The summer of 2020 will see Borussia Dortmund break new ground. For the first time in history, the Bundesliga club is set to have two separate shirt sponsors: the speciality chemicals group Evonik and the telecommunications company 1&1. Evonik paved the way for this innovative new model by choosing to redirect the focus of its long-running partnership with BVB on international target groups. As a result, 1&1 will take over as the club’s shirt sponsor in the attractive commercial environment that is the Bundesliga.
“We are absolutely delighted that, in 1&1, we have gained an additional leading business as a shirt sponsor. Everyone in the partnership is looking forward to going down the path of shared success,” says Borussia Dortmund’s chief executive office, Hans-Joachim Watzke, going on to add, “For us, today represents a milestone in the economic and, thus, sporting development of BVB.”
From the 2020/21 season onward, the Black & Yellows will continue to wear the Evonik logo on their chests for all friendly matches played abroad, all international competitions and all rounds of the DFB Cup. “Our long-running partnership with Evonik is one which has been defined by a shared sense of passion and trust,” says Watzke, “We are determined to keep this partnership going at the highest level.”
Evonik placing focus of partnership with BVB on international target groups
For Evonik CEO Christian Kullmann, the organisation’s collaboration with Borussia Dortmund goes far beyond a mere sponsorship deal. “We have enjoyed 14 incredibly successful and memorable years alongside BVB – years in which our partnership has grown ever stronger,” says Kullmann. “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.” 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.
Ralph Dommermuth, founder of 1&1 and CEO of its parent company, United Internet AG, states, “1&1 is a strong brand, one that is constantly breaking new ground, both in terms of marketing and innovative products. Last year, for example, we purchased the rights to extensive 5G frequency coverage and are now preparing to build a truly modern mobile network. This technological expertise will be brought to the fore in our partnership with Borussia Dortmund. Our collaboration with the club will go far beyond the boundaries of a traditional sponsorship deal. Together, 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.”
1&1 to assume role as Bundesliga shirt sponsor
The five-year deal agreed upon by Borussia Dortmund and the telecommunications company from Montabaur includes shirt sponsorship, an extensive advertising package at all Bundesliga home matches as well as an innovative concept for social media. Both 1&1 and Borussia Dortmund are determined to harness their media impact and make use of new formats in order to reach new target groups and inspire both fans and customers alike.
“In 1&1,” says BVB managing director Carsten Cramer, “we are gaining a new Bundesliga shirt sponsor that has demonstrated innovation and growth for a number of years. The integrated rights package will consist of online and offline advertising content that will go far beyond the company’s logo on the players’ chests, which, for all those wondering, will be displayed in a black and white colour scheme. Alongside 1&1, we will break new ground when it comes to digital content and format development and will finds ways to reach out to our fans in Germany more directly and more intensely than ever before.”
The respective contracts with both shirt sponsors are set to run until June 30, 2025.