Borussia Dortmund Launches “Balls for Balls”: Trading a Football for a Testicular Screening
Football is rarely associated with medical checkups. Yet Borussia Dortmund decided to harness the power of its stadium and community to address a topic that remains widely taboo: testicular cancer—the most common cancer among men aged 15 to 35.
In collaboration with FAQ YOU, the health platform of F/A/Q Health, the German club launched the initiative “Balls for Balls.”
The concept is as bold as it is straightforward: trade a ball for a screening. A direct, unapologetic mechanism designed to turn awareness into concrete action.
A Very Literal “Ball Exchange”
The activation took place during the 22nd matchday of the Bundesliga, during the game between Borussia Dortmund and 1. FSV Mainz 05 at Signal Iduna Park.
Four medical tents staffed by urologists from the Ruhr region were set up outside the stadium, offering free screenings to fans.
In return, participants received an official PUMA football, touched and signed by Borussia Dortmund players.
A true “ball exchange” that transformed a medical act often avoided into a collective, visible, and rewarding experience. Long lines quickly formed outside the stands—clear evidence that the football lever worked.
A Visual Campaign Impossible to Ignore
Developed with agency Saint Elmo’s, the campaign embraced Borussia Dortmund’s iconic black-and-yellow identity.
The “Balls for Balls” logo subtly referenced the gesture of self-examination. Stadium giant screens, LED boards, and even the center-circle flag were taken over on match day.
A special jersey worn by Maximilian Beier featured playful typography referencing the German word “Eier” (eggs), reinforcing the campaign’s message with humor and boldness.
The initiative officially launched on February 4, World Cancer Day, supported by a campaign film and a dedicated digital hub (ballsforballs.de) providing medical information, FAQs, and a self-examination tutorial video.
Fans who watch the video to the end unlock a digital certificate signed by the entire team—gamifying prevention and extending engagement beyond the stadium.
A Message That Goes Beyond the Stands
The initiative does not stop at the stadium gates. The website, available in both German and English, allows supporters worldwide to participate remotely.
More than a thousand personalized certificates have already been generated, amplifying the campaign’s reach far beyond Dortmund.
By leveraging football culture and the emotional bond between players and fans, Borussia Dortmund and FAQ YOU successfully addressed a sensitive issue head-on.
Rather than relying on institutional messaging, “Balls for Balls” turns prevention into a concrete, visible, and normalized act.
It’s a powerful reminder that when sport, community, and purpose align, awareness campaigns can move from conversation to action—on and off the pitch.
