You are here: HomeNews2020 02 21Article 344494

Sports News of Friday, 21 February 2020


Borussia Dortmund get new jersey sponsorship

Telecommunications company, 1&1, have been announced as the new jersey sponsors of German side Borussia Dortmund, a deal which will run from the summer of 2020 for five years.

However, 1&1's logo will only be seen on the club's jerseys during Bundesliga matches, while current partner and speciality chemicals group Evonik will continue to feature for DFB Pokal, UEFA competitions and international friendly matches.

“We are absolutely delighted that, in 1&1, we have gained an additional leading business as a shirt sponsor.” Borussia Dortmund's chief executive officer, Hans-Joachim Watzke said.

“Everyone in the partnership is looking forward to going down the path of shared success. For us, today represents a milestone in the economic and, thus, sporting development of BVB.'' Mr. Watzke continued.

Dortmund and 1&1's agreement and includes shirt sponsorship, an extensive advertising package at all Bundesliga home matches and, according to Dortmund’s marketing department, “an innovative concept for social media.”

The new deal with 1&1 is set to be in the region of $13 million to $16 million (€12-14 million) per season depending on the club’s Bundesliga ranking, according to German publication Der Spiegel's estimation.

As a result, Evonik—Dortmund’s main sponsor since 2006—will pay a reduced fee over the remaining length of their previously agreed deal.

The chemicals company extended their contract with the club in 2014 to remain the primary partner until 2025, at a fee believed to be at $21.5 million (€20 million) a year.

Speaking on the groundbreaking new deal, Ralph Dommermuth, founder of 1&1 and CEO of the parent company, United Internet AG, commented:

''1&1 is a strong brand, one that is constantly breaking new ground. Last year, we purchased the rights to extensive 5G frequency coverage,” he said.

“This technological expertise will be brought to the fore in our partnership with Borussia Dortmund. Our collaboration will go far beyond the boundaries of a traditional sponsorship deal

“We will develop new means of engaging interesting new target groups in the long term, with a particular focus placed on social media and digital content.’’ Mr Dommermuth added.

The Bundesliga’s operating company, DFL Deutsche Fußball Liga, recently won a prize for innovation, for its experimental work over 5G network facilities.

Dortmund’s deal with 1&1 should allow the club to develop similar fan engagement opportunities, on top of those being trialled by the Bundesliga.

Evonik CEO - Christian Kullmann indicated how his company sees the new joint deal, with their eyes on overseas brand development:

''BVB are a fixture at the top of the Bundesliga, meaning our brand is well-known throughout the whole of Germany. Now, we have our sights set on extending the partnership's success to international markets,” he said.

“In order to achieve this goal, the first team will continue to go on trips overseas to play friendly matches, while various other strategies will also be pursued.” Mr. Kullmann added.

The two sponsorship model and partnership with 1&1 were brokered by global sports marketing agency, Lagardère Sports.

The French agency has been at the fore of brokering Dortmund’s national and international advertising deals as well as marketing their media and hospitality rights since 1999.

Join our Newsletter