German football powerhouse Borussia Dortmund has secured a new main sponsorship agreement with telecommunications giant Vodafone, marking a strategic shift in the club’s commercial approach. The five-year deal, reported to be worth €30 million (US$40.6 million) annually by Bild, will see Vodafone's logo featured on Dortmund’s jerseys across all Bundesliga, domestic cup, and European fixtures.
This partnership will also focus on developing new digital experiences for fans, aligning both parties in innovation and engagement efforts.
Previously, Dortmund operated with two shirt sponsors: 1&1 during Bundesliga matches and Evonik for DFB Pokal and UEFA Champions League games. Bild notes that 1&1's annual contribution ranged between €20 million (US$27.1 million) and €25 million (US$33.9 million), while Evonik’s deal was worth €12 million (US$16.3 million) contingent on Champions League qualification.
By consolidating all kit sponsorship rights under one partner, Dortmund simplifies its commercial portfolio. While Evonik relinquishes front-of-shirt rights, it has renewed its commitment to the club, extending a partnership now spanning more than 20 years. The company will now focus on sustainability and health-driven campaigns and maintain prominent visibility during the team’s pre-season tours. Conversely, 1&1 will exit the partnership in July, citing the inefficiency of the new structure for its German-only operations.
According to a Spobis report from last September, the average Bundesliga shirt sponsorship deal is valued at €13.5 million (US$18.3 million) per season. Despite being reportedly less lucrative than the previous dual arrangements, Dortmund’s agreement with Vodafone stands out as one of the most valuable in the league.
For Vodafone, the sponsorship offers a prime platform to reassert its presence in the German market, particularly with archrival Deutsche Telekom’s long-standing association with Bayern Munich, Dortmund’s chief competitor.
“Vodafone is a global player with strong innovative strength and a strong social stance,” said Carsten Cramer, Borussia Dortmund managing director. “Both of these will be very clearly reflected in our alliance over the coming years. Your Vodafone logo in our black on all yellow jerseys for the new season already shows: This will definitely not be a run-of-the-mill collaboration. This will be a very special partnership.”
“We are proud to become part of the BVB family,” added Marcel de Groot, chief executive of Vodafone Germany. “We are united by the desire to be better every day than yesterday – both on the pitch and online. This partnership is not just a sponsorship, it is a statement of growth and the merger of two brands with international appeal.”
Dortmund are also set to compete in this summer’s FIFA Club World Cup, with their opening match against Brazilian side Fluminense scheduled for 17th June.
No comments:
Post a Comment