he would love to play but the coronavirus pandemic means missing out is in “the best interest of the health of my family to stay home and be with my wife during what is a risky pregnancy.”

[ MORE: Mourinho, Lloris react to Son spat ]

LAFC released a statement supporting Vela’s “difficult decision,” which will not help the West’s top side in its bid to outlast the Galaxy, Houston, and Portland in Group F, should the tournament go forward as planned.

Meanwhile, FC Dallas’ bad month has gotten much worse. Six players reportedly tested positive for COVID-19 last week and reports grew to include 10 players and one coach.

The side’s opening match against Vancouver was postponed on Saturday. Now FC Dallas says it is supporting an MLS decision to take the team out of the tournament. FC Dallas says it will take every precaution to make sure its return to Texas “minimizes risk of exposure to all parties involved.”

Dallas was drawn into Group B with Seattle, Vancouver, and San Jose. Two of the teams were set to advance to the knockout rounds.

Here is MLS’ statement on FC Dallas’ withdrawal:

“Major League Soccer announced today that FC Dallas have been withdrawn from the MLS is Back Tournament due to 10 players and one member of the technical staff confirmed positive for COVID-19. Each of these positive tests either occurred upon the club’s arrival or within a few days of arrival. The decision was made in the best interest of the health of all players and staff participating in the tournament, and in line with protocols created in conjunction with local and national health authorities and infectious disease experts.
“’Given the impact of the number of positive tests on the club’s ability to train and play competitive matches, we have made the decision to withdraw FC Dallas from the MLS is Back Tournament,’ said MLS Commissioner Don Garber. ‘The health of everyone involved in our return to play has always been our top priority, and we will continue to make decisions consistent with that priority.’
Of the 557 players currently in Orlando, Fla. 13 total players have been confirmed positive for COVID-19, 10 of those being FC Dallas players and the remaining three from two other clubs.”

Mourinho: ‘Nice boys only win the fair play cup’

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The reaction to two Tottenham players having a scrap was very on brand for Jose Mourinho.

[ MORE: Premier League standings ]

Mourinho called a half time coming-together between captain Hugo Lloris and star forward Heung-min Son ‘beautiful’ and praised the fighting spirit of his players as they beat Everton 1-0.

Speaking to reporters via Zoom after the win, Mourinho made a point that he wants his Tottenham side to be nastier as he was asked about saying they needed to grow up.

“A team of good boys, nice boys, the only thing that they win at the end of the season is the fair play cup. Which is something I’ve never won and I’m not interested in winning that,” Mourinho said. “You need to have a certain character. You need to grow up in terms of your mentality, in your responsibility because it is very, very important to be consistent. To have a good game, win a match, then lose the other one, then win another one, then draw another one. That is the kind of mentality that doesn’t take you further in your ambitions. It is not a specific concept but it is a concept that covers many, many areas. I think it is very, very important. I don’t like a team without communication, without demanding from each other. I don’t like a team without a critical sense. Probably what happened today at half time shouldn’t happen there, should happen just inside the dressing room, but I can promise you my teams, my winning teams, we had big fights in the team.”

That Jose Mourinho reaction said it all as to what he expects from Tottenham. He certainly knows all about winning and that is why Tottenham hired him.

A narrow win to beat Everton at home to move in to eighth place, nine points off the top four, probably isn’t a big deal in the grand scheme of things but Mourinho loved what he saw.

“I think they are the same thing, the same spirit,” Mourinho said when ProSoccerTalk asked him about the fight of his players on and off the pitch. “We spoke a lot after the game at Sheffield United and one of the things we spoke about was to have a critical sense, to be open with each other and be demanding with each other. Don’t accept the attitude. Don’t be passive in relation to the others. I think that was a consequence of that. The performance was very solid. My feeling was that the game was under control and I never felt the game wasn’t under control.

“Could we play better? Could we score more? Yes, of course. I always fear matches after bad defeats because sometimes you stay in the bad defeats. Sometimes you carry to the match the weight of the bad performances, the weight of the critics and the boys were great in their attitude. They really fought hard for the three points and in this moment of the season the most important thing is the points, to try to finish in the best possible position.”

Tottenham are becoming a Mourinho team and that means the play on the pitch won’t be as good to watch as it could be, but he will grind out results like this.

Mourinho was asked about becoming just the fifth manager in Premier League history to win 200 games, with only Sir Alex Ferguson reaching that milestone in fewer matches than him, and this was his response.

“Of course, as you know, I am not a very humble guy, but when you coach three of the best clubs in England you have more chances to get to that,” Mourinho smiled. “Sir Alex did it because all of his career in England was at Manchester United. I did it because I was with Chelsea, Manchester United and Tottenham. I think nobody asks the coaches without titles that their teams put in 200 amazing performances. You are telling me your teams won 200 Premier League matches. You don’t tell anyone who won nothing, ‘your team had 100 or 200 amazing performances.’ But I want to admit that today I would be even more happy if it was not just a victory, but it was a beautiful victory, I would be more happy and I want my team to do that.”

Mourinho will be playing ‘all I do is win, win, win’ over the radio on his car ride home on Monday. Then he will probably officiate a punch up between Harry Kane and Eric Dier just because.

Lloris explains Son scuffle, which Mourinho deems “beautiful”

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Tottenham Hotspur captain Hugo Lloris explained his halftime dust-up with teammate Heung-min Son, with all in better spirits after a 1-0 home win over Everton on Monday.

Lloris needed to be separated from Son as the two walked off the pitch, though cameras caught them making up at halftime and hugging after the final whistle.

Lilywhite reconciliation.

TOTTENHAM – EVERTON FULL MATCH REPLAY

As our broadcast crew surmised, Lloris was unhappy that Son quit on his press after a giveaway. That led to a Richarlison scoring chance before halftime.

Lloris faced the cameras after completing the clean sheet in North London.

“What happened between me and Sonny is something that’s part of football some times but there’s no problem at all,” Lloris said. “You can see after the game that we are more than happy to be part of the team. … To concede a chance a few seconds before halftime because we don’t have the proper press is annoying but that’s football.”

Spurs manager Jose Mourinho loved it.

“It’s beautiful,” Mourinho said to Sky Sports after the game. “Probably it’s consequence of our meetings. If you want to blame somebody for that, it’s me because I was critical of my boys because they are not critical themselves of each other. I asked them to be more demanding, to put their colleagues under that pressure, that team spirit where you have to do everything for everything.

“An amazing kid that everybody loves like Son, a team boy, but in that situation the captain said you have to do more and give more to the team. A couple of bad words, I don’t know if there was a push, but that’s important for a team to grow up. I was really pleased. At halftime I told them, when you have those reactions I have no doubt you will stick together til the end.”

Mourinho went on, calling back to Spurs’ Thursday loss at Sheffield United which featured a bizarre and controversial decision from VAR chief Michael Oliver to take a goal off the board after a fouled, falling, and looking the other way Lucas Moura had the ball hit his arm prior to a Harry Kane goal.

“It tells me that they care. They were upset, frustrated and probably blaming each other for the last result. I could be very protective of my team and my players and put all the blame on Michael Oliver. A lot of people did it and rightly so but inside I was in the direction of forget Michael Oliver and focus on our performance so today we knew, right?”

[ MORE: Premier League stats ]

The North Londoners are one point behind local rivals Arsenal ahead of this weekend’s big derby (though there’s still a Thursday visit to Bournemouth for Spurs).

“We are in a situation we need to fight against,” Lloris said. “We are not happy to be in that position but what’s important today is to say focused on the team and do everything to finish as high as we can. When you play a system like this one, it’s very easy to fall apart as a team. To think about the interest. But today we showed we are ready to fight until the end.”

Spurs will like their chances to win at desperate Bournemouth if they can stay focused on the task at hand and not focus on the North London Derby.