Borussia Dortmund Add a Frothy Twist to Football vs. Soccer Debate at TST 7v7

Cheeky Beer Truck Campaign at TST 7v7 Stirs Buzz Around ‘Football’ Name

If you showed up early at the TST 7v7 tournament in North Carolina this week, chances are your eyes were drawn to a rather unexpected but entirely on-brand sight: a Borussia Dortmund-branded beer truck parked proudly outside the arena, decked out in the club’s unmistakable yellow and black colors. And emblazoned across the side? A slogan that fired a good-natured shot across the Atlantic:

“Enough beer to convince you it’s called football.”

Bold, playful, and unapologetically European, Dortmund’s mobile bar wasn’t just there to serve cold pints—it was a calculated nod to the age-old cultural clash between “football” and “soccer.” In a tournament designed to blend tradition with innovation, it was a move that perfectly captured the spirit of the event.

A Beer-Fuelled Message with a Wink

Borussia Dortmund strategically positioned a Yellow and Black branded beer truck

This wasn’t just any beer truck. The vehicle looked like it had driven straight out of Dortmund’s Westfalenstadion, reimagined for an American summer tournament, and dropped into the middle of a cultural crossover moment. While fans queued for drinks, many couldn’t resist snapping a photo of the cheeky slogan, which quickly went viral on social media thanks to Borussia Dortmund’s own posts.

In a country where “soccer” still reigns in everyday vocabulary, the truck’s message was both humorous and pointed. It was Dortmund reminding fans—especially the American ones—that while you can call it what you like, to most of the world, it will always be “football.” But this was never about snobbery. It was tongue-in-cheek, a conversation starter, and perhaps even a light-hearted form of cultural diplomacy.

TST 7v7: Where Football Meets Fun

The TST 7v7 tournament, now in its latest and most ambitious edition, has quickly positioned itself as one of the most unique football events on the calendar. It’s fast-paced, high-energy, and built as much for viral moments as it is for tactical displays. What started as a concept from content creators and social media entrepreneurs has grown into something with real sporting substance.

This year’s lineup is proof of that growing credibility. Alongside Borussia Dortmund, clubs like Villarreal, West Ham United, Cagliari Calcio, Bournemouth, and Plymouth Argyle have all fielded squads. And though some teams have sent legends or academy players, the overall level of competitiveness has surged.

In that context, Dortmund’s beer truck becomes more than a marketing gimmick—it’s a symbol of how established European clubs are embracing this new wave of football culture. By leaning into the American setting with humour and style, BVB made clear they’re not just here to play—they’re here to connect.

Dortmund’s American Play: More Than Just a Tournament

Dortmund’s involvement in TST is no accident. The German club has long made overtures to American audiences, from international tours to growing its U.S.-based fanbase. The beer truck and its slogan represent a clever layer of branding that feels tailored to the moment.

It’s also reflective of how clubs are adapting to a shifting global fan landscape. As younger fans consume football through highlights, memes, and streaming platforms, tournaments like TST offer a new kind of visibility. The short-format, festival-style competition is tailor-made for Instagram reels and TikToks—and the beer truck, with its viral slogan, fits seamlessly into that world.

By marrying tradition (beer, club colours, and a clear stance on calling it “football”) with the modern environment of TST, Dortmund have demonstrated a savvy understanding of how to stay relevant off the pitch as well as on it.

A Tough Start on the Pitch for Dortmund

Of course, marketing flair aside, there was still football—or soccer, if you must—to be played. Borussia Dortmund kicked off their campaign against Freedom United SC in their tournament opener, but things didn’t quite go to plan. In a tightly contested game, BVB suffered a 3-2 defeat, leaving them with work to do if they’re to make a serious run in the competition.

Despite the loss, the vibe around the team remained upbeat. The format of TST means there’s little time to dwell on setbacks. Matches come fast, the energy is relentless, and squad rotations are constant. If anything, the opening game served as a reminder that this tournament is no walk in the park, even for clubs with Champions League pedigree.

Football, Soccer, and Something In-Between

Ultimately, Borussia Dortmund’s beer truck may be remembered as one of the standout images of the 2025 TST tournament—not because it changed the outcome of any game, but because it captured the essence of what this event is about.

At its heart, TST is a meeting point: between continents, between generations, between football purists and casual fans, between tradition and TikTok. Dortmund embraced that crossroads in their own way—with a pint, a slogan, and a bit of mischief.

Sure, Americans will probably keep calling it soccer. And yes, Europeans will keep calling it football. But for one sunny week in June, somewhere in North Carolina, everyone agreed on at least one thing: if Borussia Dortmund is handing out beer, the name of the game is less important than the good time you’re having while watching it.

What’s Next at TST 7v7

With the tournament running through June 9, there’s still plenty of action to come. Dortmund will aim to bounce back in their remaining group stage matches, and they’ll no doubt continue to make their presence felt off the field too.

Whether or not BVB makes it to the final, their contribution to this year’s event is already a success. In a setting where football is being reimagined for new audiences, the club reminded everyone that while names may differ, the game—and the culture around it—has a unique power to bring people together.

And if a cold beer helps with that, then cheers to that. Or, as they might say in Dortmund—Prost!