adesso is the new official main youth sponsor of Borussia Dortmund and “Partner of the Dortmund boys”. Until 2023, BVB youth teams will wear the name of the Dortmund-based IT service provider on their shirts at home and away matches. In addition to classical sponsorship, a collaboration for IT services from adesso was also agreed.
The partnership with BVB as “official main and kit sponsor” agreed at the start of the new Bundesliga season will increase the visibility and public perception of adesso at home and away matches of the youth teams. As the main sponsor of the BVB youth teams in the coming years, adesso will be given the opportunity to place itself prominently on all official team photos of the BVB youth teams from the U9s to U19s, as well as on the website of the youth academy.
In addition, a comprehensive sponsorship package has been put together, which allows adesso to be present on BVB hoardings in the stadium, on advertising motifs as well as in individual photo and video sessions with youth players on the Borussia Dortmund training ground, including company presentations at selected U19s and U17s league games. adesso will also use branded content formats and BVB TV live streams to put the company in the spotlight – always in connection with the youth teams.
To kick off the partnership, Prof. Dr. Volker Gruhn, founder and chairman of the supervisory board of adesso, accepted the new BVB adesso kit. During a photo session with U19s players on the Hohenbuschei training ground, his joy and pride in the connection between his two passions was clearly on show, “Sponsoring the Borussia youth teams suits adesso perfectly. As a service provider in the field of digitisation, we are operating on a crucial playing field for the future – here too, it is a matter of acquiring and inspiring young IT talents. With topics such as “She for IT” and our cooperation with national football team coach Martina Voss-Tecklenburg, as well as our investments in the company AISportsWatch with the streaming service soccerwatch.tv, we have been operating in the football environment for some time now. It is a great honour for us to be able to do this in concrete terms in the promotion of young talent at Borussia.”
The second part of the cooperation provides that the partners will support each other through knowledge transfer and in relation to management topics from their respective areas of expertise, with adesso becoming the selected IT partner and service provider of Borussia Dortmund. For example, training courses and workshops on IT-specific topics are planned for the youth players of Borussia Dortmund. In return, the club will provide adesso’s employees with valuable insights into the world of sports management and youth promotion in the professional football business. The two Dortmund-based powerhouses also want to offer mutual internships and placements for young people at their companies.
“We are very pleased with this new partnership. On the one hand, because an innovative Dortmund-based company is engaged in the field of young talent, and on the other hand, because it goes far beyond normal sponsorship. Our youth players will benefit from this in workshops and training courses. As we have learned intensively in the past few months working from home offices in particular and in the course of cyber training, digitalisation is an important pillar for the future of all of us,” emphasised Borussia Dortmund’s youth team coordinator Lars Ricken.
For the “She for IT” initiative – adesso’s social commitment to increasing the proportion of women in information technology – the sponsorship partnership is a particular asset. From the 2021/22 season, adesso will also become official kit sponsor of the new Borussia Dortmund women’s team. In addition to the adesso logo, the BVB players will also be wearing the slogan “She for IT” on the kit, thus promoting more women in MINT (maths, IT, natural sciences and technology) professions and in business and society on the football pitch.