Friday, February 20, 2026

“Balls for Balls” brings testicular cancer checks into the stadium

With “Balls for Balls”, Saint Elmo’s, Borussia Dortmund and the youth-focused health brand FAQ YOU (by F/A/Q Health) tied testicular cancer awareness to football culture. The initiative aims to reach young men who often avoid preventive check-ups, even though testicular cancer most commonly affects men aged 15 to 35.

Medical context as part of the initiative

At the start of the campaign, the topic was framed with medical input. Dr. med. Niklas Kreutzer, deputy clinic director and senior physician at Klinikum Dortmund, highlighted that early detection makes testicular cancer highly treatable, while shame and false assumptions still keep many from seeking examinations.

On-site activation at Signal Iduna Park

A key element was an in-stadium activation on matchday 22 of the Bundesliga during Borussia Dortmund’s home game against 1. FSV Mainz 05. Fans were offered free urological examinations at Signal Iduna Park. As an incentive, participants received an official PUMA match ball that had been handled and signed by BVB players.

The setup included four check-up stations staffed by a total of eight urologists. Three tents were located inside the stadium, while one station outside the venue was intended to include fans without a ticket. After the examination, participants could collect the signed ball at the BVB fan shop.

Organisers reported that more than 500 fans took part. Dr. Sebastian Homann, senior physician at Klinikum Dortmund’s urology department, described strong demand and queues at the stations.

Digital platform and self-check component

The campaign launched on 4 February, World Cancer Day, with a short film and the central website ballsforballs.de. The platform provides medically reviewed information and FAQs tailored to young men. An animated self-check video is linked to a personalised certificate unlocked after watching the video to the end. According to the campaign, more than 1,000 personalised certificates have been generated and downloaded so far.

Visibility across stadium media and social channels

Matchday visibility included a large centre-circle banner, corner flags featuring the URL, and messaging on LED boards and stadium screens. Live TV interviews with urologists were also used to broaden the reach. On social media, FAQ YOU and Borussia Dortmund activated their communities, while creators and influencers amplified the messaging with their own content.

The campaign also included a giveaway featuring a signed Maximilian Beier jersey with a specially designed name detail. BVB players Felix Nmecha and Maximilian Beier appeared in the context of the initiative alongside Dr. Kreutzer.

How partners describe the objective

Matthias Harbeck, CCO of Saint Elmo’s Group, positioned the idea as bringing a largely taboo topic into a setting with broad male reach. Daniel Nagel, CEO of F/A/Q Health, pointed to the role of strong partners in bold health communication. From the club’s perspective, Marius Happe, Head of Marketing at Borussia Dortmund, said the club sees responsibility beyond football and wants awareness to translate into concrete action.