Football clubs are constantly looking for new ways to engage supporters through technology, but Borussia Dortmund's latest initiative encourages fans to do something different: put their phones away.
As smartphones become an increasingly familiar part of matchdays, the Bundesliga club is looking to refocus attention on the pitch and the shared experience in the stands.
The idea is not to remove technology from football altogether, but to use it to encourage a more connected experience inside the stadium.
Borussia Dortmund launch Fan Mode to reward phone-free support
Borussia Dortmund have officially teamed up with main sponsor Vodafone to launch ‘Fan Mode’, a voluntary feature in the club’s official app that rewards supporters for keeping their phones locked during home matches.
The feature will make its debut when Dortmund host Eintracht Frankfurt at Signal Iduna Park on Saturday, October 24, with more than 81,000 fans expected to attend.
Available on iOS and Android, Fan Mode works similarly to airplane mode. Supporters activate the feature through the BVB app and allow location services to verify their presence at the stadium.
Once activated, fans earn points for every minute their phones remain locked while the ball is in play. They can use their devices during half-time, but must reactivate Fan Mode for the second half if they want to continue collecting points.
Supporters who unlock their phones less frequently can earn higher scores and compete for prizes, including signed Borussia Dortmund shirts and club shop vouchers.
Fan Mode will be available at all of Dortmund's home matches throughout the season, giving supporters repeated opportunities to participate.
A Vodafone survey of 1,000 regular stadium-goers in 2023 found that 63 per cent regularly used their smartphones during matches. The survey's accompanying discussion also highlighted concerns about activities such as taking selfies, live-streaming and browsing social media in the stands.
Dortmund’s chief executive, Carsten Cramer, explained that the partnership was designed to use technology in a way that protects the experience of being at a live football match.
"With Vodafone, we have a partner who not only understands what technology is capable of, but also when it should take a back seat," Cramer said.
Cramer also described the shared experience of more than 81,000 supporters singing, cheering and reacting together as irreplaceable.
Vodafone Germany chief executive Marcel de Groot echoed that message, encouraging supporters to focus on the emotions of the game rather than their screens.
How Borussia Dortmund's Fan Mode could strengthen the bond with fans
Football has always been about more than the 22 players on the pitch. The relationship between a club and its supporters is built on shared experiences, traditions and emotions that bring people together, whether they are celebrating a last-minute winner or enduring a difficult defeat.
For BVB, that connection is particularly visible at Signal Iduna Park, where the supporters' noise and collective energy are central to the club's identity. Attending a match is about more than simply watching football; the atmosphere is part of the experience.
While smartphones can help fans share memories and stay connected, constantly looking at a screen can also mean missing the spontaneous moments that make live sport special. A reaction from the crowd, a conversation with the person sitting beside you or the tension building before a decisive attack are experiences that cannot be fully replicated through a phone.
That is why Fan Mode feels like a positive step from Dortmund. Rather than simply criticising supporters for using their devices, the club and Vodafone have created an incentive to encourage fans to be more present. The rewards provide an extra reason to participate, while the underlying message is about protecting the atmosphere and togetherness that supporters help create.
It is also an example of a club using technology with a clear purpose: not to demand more attention from fans, but to encourage them to give more attention to the experience around them.
The initiative is voluntary, meaning supporters remain free to decide how they use their phones. However, its introduction recognises that preserving football’s communal atmosphere is worth making an effort towards.
As clubs continue to explore digital ways to engage their audiences, Dortmund’s approach offers a refreshing reminder that innovation does not always have to mean more screen time.
Sometimes, the best way to strengthen the bond between a club and its supporters is to encourage everyone to look up, join in and enjoy the moment together.
