This article contains information regarding the organisations enjoying a strong branding presence across the physical and digital assets of the men’s and/or women‘s teams of Borussia Dortmund (BVB) as their sponsors and partners for the 2024-25 season.
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 €26.7m (currently US$31.7m). However, earlier this year in February, Evonik restructured its deal with the club by selling 4.95% of its shares for €35m (currently US$41.55m) bringing its overall stake in the club down from 14.78% to 9.83%. As part of the restructured deal, Evonik gave up the principal sponsorship rights for BVB’s Bundesliga matches, but its logo will continue to feature 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 earlier this year, the five-year deal will see 1&1’s logo feature on the front of BVB’s matchday kits for Bundesliga matches until 2025 (Evonik still holds front-of-shirt sponsorship rights for UEFA and DFB-Pokal matches). BVB’s new deals with Evonik and 1&1 will bring them 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 its Italian rival Kappa. In November 2019, Puma agreed a six-year extension on its US$11.2m-a-year kit deal with Nike which was supposed to run until 2022. The new deal, worth US$278 million over eight years, came into effect at the start of this season and runs until the end of the 2027-28 season.
In 2005, Dortmund-based financial services company Signal Iduna acquired the naming rights for BVB’s home ground and Germany’s biggest football stadium, the Westfalenstadion. The ground is since famously known as the Signal Iduna Park. Signal Iduna last renewed its naming rights deal in March 2022 which currently runs till 2031.
According to reports, Dortmund will receive a total of €100 million over the nine years as a result of the new agreement.
GLS, a Dutch logistics company, has been serving as a champion partner of Borussia Dortmund since July 2021. GLS is also the official logistics partner of BVB. In July 2022, it was announced that apart from being a champion partner and the official logistics partner of the club, the courier service provider became one of the shirt sponsors of the club.
BVB announced Austrian betting company Bwin as a champion partner in May 2017. The sponsorship deal, reportedly worth US$3.3 million per season, grants Bwin branding rights across the club’s physical and digital assets. The two parties last renewed their partnership agreement in August 2021.
German lubricants manufacturer Rowe serves as a champion partner to BVB since 2017. Last month, BVB extended their partnership with Rowe in a five-year agreement which was set to run until the end of the 2024-25 season. In 2023, BVB announced a new five-year extension deal with Rowe until the end of 2028. The deal grants Rowe branding rights across the club’s physical and digital assets.
EA Sports has been a long-time partner of Borussia Dortmund via its annual video game series FIFA, although the club has occasionally switched allegiances to partner with FIFA’s archrival, Konami’s Pro Evolution Soccer. Currently, EA holds exclusive rights to feature BVB’s licensing; that includes real-life likeness of players, kits and stadium, in its annual FIFA release, meaning BVB doesn’t feature in Pro Evo. With BVB’s last extension of this deal in July 2018, EA Sports also became the sponsor of 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 and shirt sponsor of the Borussia Dortmund women’s team. In August 2023, Adesso and Borussia Dortmund announced plans to continue their successful partnership for a further three years until 2026.
As part of the deal, Adesso will accompany Borussia Dortmund on its digital transformation journey as the Bundesliga team’s official digitalisation partner. The IT service provider has also confirmed a three-year extension to its deal as the main sponsor of the club’s youth teams and as a partner for all of Borussia’s activities.
Bratislava-based Slovak internet security company ESET became a champion partner of BVB last year in August. The three-year deal also grants ESET image rights to the club’s players for its marketing campaigns, as well as branding rights across the club’s physical and digital assets.
In August 2024, ESET IT and Borussia Dortmund announced the signing of a new three-year extension deal, keeping the former as one of its champion partners until 2027.
BVB’s sponsorship deal with Dortmund Breweries sees Ruhr-based pilsner, Brinkhoff’s No. 1, serve as a champion partner to the club. Having first signed in 2008, the deal was last extended in an eight-year agreement in November 2015. The deal grants Brinkhoff’s No. 1 pouring and branding rights inside the Signal Iduna Park.
Dortmund-based pumps and pump systems manufacturer Wilo has been a champion partner of BVB since 2011. The deal sees Wilo’s pump systems installed at the Signal Iduna Park to regulate proper irrigation of the pitch. Wilo also holds branding rights across the club’s physical and digital assets. In 2023, Wilo signed a new three-year extension deal with BVB, becoming the club’s sustainable partner until 2026.
South Korean premium tyre manufacturer Hankook has been a champion partner of BVB since 2009. The deal sees Hankook hold branding rights across the club’s physical and digital assets and provide exclusive fan engagement opportunities to club’s fans. Earlier this year in September, BVB extended their partnership with Hankook for another two years.
Dortmund-based energy and water supplier Dew21 was announced as a premium partner of Borussia Dortmund in a five-year deal in 2020.
In October 2023, the two parties announced an early contract extension for another five years until 2030. As part of the deal, Dew21 became one of the latest champion partners of the club.
The deal sees Dew21 offer exclusive club-themed products and have its electricity and natural gas services respectively named ‘BVB Vollstrom‘ and ‘BVB Vollgas‘. Dew21 also holds branding rights across the club’s physical and digital assets.
Rheinmetall, a defence and technology company, became a new champion partner of the club after signing a new three-year partnership agreement in May 2024. The partnership includes the use of wide-reaching advertising space, marketing rights and event and hospitality arrangements in the stadium and on the club grounds.
The Düsseldorf-based cooperative bank, which boasts 42 branches, previously sponsored BVB from 2006 to 2019.
In a strategic move marking a significant reunion, in June 2024, Sparda-Bank West re-entered into a partnership with Borussia Dortmund (BVB), resuming its role as a Champion Partner after a five-year hiatus.
This collaboration, facilitated by SPORTFIVE, reinstates Sparda-Bank West as the exclusive “Banking Partner” of the Champions League finalist, 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 will see the global leader in free ad-supported streaming television (FAST) and the Bundesliga football club work together across BVB content for fans, including a dedicated 24h channel distributed across the world and marketing activities.
As part of the agreement, the Pluto TV logo will be visible on the sleeves of the BVB men’s team in all cup competitions of the 24/25 season, including the UEFA Champions League. Pluto TV will also become a Premium Partner supporting BVB’s women’s teams which includes sleeve branding across all competitions. The partnership also extends to Pluto TV logo branding across all BVB Bundesliga home matches as well as for BVB’s eFootball team.
In addition, Pluto TV will launch a curated FAST channel dedicated to the football club. The new FAST channel will be available for free across all of Pluto TV’s global markets, bringing to football fans content dedicated to BVB, including interesting, exciting and fun content as well as full match replays of current and historic BVB matches. The FAST channel will be available across all global markets where Pluto TV has a presence, including the US, Germany, Switzerland, Austria, the UK, Nordics, Italy, France, Spain, Canada, Latin America, Brazil, and Australia, among others.
Vegetarian and vegan food producer Rügenwalder Mühle serves as a premium partner to Borussia Dortmund since February 2019.
The deal sees Rügenwalder Mühle provide its wide range of food products to guests and fans inside the Signal Iduna Park and hold branding rights across BVB’s physical and digital assets.
American soft drink giant Coca-Cola serves as a premium partner to BVB in a sponsorship deal that was last extended at the end of the 2021/22 season. The deal grants Coca-Cola serving rights inside the Signal Iduna Park and branding rights across the club’s physical and digital assets.
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.
The deal sees Eurowings carry the team for their matchday outings in a club-branded airplane and hold branding rightsacross the club’s physical and digital assets.
In June 2024, Eurowings announced a new two-year extension deal with the German club until 2026.
Coinbase, one of the largest cryptocurrency companies, became one of the premium partners of Borussia Dortmund after agreeing on a multi-year partnership agreement in July 2022.
In August 2024, Coinbase and BVB signed a new extension agreement. As part of the extension deal, Coinbase will get more exposure as the presenter of all home game substitutions and in-stadium perimeter displays will be shown to match viewers across all of Europe, Middle East and Africa. Together, both companies will partner to produce fan events, co-branded advertising and custom social content on BVB’s social channels.
The REWE Group is a German diversified retail and tourism co-operative group based in Cologne, Germany. It has been serving as a premium partner to the Bundesliga club 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 extended deal where Atlas was promoted to the position of premium partner.
DocMorris AG, 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. The digital health service provider currently serves as a premium partner to BVB.
In August 9, 2023, the Menden-based car trading group ROSIER became Borussia Dortmund ‘s new premium and automotive partner and started supplying the Bundesliga football club exclusively with vehicles from the 2023/24 season.
As part of this long-term five-year collaboration, ROSIER Holding GmbH supplies around 200 vehicles of various makes to the BVB fleet. The long-term collaboration also includes numerous advertising measures for brand building such as advertising on the perimeter boards at home games, posts on the club’s social media channels, displaying a vehicle in the entrance area of the BVB Fan World and much more.
As part of the cooperation, BVB fans can also look forward to attractive mobility offers from the car dealership group and for the ROSIER online shop .
Bundesliga powerhouse, Borussia Dortmund (BVB) announced a multi-year partnership with the online gaming operator, StarGames in August 2024. The deal has elevated StarGames to the status of a premium partner for the club.
As part of the collaboration, the StarGames logo will be prominently displayed at Signal Iduna Park during Bundesliga home matches, on stadium screens, and across the club’s digital platforms. The company also became the presenter of Dortmund’s “Facts about the Game” segment on social media.
RWE AG 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 at Signal Iduna Park. This strategic agreement will not only increase the energy efficiency of the venue, but also reduce its carbon footprint.
As part of a new partnership between Borussia Dortmund and RWE, a modern photovoltaic system integrated with energy storage has been installed on the roof of the stadium. This will make 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, the cryptocurrency token signed a partnership agreement with Bundesliga club Borussia Dortmund to bring web3 technology and exclusive fan experiences to the 2024-2025 Bundesliga season.
BONK’s collaboration with Borussia Dortmund merges cryptocurrency and football, enhancing fan engagement through web3 innovations.
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