Borussia Dortmund to reward fans who keep phones away during matches

German football giants Borussia Dortmund have introduced a new initiative to encourage supporters to put away their smartphones and enjoy matches without distractions, offering signed jerseys and shopping vouchers to fans who limit their phone use during games.

The initiative, known as “Fan Mode”, is being introduced in partnership with telecommunications company Vodafone through Dortmund’s official mobile application. It will reward supporters with points or entries towards prizes for every minute they keep their phones locked during matches at the club’s home ground, SIGNAL IDUNA PARK. Blueprint reports

The club announced the initiative on Thursday, October 22, ahead of Saturday’s Bundesliga fixture against Eintracht Frankfurt, scheduled for October 24, 2026.

Dortmund said the scheme was designed to encourage fans to concentrate on the action on the pitch and the atmosphere in the stands rather than spending significant portions of matches taking selfies, recording videos, streaming or checking social media.

The initiative comes amid growing discussions in German football about smartphone use in stadiums and concerns that excessive filming and social media activity could detract from the shared experience of watching football live.

Study finds 63 per cent of fans regularly use phones

The club’s decision follows a Vodafone survey conducted in 2023 among 1,000 regular stadium-goers, which found that 63 per cent regularly used their smartphones during matches.

The findings highlighted how common phone use has become among supporters attending live football, even as stadiums continue to promote the atmosphere, collective excitement and connection that distinguish watching a match in person from following it on television.

Dortmund said some supporters had become increasingly frustrated by selfies, video recording, streaming and social media activity in the stands.

The new initiative is intended to encourage fans to remain engaged with the match as it unfolds, from goals and tackles to the chants and celebrations that contribute to the stadium experience.

With more than 81,000 supporters expected at SIGNAL IDUNA PARK for the match against Eintracht Frankfurt, the club hopes the scheme will encourage more people to put their phones away and participate fully in the occasion.

The initiative also reflects a wider debate about how technology can be used to improve the matchday experience without becoming a distraction from the sporting event itself.

How Dortmund’s Fan Mode works

Under the scheme, supporters can activate Fan Mode through the BVB app before kick-off at eligible home matches. Once the feature is activated, fans are encouraged to lock their phones and leave them untouched while the match is in progress.

The system records phone-free minutes, with each qualifying minute contributing towards a participant’s entries in the prize draw. The less supporters use their devices during the match, the more entries they can accumulate and the greater their opportunity to win prizes.

The timer begins at kick-off and tracks a maximum of 90 minutes across the two halves. Half-time is excluded, allowing supporters to check their phones during the interval before returning to Fan Mode for the second half.

The feature also stops counting time when supporters actively use their phones or leave the timer screen. After the final whistle, participants can return to the application to view their accumulated phone-free minutes and submit their entries.

Prizes include autographed Borussia Dortmund jerseys and gift vouchers for the club’s official fan shop. The rewards are intended to give supporters an additional incentive to remain engaged with the live action rather than continually checking their devices.

Participation is voluntary, and the initiative does not impose a ban on smartphone use inside the stadium. Fans can still use their phones, but doing so may reduce the time accumulated towards the competition.

The feature is available on iOS and Android devices and is intended for Bundesliga home matches at SIGNAL IDUNA PARK. Supporters who want to participate in the prize draw must meet the app’s eligibility requirements, including having a BVB account and being at least 16 years old.

Dortmund and Vodafone explain the initiative

Borussia Dortmund chief executive Carsten Cramer said the partnership with Vodafone was intended to demonstrate that technology could also help protect experiences that are best enjoyed without digital distractions.

“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.

He described the shared experience of tens of thousands of supporters singing, cheering and reacting together as an important part of attending a live football match.

Vodafone Germany chief executive Marcel de Groot also encouraged supporters to focus on the emotions of the game rather than their screens.

He said football fans should experience the moment and the atmosphere in the stadium, adding that supporters should leave their smartphones in their pockets more often and concentrate on the action on the pitch and in the stands.

The partnership places technology at the centre of an initiative designed to encourage people to use their devices less during matches.

Rather than restricting smartphone use through stadium rules, the club is relying on incentives and voluntary participation to influence supporters’ behaviour.

Initiative comes amid debate over filming in stadiums

Dortmund’s announcement comes as German football clubs increasingly discuss the effect of social media content creation on the atmosphere inside stadiums.

Supporters routinely use smartphones to capture goals, celebrate important moments, take photographs and share their experiences online. However, the growing popularity of filming matches for social media has also prompted questions about whether some spectators are spending more time recording events than watching them.

Dortmund’s initiative seeks to address that concern without preventing fans from taking photographs or using their devices when necessary.

Other German clubs have introduced measures targeting certain types of filming. Hertha Berlin, for example, announced restrictions on commercially produced and monetised video content at its matches, while continuing to permit personal photographs and videos. Dynamo Dresden has also announced restrictions on commercial social media filming.

These measures reflect different approaches to balancing supporters’ freedom to document their experiences with concerns about stadium atmosphere, commercial filming and broadcasting rights.

Dortmund’s Fan Mode takes a different approach by offering rewards rather than imposing a general prohibition on phone use.

More than a prize competition

The initiative is expected to be available for Dortmund’s Bundesliga home matches, giving supporters repeated opportunities to participate throughout the season.

For the club, the objective extends beyond distributing signed shirts and shopping vouchers. It is also an attempt to encourage fans to experience football collectively, particularly at a venue renowned for its passionate support and the atmosphere created by its large home crowd.

The Yellow Wall, Borussia Dortmund’s famous standing terrace, is central to the club’s identity and is known for the coordinated chants, flags and collective celebrations of its supporters.

Dortmund hopes initiatives such as Fan Mode will encourage fans to remain part of that atmosphere instead of viewing the match primarily through their phone screens.

Whether the scheme significantly changes supporter behaviour will depend on how many fans choose to participate and how consistently they keep their phones locked during games.

For now, the club is using a simple incentive to make its point: supporters who spend more time watching the football and less time on their phones can earn opportunities to take home exclusive club merchandise.

With the initiative launching against Eintracht Frankfurt on October 24, Dortmund will have an early opportunity to assess how supporters respond to the new feature.