A sign of the times

There is not much Alexandra Popp hasn’t achieved in her career. Three Champions League titles, one Olympic gold medal, seven Bundesliga titles, 13 German Cup titles and an incredible 145 caps for Germany makes for quite the resume.

Now though, the 34-year-old will join the club her “heart beats for” after agreeing to leave Wolfsburg for Borussia Dortmund in the summer on a three-year deal. Popp grew up in the region, but for one of Germany’s most decorated footballers, this is more than a homecoming. Popp is once again playing her part in developing the game in Germany, moving to a lower-league club that didn’t even exist five years ago.

Borussia Dortmund’s women’s team first played a match in 2021, 13 years after Popp became a professional. It was a long-term project, and rather than injecting lots of money to quickly jump into the Bundesliga, the club have made the slow climb from the lower leagues. They are currently in the third division, and are aiming to be in the Bundesliga in the next two years.

Managing Director Svenja Schlenker called Popp’s signing a clear statement of the club’s ambitions. It’s apparent Dortmund’s women are ready to take the next step.

“Alexandra Popp has become one of the defining figures of modern German women’s football. She represents more than sporting performance. She brings credibility, leadership and visibility. For a project like Dortmund’s, a figure like Popp also signals to the wider football market that the project has serious ambitions,” Dominik Schreyer, a Professor of Sports Economics at Germany’s Otto Beisheim School of Management, told DW.

“She is also likely to draw fans to the stands because, whether it is men’s or women’s football, people want to see familiar faces. In sports economics it is widely accepted that star players increase demand and media interest. And there is certainly no debate that Popp is one of the few true stars in the German market,” Schreyer added, noting that a strong Dortmund would be a boost to league attendance and media interest.

The current women’s Bundesliga average attendance is unclear, but a 2024 attendance review on search by sports marketing company “Two Circles” revealed that the women’s Bundesliga had an average of 2,894 fans per game in 2024. A further report at the end of the season showed that while growth had slowed compared to previous years, growth was more spread out rather than concentrated on one or two clubs and attendances were more consistently between 1,000 and 5,000. Borussia Dortmund’s women pulled in 10,000 fans for a game against rivals Schalke in 2025, and with 230,000 club members there is real reason to believe many supporters of the men’s side will also cheer for the women’s team despite more established local sides.

Support from men’s clubs the only way forward?

Popp’s move does however also ask further questions about how football clubs not connected to men’s clubs can survive. SGS Essen are struggling at the bottom of the league and Turbine Potsdam, a two-time Champions League winner, have fallen into the depths of the second division. In their place, RB Leipzig and Union Berlin are looking to establish themselves in the Bundesliga. While the dispute with the German FA (DFB)  about structure rumbles on, the picture being painted is becoming clearer. Popp’s move to Dortmund simply serves as a further reminder of the game’s direction of travel.

“The idea that clubs backed by large men’s organizations have structural advantages is well established, but it is not something that can be verified as clearly as a transfer,” Schreyer said.

“Integration alone does not guarantee success. Real progress still requires deliberate effort to actually realize synergies between the men’s and women’s sides. That said, for clubs without that backing the pressure will grow. They will need clear strategies, for example strong youth development, smart recruitment or a distinctive club identity. In some cases, external investment might also play a role in helping clubs remain competitive.”

Just two years ago, Schreyer was part of a trio of researchers and experts who published a paper called “Football but better? Professional women’s football in Germany by 2031.” In that paper, the most likely of the projections was “integrated football clubs crowding out all independent women’s clubs in Germany.”

Slow rise aided by structural support

Popp’s signing is one part of Dortmund’s ambitions. Not long before, Ralf Kellermann, the man often credited with the rise of Wolfsburg’s women’s team, also agreed to join Dortmund. Kellermann joined Wolfsburg first a coach in 2008, before later becoming sporting director. In both roles he helped the club win 20 titles, including the famous 2013 treble when Kellermann the coach helped Wolfsburg to win it all.

His signing is another clear sign of Dortmund’s ambitions, but also recognition that it takes more than money and one star signing to make it all work.

“If investment is sustained, progress can come quickly,” Schreyer said of the timeline behind Dortmund reaching a level to challenge Bayern Munich and Wolfsburg. “But building a top women’s football program is not just about money. It is about recruitment networks, sporting structures and organizational know-how. Clubs often underestimate how long that takes.”

At this point, both Alexandra Popp and Borussia Dortmund don’t look like they have underestimated anything. That’s exciting news for a domestic scene desperate to compete in Europe and for a national side aiming to win a home European Championship in three years.

Edited by: Matt Pearson