Since late November, the new strongman at Borussia Dortmund has been Carsten Cramer. The 57-year-old has been implementing changes without delay, making statements that haven’t been heard from BVB for far too long.
Carsten Cramer stated that «a lot of life in the house» is «part of Borussia Dortmund’s core DNA.» The 57-year-old, who has been the spokesperson for BVB’s management since November and is now responsible for Communications and Strategy in addition to his existing areas of Marketing, Sales, Digitalization, and Internationalization, wasn’t referring to events happening far in the past.
The abuse scandal involving a former high-ranking official, the unspeakable mudslinging between incumbent Dr. Reinhold Lunow and challenger Hans-Joachim Watzke for the presidency, and the largely dramatically weak previous season – there has indeed been a lot going on at the Westphalians recently. Cramer has never tried to sugarcoat these negative headlines. He has always spoken with clear words, emphasizing that BVB has not presented itself well.
Cramer made his statements about two weeks ago, coinciding with Dortmund’s introduction of new Sporting Director Ole Book. The decision regarding this appointment was as surprisingly swift as the fact that BVB is entrusting its squad to a man from second-division club SV Elversberg, who is inexperienced at this level.
Book’s first appearance lasted nearly 40 minutes. Cramer spoke twice during this time, making pronouncements with a clarity that had been (far too) long absent. Taken together, they formed a telling statement about the ambition with which Cramer intends to fulfill his new role and with which he has approached his work since joining BVB in 2010.
Carsten Cramer Declares ‘The New BVB’
A few excerpts for clarification: «In the past weeks and months, we have shown that we want to show a lot of courage and have the desire to make Borussia Dortmund even better,» said Cramer, who also stated, «I’m not a big fan of ‘always looking into the past,’ because too much looking back eventually leads to neck pain.»
Even if it was unintentional on his part, this statement alone could be interpreted as a subtle jab at the often backward-looking Watzke. The current president has too frequently referred to the club’s sporting performance over the past decade, rather than telling a new, future-oriented story.
According to Cramer, the departure of Book’s predecessor, Sebastian Kehl, signals not just «pressing the reset button, but really starting an update.» The father of four sees this significant change as a sign «that we at Borussia Dortmund have big plans.» This is because: «I somehow have the impression that with Ole, we’ve also brought someone on board who truly represents the new BVB. The piece of the puzzle with Ole fits.»
Carsten Cramer is a Doer – and Implements Without Delay
This is the quintessence of Cramer’s remarks. Almost in the middle of a season where Borussia is earning more points in the Bundesliga than in many years and is on track for a confident Champions League qualification, unlike in the previous two seasons, the club’s leader is proclaiming a new BVB. This is quite remarkable and, given recent developments, urgently necessary.
It seems that the criticism often voiced about Borussia, particularly in crisis situations – too much complacency, too little creativity in squad planning, a faded identity over the years, and reduced identification with the club – has reached Cramer. And now, with him coordinating the efforts, he is implementing changes without delay.
This appears very refreshing, yet it’s not entirely surprising. Cramer has always been a doer. His anything but straightforward career path testifies to his unwavering approach to work, his willingness to face challenges, and his progressive thinking.
Carsten Cramer’s Influence at BVB Has Steadily Grown
He once sold table tennis articles in a sports shop. Later, he was the stadium announcer in his hometown of Münster and at Hamburger SV. He studied law but developed a passion for marketing and sales. Through this path, he found his way into professional football, where he has consistently climbed the career ladder.
Cramer is a convincing salesperson. He is not only rhetorically talented but also possesses a pleasant amount of empathy and, unlike Watzke at times, does not come across as aloof. Since he started working in Dortmund, the club has attracted more and more sponsors who have been willing to invest heavily. Dortmund’s gross revenue has long exceeded half a billion euros – much of which was generated in Cramer’s business segments.
The influence that gradually grew as a result has now propelled him into Watzke’s former seat. There, Cramer, who notably stood his ground against criticism, especially regarding some rather peculiar jersey designs that were met with fan backlash, has now launched his initiatives with the same creativity he has always displayed.
Carsten Cramer Has Already Made Far-Reaching Decisions for BVB
Cramer had not even been in office for a month when long-time Communications Director Sascha Fligge was let go. In his pet project, women’s football, he underscored BVB’s ambitions with the signings of highly decorated Ralf Kellermann as sporting director and striker Alexandra Popp. This was followed by the change from Kehl to Book. Furthermore, the infrastructure is being optimized: the professional team’s training center will be expanded, and the women’s department will receive a functional building including training pitches, which will be located adjacent to the professional facilities.
Cramer, who wishes to be seen as an «impetus provider» in his new role, likely aims to rekindle a spirit around BVB comparable to the Jürgen Klopp era. This also serves to emancipate the club from its past. This can be achieved through innovative, courageous, and sometimes unconventional strategies.
Ultimately, success in the sporting realm will, of course, be the decisive factor. However, there is no doubt: the environment is ready for a new BVB, and in some parts, it is even craving it. This includes statements like the one Cramer made to the *Westfälische Nachrichten*: «Our ambition is, of course, not to be permanently the number two. For that, we need to have this hunger, this obsession to win games. Throughout the entire club. In every department. You shouldn’t even lose a legends game in a black-and-yellow jersey.»
Two Chances Present Themselves for Carsten Cramer
Cramer now has two opportunities. Standing at the forefront of a major club, he can become the face that gradually implements long-overdue reforms and re-establishes a recognizable, overarching guiding principle at Borussia.
It should not be forgotten: as recently as last May, the fan alliance «Südtribüne Dortmund» massively criticized the club in an open letter, despite the seemingly successful end to the season, calling it a «club without strategy» that «tries to fix the same old mistakes with the same old tried-and-tested methods – and has been spinning its wheels for years.»
Ultimately, Cramer will, of course, primarily be judged on how the new BVB performs on the sporting front and, crucially, how the appointment of Book, for which he is also responsible, reshapes the squad. However, there is also potential for personal change: Cramer, who has been less popular and viewed critically by fans so far, can earn an entirely new reputation.
Promising Start for Carsten Cramer at BVB
He is well aware of this himself and summarized it at Book’s introduction: «We want and must be prepared to also embrace change and take unconventional measures, which perhaps new faces will stand for. This starts with myself.»
Cramer’s start has certainly been promising, and we can look forward to the coming months. His actions to date, underscored by his statements, are already bringing a fresh wind within the club. A lot has been set in motion. For a true new beginning, built on the existing foundation, this pace must be maintained.