Borussia Dortmund (BVB), of German soccer’s top-tier Bundesliga, has struck an early extension of its long-standing commercial marketing deal with international sports agency Sportfive, adding another three years to its agreement.
The new deal builds on the pair’s original marketing tie-up in 1999 and their most recent renewal in 2023, which took the contract to June 2031.
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Under the extension, Sportfive will continue to support BVB in acquiring and managing sponsors and partners, developing new commercial opportunities, and marketing hospitality offerings at home ground Signal Iduna Park.
Carsten Cramer, chief executive of BVB, said: “Our partnership with Sportfive has been defined by trust, reliability and an entrepreneurial mindset for many years. Together, we have continuously developed our commercial activities and unlocked significant growth opportunities.
“We are therefore delighted to continue this successful journey until 2034. With Sportfive, we have a partner at our side who understands our ambitions and supports us in further developing Borussia Dortmund both nationally and internationally.”
Looking forward, the agency said in addition to developing existing partnerships, the focus will be on opening new business areas, innovative activation approaches, and BVB’s international positioning.
BVB’s range of commercial partners includes Vodafone (main shirt sponsor), Puma (kit sponsor), Signal Iduna (stadium naming rights) and Evonik (major partner), as well as Coca-Cola, Eurowings, Coinbase, Konami, Melitta, Topps, DeWALT, and ABB, among others.
Hendrik Schiphorst, Managing Director of Sportfive Germany, said: “Borussia Dortmund is one of Europe’s best-known and most distinctive football brands.
“The early extension until 2034 is a strong endorsement of the quality of our partnership and, at the same time, an incentive to continue pursuing our shared growth trajectory. We look forward to further developing BVB’s commercial activities in the years ahead with fresh ideas and great passion.”
The early extension consolidates Sportfive’s client portfolio in German soccer, having secured a partnership with the DFL governing body until 2029 to sell integrated sports packages for the relegation matches in the Bundesliga and second-tier Bundesliga 2, as well as the season-opening Franz Beckenbauer Supercup.
Along with BVB, other German soccer clubs under Sportfive include Stuttgart, Augsburg, Union Berlin, Eintracht Frankfurt, Borussia Monchengladbach, and 1899 Hoffenheim.
Meanwhile, BVB’s women’s team has secured health technology and smart ring company RingConn as a premium partner.
As part of the partnership, some players in the BVB team will receive RingConn Gen 3 smart rings for continued use.
BVB managing director Svenja Schlenker said: “We are pleased to welcome RingConn as a Premium Partner of our women's football team.
“Our players are defined by commitment, individuality and a strong connection to their bodies, and this partnership supports exactly that. Listening to your body and understanding your own rhythm helps everyone perform and feel well, on the pitch and in everyday life.”
