Borussia Dortmund backs testicular cancer drive

Saint Elmo’s has launched “Balls for Balls”, a campaign that encourages young men to undergo preventative testicular cancer check-ups by linking screenings to football fandom. The activation, developed with Borussia Dortmund and FAQ YOU by F/A/Q Health, led to more than 500 men being examined at the stadium before kick-off and generated national media coverage.

Timed around Bundesliga matchday 22 at Signal Iduna Park, the initiative invited fans attending Dortmund’s game against 1. FSV Mainz 05 to receive a free urological exam in exchange for an official PUMA football touched and signed by BVB players.

Turning prevention into participation

Testicular cancer most commonly affects men aged 15 to 35, yet this group is among the least likely to attend preventative screenings. Saint Elmo’s positioned the campaign as a literal ball exchange, reframing the exam as an act of participation rather than embarrassment.

Dr. Niklas Kreutzer, Deputy Clinic Director and Senior Consultant, Klinikum Dortmund: "Testicular cancer is highly treatable when detected early, yet many young men avoid check-ups because of embarrassment or the belief that it won’t affect them. Initiatives like this help remove psychological barriers and turn prevention into something accessible and normal."

On matchday, four check-up stations staffed by eight urologists were installed inside and outside the stadium. Fans who completed the exam collected their signed football at the BVB store after the match. According to organisers, long queues formed ahead of kick-off.

Dr. Sebastian Homann, Senior Physician at the Urology Clinic of Dortmund Hospital: "At first, I wasn't sure how many men would actually come. Unfortunately, the topic is still too often associated with shame. I was surprised and delighted by how well the fans responded to the initiative."

Design rooted in club culture

Saint Elmo’s translated the concept into a black-and-yellow visual identity referencing Borussia Dortmund’s colours and FAQ YOU’s typography. The “Balls for Balls” logo combines the letters b and a to mirror the hand movement used in a self-exam. Minimal animations and graphic elements derived from the logo supported the storytelling across channels.

Matthias Harbeck, CCO, Saint Elmo’s Group: "We wanted to bring a topic no one talks about into a space where millions of men are listening. Football is the perfect lever for that. 'Balls for Balls' works because the idea is simple, visually striking, and gets men to act."

Daniel Nagel, CEO of F/A/Q Health: "Health communication needs courage, honesty, and strong allies. With 'Balls for Balls', F/A/Q Health is proud to partner with Borussia Dortmund who have shown real commitment by lending their voices, faces, and time to encourage men to take their health seriously."

Digital hub and matchday takeover

The campaign launched publicly on World Cancer Day, February 4, with a short film and the website ballsforballs.de. The platform hosts medically reviewed information and FAQs tailored to young men. Users who watch an animated self-exam video to the end unlock a personalised, team-autographed certificate. More than 1,000 certificates have been generated and downloaded.

In the stadium, a centre-circle flag promoting the initiative was unveiled before kick-off for live television audiences. LED perimeter boards, large screens and corner flags displayed the campaign URL throughout the match. A special Borussia Dortmund jersey worn by Maximilian Beier featured modified lettering to reinforce the message and was later used in a social media giveaway.

Marius Happe, Head of Marketing, Borussia Dortmund: "Borussia Dortmund has always stood for responsibility beyond football. With 'Balls for Balls', we are proud to support an initiative that uses the power of our club to encourage young men to take their health seriously. We value this partnership with FAQ YOU (by F/A/Q Health), because it turns awareness into real action."