A phone-free Yellow Wall: are Dortmund urging fans to be present or policing them?

Dortmund launched a rewards program offering signed jerseys and gift cards to fans who stay off their phones during matches, sparking debate over fan autonomy versus stadium experience.

Borussia Dortmund has introduced a "fan mode" rewards scheme encouraging supporters to put away their phones during matches. The club offers signed jerseys and merchandise gift cards to fans who activate the feature on its app, with points awarded for every minute phones remain unused during games.

The initiative follows Dortmund's victory over Eintracht Frankfurt, where Max Beier's goal secured a 1-0 win that left the club level on points with Bayern Munich atop the Bundesliga. The club frames the effort as preserving the authentic matchday experience at Signal Iduna Park, with CEO Carsten Cramer stating that "over 81,000 people in the stadium, singing, cheering, and holding their breath together: this here and now is irreplaceable."

Dortmund joins other German clubs in tackling phone use at stadiums. Hertha Berlin and Dynamo Dresden have banned commercial influencer-style videos, citing concerns about TV rights integrity and fan experience. The broader issue reflects a growing tension between how fans want to consume live sport and what clubs believe preserves the stadium atmosphere.