Fortuna Dusseldorf did something extraordinary in the past week.
From next season, fans will be able to get into the Merkur Spiel-Arena free of charge as part of their "Fortuna for all" campaign. The Bundesliga 2 club, the equivalent to the EFL Championship, are using next season as a pilot scheme before the project is fully realised in the coming years.
But how can they make money? You are probably wondering with puzzled expressions. Sponsors, my dear Watson. Fortuna believe increased investment from sponsorship will fill the void, with those sponsors pledging funds to develop the youth academy, women's football and digital infrastructure. This, by the nature of German football culture, should not come as a major shock but its comparison to the Premier League is stark.
