This article contains information regarding the organisations working with the men’s and/or women‘s teams of Borussia Dortmund (BVB) as their sponsors and partners for the 2024/25 season, thus enjoying a strong branding presence across their assets.
Essen-based German speciality chemicals company Evonik has a long-standing partnership with Borussia Dortmund. After serving as the principal sponsor to the club for seven years, Evonik announced an eleven-year extension to its partnership with BVB by buying 9.06% of the club’s capital stock for €26.7 million.
In February 2024, Evonik restructured its deal with the club by selling 4.95% of its shares for €35 million, bringing its overall stake in the club down from 14.78% to 9.83%, thereby giving up the principal sponsorship rights for BVB’s German Bundesliga matches, though its logo is to continue featuring on the front of the club’s matchday kits for their UEFA and DFB-Pokal matches until 2025.
Evonik’s restructuring of its deal with BVB paved way for German internet service provider 1&1 to become the principal sponsor of the club for their Bundesliga matches.
Announced in February 2024, the five-year deal puts the 1&1 logo front and centre of the BVB matchday shirt for their league matches (Evonik still holds front-of-shirt sponsorship rights for UEFA and DFB-Pokal matches).
BVB’s new deals with Evonik and 1&1 is to bring them approximately US$43.2 million per year in revenue, which is double of what they were getting from Evonik alone.
German sportswear giant Puma became the official kit supplier of BVB in 2012 when it replaced rival brand Kappa.
In November 2019, Puma agreed a six-year extension on its US$11.2m-a-year kit deal with BVB. The new deal, reportedly worth US$278 million over eight years, is set to run until the end of the 2027/28 season.
In 2005, Dortmund-based financial services company Signal Iduna acquired the naming rights to the BVB home ground and Germany’s biggest football stadium, Westfalenstadion. The ground is since famously known as “Signal Iduna Park”.
Signal Iduna last renewed its naming rights deal with BVB in March 2022. The deal is currently set to run till 2031. Borussia Dortmund are reportedly to receive a total of €100 million over nine years as a result of the new agreement.
GLS, a Dutch logistics company, has been acting as a Champion Partner of Borussia Dortmund since July 2021. It also acts as their official logistics partner.
In July 2022, it was announced that, apart from being a Champion Partner and the official logistics partner of the club, GLS would also serve as one of the club’s shirt sponsors.
BVB announced Austrian betting company Bwin as a Champion Partner in May 2017.
The deal, reportedly worth US$3.3 million per season, was last renewed in August 2021.
German lubricants manufacturer Rowe has been acting as a Champion Partner of BVB since 2017.
In 2023, BVB announced a five-year extension agreement with Rowe, with the new deal set to run until the end of 2028.
EA Sports has been a long-time partner of Borussia Dortmund via its video game series of annually-released football simulation video games, EA Sports FC (formerly EA Sports FIFA), although BVB have in the past signed separate agreements with the series’ rival, Konami’s Pro Evolution Soccer (now eFootball).
Currently, EA holds exclusive rights to feature officially-licensed BVB assets, including players, kits, and stadium, in its annual FC release, which means BVB do not officially feature in eFootball.
Since its last extension with BVB in July 2018, EA Sports has also been sponsoring the club’s esports division.
Adesso, a consulting and IT services company headquartered in Dortmund, signed a two-year deal with BVB to become the main as well as shirt sponsor of their women’s team.
In August 2023, Adesso and Borussia Dortmund announced plans to continue their partnership for a further three years—until 2026.
As per the deal, Adesso acts as BVB-Frauen’s official digitalisation partner, also covering the youth teams and partnering for all official BVB activities.
Bratislava-based Slovak internet security company ESET became a Champion Partner of BVB in August 2024.
Apart from branding rights, the three-year deal also grants ESET image rights to the club’s players for its marketing campaigns.
The deal between the two parties is set to run until 2027.
BVB’s sponsorship deal with Dortmund Breweries sees Ruhr-based pilsner Brinkhoff’s No. 1 act as a Champion Partner of the club.
First signed in 2008, the deal was last extended in an eight-year agreement in November 2015.
Apart from branding rights, the deal also grants Brinkhoff’s No. 1 pouring rights inside the Signal Iduna Park.
Dortmund-based pumps and pump systems manufacturer Wilo has been a Champion Partner of BVB since 2011.
Apart from branding rights, the deal has entails Wilo’s pump systems being installed at the Signal Iduna Park to regulate proper irrigation of the pitch.
In 2023, Wilo signed a three-year extension agreement with BVB, also becoming in the process their sustainable partner until 2026.
South Korean premium tyre manufacturer Hankook has been a Champion Partner of BVB since 2009.
Apart from branding rights, the deal sees Hankook provide exclusive fan engagement opportunities to BVB fanbase.
In September 2024, BVB announced an extension of their partnership with Hankook, which is now set to run for another two years.
Dortmund-based energy and water supplier Dew21 was announced as a Premium Partner of Borussia Dortmund on a five-year deal in 2020. In October 2023, the two parties announced an early contract extension, with the new deal set to run until 2030. This deal also made Dew21 a BVB Champion Partner.
Apart from branding rights, the deal entails Dew21 offering exclusive club-themed products and having its electricity and natural gas services respectively named “BVB Vollstrom” and “BVB Vollgas”.
Rheinmetall, a defence and technology company, became a Champion Partner of the club after signing a three-year partnership agreement in May 2024.
The partnership includes the use of wide-reaching advertising space, marketing rights, and event and hospitality arrangements at the Signal Iduna Park and other BVB grounds.
The Düsseldorf-based cooperative bank, which boasts 42 branches, previously sponsored BVB from 2006 to 2019. In a strategic move marking a reunion, in June 2024, Sparda-Bank West re-entered into a partnership with BVB by coming on board as a Champion Partner.
This collaboration, facilitated by SPORTFIVE, sees Sparda-Bank West act as the exclusive “Banking Partner” of the club, with plans for a long-term commitment spanning at least five years.
In September 2024, Borussia Dortmund and Pluto TV announced an extensive partnership that would see the global leader in free ad-supported streaming television (FAST) work with the club to create bespoke content for fans, including a dedicated 24-hour channel distributed across the world along with additional marketing activities.
As part of the agreement, the Pluto TV logo is also visible on the matchday-shirt sleeve of the BVB senior men’s team in all cup competitions of the 2024/25 season, including the UEFA Champions League. Pluto TV also acts as a Premium Partner of the BVB women’s teams in an agreement that includes sleeve branding across all competitions. The partnership also extends to the club’s eFootball team.
Also read: Bayer 04 Leverkusen Sponsors 2024/25
Vegetarian and vegan food producer Rügenwalder Mühle has been acting as a Premium Partner of Borussia Dortmund since February 2019.
Apart from branding rights, the deal entails Rügenwalder Mühle providing its wide range of food products to guests and fans inside the Signal Iduna Park.
American soft drink giant Coca-Cola acts as a Premium Partner to BVB thanks to a sponsorship deal that was last extended at the end of the 2021/22 season.
Apart from branding rights, the deal also grants Coca-Cola serving rights inside the Signal Iduna Park.
Düsseldorf-headquartered, Lufthansa-owned German domestic airline Eurowings was announced as the official airline of Borussia Dortmund in May 2016, ahead of the start of the 2016/17 season.
Apart from branding rights, the deal entails Eurowings carrying the team for their matchday outings in a club-branded airplane.
In June 2024, Eurowings announced a two-year extension of their partnership with BVB, which is now set to run until 2026.
Coinbase, one of the largest cryptocurrency companies worldwide, became one of the Premium Partners of Borussia Dortmund after signing a multi-year partnership agreement in July 2022.
In August 2024, Coinbase and BVB signed an extension agreement, thanks to which Coinbase now enjoys more exposure as the presenter of all home-game substitutions and via in-stadium perimeter displays shown to viewers in Europe, the Middle East, and Africa. The two parties also work on fan events, co-branded advertising, and custom social content.
REWE Group is a German diversified retail and tourism co-operative group headquartered in Cologne, Germany. It has been acting as a Premium Partner of BVB since the late 2000s.
Atlas is a shoe manufacturer based in Dortmund. The company, founded in 1910, is one of the leading producers of safety shoes in Europe.
Atlas became an official partner of Borussia Dortmund in 2016. In 2021, the two parties signed an extension deal, which made Atlas a Premium Partner of the club.
DocMorris, formerly Zur Rose Group, is one of Europe’s largest online pharmacies with 10 million active customers. It has developed into a comprehensive digital health service provider, including e-commerce pharmacy, marketplace, and professional health products and services.
DocMorris currently acts as a Premium Partner of Borussia Dortmund.
In August 2023, Menden-based car trading group Rosier became BVB’s premium and automotive partner and started exclusively supplying the club with vehicles with the start of the 2023/24 season.
Apart from branding rights, this five-year collaboration entails Rosier supplying around 200 vehicles of various makes to the BVB fleet. It also entails numerous advertising measures for brand building, such as advertising on the perimeter boards at home games, posts on the club’s social media channels, showcasing vehicles in the entrance area of the BVB Fan World, and more. BVB fans are also offered mobility offers from Rosier’s car dealership group and online shop.
BVB announced a multi-year partnership with online gaming operator StarGames in August 2024, roping it in as a Premium Partner.
As part of the collaboration, the StarGames logo is prominently displayed at the Signal Iduna Park during Bundesliga home matches, on stadium screens, and across the club’s digital platforms. The company also officially presents BVB’s “Facts about the Game” segment on social media.
RWE is a German multinational energy company headquartered in Essen. It generates and trades electricity in the Asia-Pacific region, Europe, and the United States.
In September 2024, Borussia Dortmund and RWE entered into a six-year partnership with the main aim of optimising energy consumption and reducing carbon footprint at the Signal Iduna Park.
As part this deal, a modern photovoltaic system integrated with energy storage has been installed on the roof of the stadium, making the venue one of the greenest football stadiums in the world.
Bonk is a meme-inspired cryptocurrency token on the Solana blockchain, distributed as an airdrop to the Solana community on Christmas Day 2022.
In September 2024, Bonk signed a partnership agreement with BVB with the aim of bringing Web3 tech and exclusive fan experiences to the 2024/25 German Bundesliga season. This collaboration merges cryptocurrency and football, enhancing fan engagement through Web3 innovations.
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