Borussia Dortmund announce long-term extension with Signal Iduna

Signal Iduna to continue on as naming rights sponsor of BVB’s home stadium.

German Bundesliga club Borussia Dortmund have signed a long-term extension with insurance firm Signal Iduna Group. The extension, which is set to run till June 2031, will see Signal Iduna continue on as the naming rights partner for Dortmund’s home ground, Westfalenstadion.
Signal Iduna Park is one of Germany’s biggest stadiums, and the insurance firm has held the naming rights to it since 2005. Signal Iduna and Dortmund’s partnership goes further back, with the two having first partnered together way back in 1974. The extension will see Dortmund receive €100 million over the course of the upcoming nine years.
Apart from having the naming rights for Westfalenstadion, Signal Iduna also enjoys significant branding presence across the German club’s various assets, matchday programmes and on the pitch side LED boards.

Hans-Joachim Watzke, Chief Executive Officer, Borussia Dortmund, commented:
“SIGNAL IDUNA is not only the largest private employer in Dortmund but also a very reliable partner for us, who have stood by BVB in good times and bad. When our club faced an existential threat at the beginning of the millennium, SIGNAL IDUNA was one of the first companies to unreservedly support us, thus helping to ensure BVB’s survival. We will never forget that.”

Carsten Cramer, Managing Director, Borussia Dortmund, stated:
“The worldwide Covid pandemic has meant that many industries – including football – have faced struggles. The fact that SIGNAL IDUNA has once again shown itself to be so committed to our partnership in the midst of this difficult situation shows how great the appreciation is on both sides.”

Ulrich Leitermann, CEO, Signal Iduna Group, added:
“We’ve grown up together in Dortmund, we’ve celebrated successes together and we’ve also made it through some tough times. Our partnership with BVB underscores our ambition, which we also pursue in our customer relationships; we want to be a long-lasting and reliable partner. We are there for each other. That’s why we are proud to be able to continue our shared journey for at least another nine years. We look forward to exciting games in SIGNAL IDUNA PARK and wish the team and all the fans successful days to come to the world’s most beautiful stadium!”