BORUSSIA DORTMUND SPONSORS

Borussia Dortmund have become a hotbed for young exciting prospects to hone their game and gain a massive advantage en route to becoming world beaters. Many would say their players already are world beaters. But Dortmund’s accolades have been devoid of any serious silverware that could genuinely propel their status as a footballing powerhouse. This year, they once again embark on their journey to achieve some glory by the end of the season. We look at their sponsors.

PRINCIPAL PARTNERS

Evonik – 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.

1&1 – 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.

Puma – 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.

Signal Iduna – 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 May 2012 which currently runs till 2021. BVB reported pocket an annual amount between US$5.34m to US$5.94m in revenue from the naming deal.

CHAMPION PARTNERS

Opel – Rüsselsheim-based German automobile manufacturer Opel became an official sponsor of BVB back in 2012. Five years later, BVB expanded their deal with Opel to make the carmaker their official sleeve sponsor. The sponsorship deal also grants Opel image rights to the club’s players for its marketing campaigns, as well as branding rights across the club’s physical and digital assets.

Bwin – 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.

Rowe Motor Oil – 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 will run until the end of the 2024-25 season. The previous contract was reportedly worth US$2.35m annually. The deal grants Rowe branding rights across the club’s physical and digital assets.

EA Sports – 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.

ESET Internet Security – 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.

Comdirect – Quickborn-headquartered German bank Comdirect became the official banking partner of BVB in August last year. As per the deal, Comdirect provides mobile payment services at the Signal Iduna Park. It also offers a BVB fan account, which includes a BVB banking app, a pay-as-you-go bracelet, and a club-themed Visa card.

Brinkhoff’s – 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.

Wilo – 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.Wilo’s current deal BVB lasts until 2024.

Hankook – 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.

PREMIUM PARTNERS

Apotal – Bad-Apotheke-operated mail order pharmacy Apotal serves as a premium partner to Borussia Dortmund. The deal grants Apotal branding rights across the club’s physical and digital assets.

ATLAS Schuhfabrik – Dortmund-based German shoemaker ATLAS Schuhfabrik serves as a premium partner to BVB since November 2016. The deal grants ATLAS branding rights across the club’s physical and digital assets.

IKK Classic – Dresden-based health insurer IKK Classic serves as a premium partner to BVB since September 2017. The deal, reportedly worth US$720,000, sees the two parties host a microsite to offer health tips, and conduct youth training camps under the tagline ‘Fit as a Borusse’. IKK Classic also holds branding rights across the club’s physical and digital assets.

Infor – American software company Infor became the official software partner of Borussia Dortmund in August 2017. The deal provides BVB license for Infor’s cloud software applications and grants Infor branding rights across BVB’s physical and digital assets.

Rügenwalder Mühle – 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.

Effect – German energy drinks brand Effect got promoted to the ‘Premium Partner’ tier of Borussia Dortmund’s sponsorship portfolio ahead of the 2019-20 season after a successful stint as a lower-tier sponsor for the second half of the season before. The sponsorship deal allows Effect to serve its products inside the Signal Iduna Park, create promotional content with the club, and hold branding rights across BVB’s physical and digital assets.

L’Oréal Men Expert – French men’s personal care brand L’Oréal Men Expert serves as a premium partner to BVB since August 2019. The deal grants the company branding rights across BVB’s physical and digital assets.

Coca-Cola – American soft drink giant Coca-Cola serves as a premium partner to BVB in a sponsorship deal that runs until 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.

Hardeck – German interior design and furniture company Hardeck also serves as a premium partner to Borussia Dortmund. The deal grants the company branding rights across the club’s physical and digital assets.

Dew21 – Dortmund-based energy and water supplier Dew21 was announced as a premium partner of Borussia Dortmund in a five-year deal earlier this year in September.
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.

Eurowings – 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.