HONG KONG and BEIJING, June 12, 2026 /PRNewswire/ — CSTS Enterprises (“CSTS”) today announced a strategic collaboration with legendary German Bundesliga club Borussia Dortmund (BVB) aimed at deepening football culture, youth engagement, and fan experiences across Mainland China.
Through its Generation C initiative, CSTS will work closely with Borussia Dortmund to deliver a series of football-driven events, community initiatives, and digital activations, anchored by the club’s iconic mascot, “EMMA”.
Bringing BVB and EMMA Closer to Chinese Fans
As one of the most popular European football clubs in China, Borussia Dortmund has built a strong connection with Chinese supporters over the past decade. EMMA, the club’s beloved mascot, has emerged as a recognisable and engaging figure among supporters through regular appearances at football festivals, retail activations, charity events, and youth programmes.
Under the collaboration, CSTS will spotlight EMMA across a curated programme of fan-focused initiatives designed to connect more deeply with local audiences. These will include:
- Football events and matchday experiences
- Youth training and grassroots football initiatives
- Community and charity outreach programmes
- Travel and sports-themed activations linked to global football culture
Expanding Fan Engagement Through Asia Tour Activations
As part of the partnership, CSTS will support a range of initiatives tied to Borussia Dortmund’s upcoming Asia Tour aimed at expanding access, engagement, and visibility for fans in the region. Key components include:
- Asia Tour Content and Fan Engagement: Creation of exclusive behind-the-scenes and fan-focused content following Borussia Dortmund throughout the tour.
- Match Ticket Allocation and Promotions: Distribution of match tickets to enable broader fan participation in selected markets.
- Regional Sponsorship Visibility: CSTS and Generation C branding featured across selected tour activations and promotional campaigns.
- Player Meet-and-Greet Events: Fan engagement events in key cities across China, including Guangzhou, Nanjing, and Chengdu, featuring Borussia Dortmund legends and former World Cup and Champions League Champions.
Driving Community Impact and Youth Development
The collaboration emphasises grassroots football and community impact. EMMA will make physical appearances at CSTS activations, including youth football experiences and welfare institute visits to inspire young players and fans.
The partnership reflects CSTS’s commitment to meaningful football experiences and supports Borussia Dortmund’s Asian fan engagement strategy across grassroots development, digital innovation, and community outreach – creating lasting value for fans, young athletes, and communities across China.
Further announcements on specific event dates, activations and initiatives in coming weeks.
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