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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.”

USMNT striker Sargent out for rest of 2019

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American forward Josh Sargent will be shut down for the rest of 2019 thanks to a groin injury.

Werder Bremen said the injury first arose during USMNT duty and has bothered the 19-year-old in recent weeks.

[ MORE: Premier League schedule ]

Sargent has two goals and three assists in 13 matches this season, playing mostly a center forward or primary striker role.

Here’s Bremen head coach Florian Kohfeldt:

“Since this is a small, deep-set muscle, the problems only occur at certain, very specific loads, which is why he was able to play and train for so long with problems. We will now give Josh’s injury time to properly heal, then he will get back to training in January.”

There are four more match days in the Bundesliga before the league goes on holiday break until mid-January.

PL Club Power Rankings: Week 15

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The congested schedule means we’ve had two match days since we last took stock of the Premier League.

[ MORE: Premier League schedule ]

We’ve got a brand new Top Five (well, in terms of the four behind eventual champions Liverpool) and two teams dipping to season lows on our ol’ litmus test.

Green: New season-high ranking
Red: New season-low

[ MORE: PL Club Power Rankings archive ]


20. Watford — As many losses as goals (9), and that figure is one more than the Hornets’ total points. Perhaps it shouldn’t be a surprise to see them on the verge of full-time manager No. 3, as full-time manager of Watford is a bit more like seasonal help.
Last week: 18
Season high: 17
Season low: 20
Last match: Lost 3-0 v. Burnley
Up next: 12:30 p.m. ET Saturday at Southampton

19. Everton — A top half team in terms of talent seeks the manager who can organize its way out of the drop zone. Might it be this guy? Better than the alternatives.
Last week: 17
Season high: 5
Season low: 19
Last match: Lost 2-0 v. Norwich City
Up next: 11:30 a.m. ET Sunday at Leicester City

18. Norwich City — The first team to 10 losses is four points shy of 17th.
Last week: 16
Season high: 10
Season low: 20
Last match: Won 2-0 at Everton
Up next: 9 a.m. ET Sunday v. Arsenal

17. West Ham United — A gigantic ball of “blah.” Should thank Everton for existing so people aren’t more focused on this particular collection of currently squandered talent.
Last week: 20
Season high: 5
Season low: 20
Last match: Lost 3-2 v. Spurs
Up next: 10 a.m. ET Saturday at Chelsea

16. Bournemouth — It’s just not good enough, is it? To have held onto Callum Wilson and get another step up in class from Philip Billing and still be so wildly inconsistent.
Last week: 11
Season high: 6
Season low: 17
Last match: Lost 2-1 v. Wolves
Up next: 10 a.m. ET Saturday at Spurs

15. Southampton — It really feels like the Danny Ings revival show could rival any story for the best individual one in the league this season. Happy to see Ralph Hasenhuttl get some good performances, as he was being scapegoated in a hurry.
Last week: 19
Season high: 13
Season low: 20
Last match: Drew 2-2 at Arsenal
Up next: 12:30 p.m. ET Saturday v. Watford

14. Aston Villa — Allowing a league-worst 18.8 shots per game, but staying in the mix thanks to Tom Heaton and Tyrone Mings.
Last week: 13
Season high: 8
Season low: 15
Last match: Won 2-0 v. Newcastle United
Up next: 11 a.m. ET Sunday at Manchester United

13. Arsenal — The Gunners back line gets a lot of heat, and rightly so, but maybe a little help from the midfield would be nice considering Sokratis Papastathopoulos and David Luiz have combined for 39 blocks. Sokratis is third in the PL and Luiz fourth.
Last week: 12
Season high: 4
Season low: 12
Last match: Drew 2-2 v. Southampton
Up next: 9 a.m. ET Sunday at Norwich City


12. Brighton and Hove Albion — First win ever away to Arsenal is another feather in the cap of Graham Potter, especially nice considering they had lost four on the bounce.
Last week: 14
Season high: 6
Season low: 18
Last match: Lost 2-0 v. Leicester City
Up next: 10 a.m. ET Saturday at Liverpool

11. Newcastle United — No one is punching above its weight more than Steve Bruce‘s Magpies, and they’ve been aided in a big way by Martin Dubravka. The Slovakian goalkeeper has a league-best 44 saves from shots inside the 18.

Also, according to Understat’s xG numbers, they should’ve lost to the Blades. In fat, the xG table says they should be dead last. Life’s funny like that. It’s Steve Bruce’s world and we’re living in it.
Last week: 15
Season high: 11
Season low: 20
Last match: Lost 2-0 at Aston Villa
Up next: 7:30 a.m. ET Saturday v. Man City

https://understat.com/match/11786

10. Sheffield United — Just lost for the first time since September. That’s amazing.
Last week: 6
Season high: 5
Season low: 17
Last match: Drew 3-3 v. Manchester United
Up next: 9 a.m. ET Sunday v. Wolves

9. Burnley — Striker Chris Wood has been credited with 12 “big chances missed” by Sofascore, more than any player in the league.
Last week: 7
Season high: 5
Season low: 15
Last match: Won 3-0 at Watford
Up next: 10 a.m. Saturday v. Crystal Palace

8. Spurs — Jose Mourinho learned Wednesday that Moussa Sissoko is nice for the squad, but not to be leaned on.
Last week: 9
Season high: 2
Season low: 16
Last match: Won 3-2 at West Ham United
Up next: 10 a.m. ET Saturday v. Bournemouth

7. Crystal Palace — Wilfried Zaha‘s 68 dribbles are 13 more than anyone else in the league.
Last week: 10
Season high: 5
Season low: 18
Last match: Lost 2-1 v. Liverpool
Up next: 10 a.m. ET Saturday at Burnley

6. Manchester United — Ole had himself a moment in outfoxing Mourinho without Pogba or Martial.
Last week: 8
Season high: 2
Season low: 16
Last match: Drew 3-3 at Sheffield United
Up next: 11:30 a.m. Sunday v. Aston Villa

5. Chelsea — We told you, Frank. WE TOLD YOU.
Last week: 4
Season high: 2
Season low: 12
Last match: Lost 2-1 at Man City
Up next: 10 a.m. ET Saturday v. West Ham United

4. Manchester City — Aymeric Laporte is still two months away and that’s two months too long.
Last week: 2
Season high: 1
Season low: 3
Last match: Won 2-1 v. Chelsea
Up next: 7:30 a.m. ET Saturday at Newcastle United

3. Wolves — This is going to sound nuts, but there are days I’d rather see Liverpool on my schedule than Wolves. The Reds are obviously better weaponized, but Wolves come at you in waves, man, and Nuno Espirito Santo is doing it without his best center back.
Last week: 5
Season high: 3
Season low: 17
Last match: Won 2-1 at Bournemouth
Up next: 9 a.m. ET Sunday v. Sheffield United

2. Leicester City — How’s this for an unsustainable stat? Wilfred Ndidi and Ricardo Pereira rank first and second in the league in tackles, with 67 and 62.
Last week: 3
Season high: 2
Season low: 10
Last match: Won 2-0 at Brighton and Hove Albion
Up next: 11:30 a.m. ET Sunday v. Everton
1. Liverpool — Big Virgil Van Dijk is on track to become the first Premier League player to complete 1000 passes this season, currently at 953.
Last week: 1
Season high: 1
Season low: 3
Last match: Won 2-1 at Crystal Palace
Up next: 10 a.m. ET Saturday v. Brighton and Hove Albion

Report: Everton targeting former Porto, Fener boss Pereira

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Everton might be looking to the Chinese Super League for its next manager.

Vitor Pereira is the top target for the Merseyside set, report our partners at Sky Sports, as the Toffees begin life after Thursday’s firing of Marco Silva.

Pereira, 51, has been in management since 2002, leading Porto, Olympiacos, Fenerbahce, and current club Shanghai SIPG amongst others.

[ MORE: Premier League schedule ]

He’s won titles in Greece, China, Saudi Arabia, and his native Portugal, but there are suitors beyond the Toffees’ reported interest.

The 51-year-old is currently one of the highest paid coaches in the world and was recently offered the job of managing the Chinese national team.

It is understood he is currently considering a new contract offer from Shanghai, which will guarantee he earns £30m a year.

Duncan Ferguson is the interim boss as Everton hosts Chelsea this weekend.

MLS teams no longer will play every opponent each season

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NEW YORK (AP) Major League Soccer is breaking away from soccer’s tradition of having each team play every opponent in its league.

MLS is expanding to 26 teams in 2020 with the additions of Miami and Nashville but will keep a 34-game regular-season schedule. A team will play each of its 12 conference opponents home and away, and will face only 10 of the 13 teams in the other conference.

[ MORE: Premier League schedule ]

Nashville opens Feb. 29 at home against Atlanta and David Beckham’s Inter Miami starts March 1 at Los Angeles, the league said Thursday in announcing all home openers. Defending champion Seattle opens March 1 against Chicago.

Other Feb. 29 openers are Colorado at D.C., New England at Montreal, LA Galaxy at Houston, Toronto at San Jose, Philadelphia at Dallas, Salt Lake at Orlando and Kansas City at Vancouver. Games the following day include New York City at Columbus, Cincinnati at New York Red Bulls and Minnesota at Portland.

Home openers on March 7 are Chicago at New England, Red Bulls at Salt Lake, NYC at Toronto, Cincinnati at Atlanta, Houston at Kansas City, Orlando at Colorado and Vancouver at LA Galaxy. Four more home openers are set for March 14: Dallas at NYC, LA Galaxy at Miami, D.C. at Cincinnati and San Jose at Philadelphia.

The final home openers are Red Bulls at Minnesota on March 15 and Atlanta at Chicago on March 21 as the Fire return downtown to Soldier Field, their home from 1997-2005. The played in suburban Bridgeview from 2006 through last season.

More AP soccer https://apnews.com/Soccer and https://twitter.com/AP-Sports