RIESEN candy, owned by Storck in Germany, is teaming up with German Bundesliga side Borussia Dortmund (BVB) for a two-year partnership. The RIESEN/BVB partnership was brokered by the global sports business agency SPORTFIVE.
As exclusive regional partners, RIESEN will have co-branded content on BVB’s popular English-language social channel @BlackYellow on Instagram and Twitter (3M+ followers), virtual LED-panel ads at each of the 17 home matches, rights to BVB player and team imagery and to develop and distribute licensed product, plus fan-viewing events and more.
Kelly Cook, Vice President Marketing at Storck, said this about the partnership, “The passionate fan base of BVB aligns with our RIESEN consumer well and, as interest in the Bundesliga in the U.S. continues to grow, the opportunity to tap into our German heritage and create relevance for RIESEN through BVB’s popularity was very motivating. Of course, the chance color resemblance between RIESEN and BVB’s black and yellow was great too!”
Benedikt Scholz, BVB’s Head of International & New Business, echoed the excitement around the partnership, “We very much look forward to the partnership with RIESEN. As Borussia Dortmund continues to go strong in the U.S market, we want to give our U.S. fans one more reason to celebrate every BVB game and event. We are anticipating to engage with RIESEN’s wide consumer base.”
Thomas Joos, Executive Director at SPORTFIVE’s Team BVB, adds, “We are very pleased that with RIESEN and Borussia Dortmund, we have been able to bring together two partners who fit together very well due to their history and brand image. This partnership once again demonstrates the quality of our international network. We look forward to now activating this exciting partnership.”