Goodbye to checking your phone at Signal Iduna Park: Borussia Dortmund's initiative to get fans to focus on the match

Borussia Dortmund launches 'Fan Mode', a voluntary app feature that rewards supporters for keeping phones locked during matches with signed shirts and shop vouchers.

Borussia Dortmund has announced an innovative initiative to combat digital distraction at Signal Iduna Park. The club, in collaboration with telecommunications operator Vodafone, has developed 'Fan Mode'—a voluntary tool on the official platform that monitors fan behaviour in the stands and awards points for every minute a smartphone remains completely locked while the ball is in play.

Fans who accumulate the highest scores at the end of the match can win coveted prizes including shirts signed by the squad and vouchers for the official club store. The strategy is based on recent consumer behaviour data showing that 63% of stadium attendees regularly use their phones during matches, dividing their attention between the game and activities like taking selfies, live streaming, or updating social media.

The app uses geolocation services to confirm users are actually in the stadium. Points accumulate only during regular play and stop during half-time, when phone use is unrestricted. Each time a user unlocks their screen during match time, they lose points. For Borussia Dortmund CEO Carsten Cramer, technology has become a threat to the famous intensity of German fans, particularly in the 'Yellow Wall' section known worldwide for its relentless chanting.