Borussia Dortmund's "From Dortmund with love" campaign ahead of their 2013 Champions League final appearance at Wembley has won them a top marketing award.
The Bundesliga club's public relations drive "turned London black-and-yellow and made a major contribution to understanding between peoples," the jury at the Sports Business Summit in Duesseldorf explained on Monday as it honoured the campaign with the "Sports Marketing Award 2014."
In May 2013, on the eve of their Champions League final against domestic rivals Bayern Munich, Dortmund sent a fleet of trucks to London, with the mobile billboards reading "Thanks a million for inventing the game we love" and "From Dortmund with love."
The campaign, which also used life-size cardboard cutouts of BVB players, generated a lot of attention ahead of the all-German showpiece, which Dortmund lost 2-1 as Bayern sealed the second part of their historic Treble.
"With our London campaign, we wanted to do one thing: say thank you," Dennis Thom, head of BVB marketing, told the club's website. "Thank you to our fans for their great support at all times, and thank you to the Englishmen for inventing the game we all love so much."
Meanwhile, Dortmund's January signing Milos Jojic joined his new teammates on the training pitch for the first time.
The Serbia international, 21, signed for the club on the final day of the winter transfer window, handing another midfield option to Dortmund coach Juergen Klopp, who is without the injured Jakub Błaszczykowski for the rest of the season. Klopp is also still waiting for the comeback of Manchester United target Ilkay Gundogan, who was seen doing the rounds at Dortmund’s training ground on Monday.
"I always wanted to make the leap into the Bundesliga," Jojic told the club’s website. "I’m thrilled to be at BVB. I’m looking forward to playing in front of the fans."
Jojic, however, will have to wait for at least a fortnight before making his Westfalenstadion debut. Next weekend, Dortmund visit Werder Bremen in the Bundesliga, and then travel to Frankfurt to fight for their spot in the DFB-Pokal semifinals.