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The real classic”? Bayern vs. Dortmund under the marketing microscope!
On October 14th, 2025, Bayern Munich will meet Borussia Dortmund in the first “classic” of the season. An analysis of rivalry and marketing.
The real classic”? Bayern vs. Dortmund under the marketing microscope!
The eagerly awaited duel between FC Bayern Munich and Borussia Dortmund takes place on October 14, 2025 – the first “classic” of the season. But what exactly does this term mean? Loud Absolutely football The term “classic” is more of a product of the media world. The German Football League (DFL) is drawing attention to the duel with slogans such as “Here comes the Klassiker”, but the actual rivalry between Bayern and Dortmund is portrayed by experts as exaggerated. Historically, the games in the 1970s and 1980s, such as the thrilling duels between Bayern and Gladbach or Werder Bremen, were more explosive.
Although the term “Klassiker” gained currency in the final years of the Klopp era, the clashes between Bayern and Dortmund are not the only rivalries in German football. The duel between BVB and Schalke also has its fans, but Schalke are currently not on the same level as the two giants. It should also be noted that the last real stadium battle between Bayern and 1860 Munich took place in the 2008 DFB Cup, which illustrates the relative rarity of such encounters.
Current form and statistics
Both teams go into this game as undefeated teams. Bayern have only lost against well-known opponents such as Inter Milan, Benfica and Paris Saint-Germain in the last six months. Dortmund, on the other hand, only suffered defeats against Barcelona and Real Madrid. However, the current season is extremely successful for the Munich team: they won the first six Bundesliga games and also won the Franz Beckenbauer Supercup against VfB Stuttgart. The record champions also excel in the DFB Cup and the UEFA Champions League.
The form of Harry Kane is outstanding, having already scored 18 goals this season, 11 of them in the Bundesliga. He became the first player of the 21st century to score 100 goals in just 104 games for a club from one of the five major leagues. But Dortmund will also be playing in this classic for a reason - the last clashes were even, and after a 2-2 draw last November the cards have been reshuffled.
Marketing and today's football
The sporting debate is one thing, but the commercialization aspect of football cannot be ignored. Football has increasingly developed into a global business. How Googis emphasizes, football clubs today attract fans from all over the world and are no longer just sports teams, but global brands. Successful clubs around the world are using innovative marketing strategies to tell their stories and build deeper connections with their followers. Storytelling, merchandising and international influence are just a few facets of this new age.
Players act not only as athletes, but also as influencers. They use social media to interact with millions of followers and spread the messages of their sponsors. Creative sponsorship partnerships are an integral part of the marketing mix. Technological developments and sustainable approaches further enrich this process, as more and more brands value social responsibility.
In a sporting context, it remains to be seen whether today's game between Bayern and Dortmund can live up to the great expectations. The “classic” could turn out to be significant in terms of sport, even if the term may be questioned. One thing is certain: the football world is watching this meeting of the giants with fascination.