Where is the best place to start to describe the Erling Haaland phenomenon?

Maybe with the black and yellow jersey he wears on his skin.

And that sells well.

This Saturday (3.30 p.m. in the FAZ live ticker for the Bundesliga and on Sky), at the end of the season between Borussia Dortmund and Hertha BSC, Haaland will put it on for the last time.

As always, there are two names on his back, with the number 9 in between: Dortmund and Haaland.

Dortmund above, Haaland below.

Michael Horini

Football correspondent Europe in Berlin.

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Basically, the back of the BVB jersey describes part of Borussia Dortmund's business model.

And it works like this: as long as Dortmund can afford to be on the top of the shirt, the player who is on the bottom is a player for Borussia.

However, if the pro's name gets bigger than BVB's, then the pro is a candidate for Manchester City.

Or for Paris Saint Germain.

Or for Real Madrid.

There are only the names of the stars on the back.

Haaland will wear Manchester City's sky blue jersey next season.

He arrives in the superstar league.

And that means: Haaland is getting bigger, Manchester City is getting bigger and the Premier League is getting bigger.

And the Bundesliga is shrinking - and BVB has to look for new names to make big.

But that's not so easy, sporty and medially.

"The very young target group in particular is increasingly focusing on individual players and less on a club and those aspects that make it up as a whole," says Sascha Fligge, Director of Communications at Borussia Dortmund since 2012, about the developments that are mainly due to social media are promoted.

"Transfer sets new standards"

"Many kids who have a BVB jersey with Haaland flock might also buy a Haaland jersey from another club.

We see it similarly on the social media channels.

Here many followers are pulled along with a transfer.

When Cristiano Ronaldo switched from Real Madrid to Juventus Turin, Juve quickly grew by millions of followers on social media.

When he moved from Juventus to Manchester United, Manchester in turn gained several million followers.”

According to media reports, the move from Haaland to the Premier League should move a total of more than 300 million euros.

Or, to put it in the words of Jürgen Klopp: "This transfer will set new standards." But even the most recent transfers in the top European football segment were tough.

As Lionel Messi from FC Barcelona to Paris last summer.

St-Germain moved, PSG registered an increase of 20 million followers on their social media channels in the week after the signing, according to their sponsorship manager.

Shortly thereafter, the PSG community reached an all-time high of 150 million followers, as Marc Armstrong said in an interview with the sports website Spox at the end of last year: "He is really valuable for us.

From an economic point of view, its impact is incredible.”