#155 Purpose Over Profit: Why BVB Keeps Beer Prices Low - Alexander Mühl (Borussia Dortmund)

In this episode, Alexander Mühl from Borussia Dortmund shares how
BVB builds global loyalty by putting purpose over profit. From
youth academies in the U.S. to keeping beer prices low, the focus
stays on fan culture and authenticity. We also talk about how BVB
uses AI in content creation, without losing its human touch. And
with the Club World Cup in New York, BVB just opened its own
“Embassy” to connect with U.S. fans.