Borussia Dortmund, the top-tier German soccer club, have secured a partnership extension with soft drinks giant Coca-Cola until 2028.
The extension sees Coca-Cola remain a premium partner of the club, retaining the exclusive right to serve and supply non-alcoholic beverages during home games and all third-party events at Signal Iduna Park in both the VIP and public areas of the stadium.
Other components of the deal include Coca-Cola retaining brand presence, product placements, promotions, hospitality services, and tickets.
Andreas Laub, head of partnerships & assets – Coca-Cola Europacific Partners Deutschland GmbH, has said: “Borussia Dortmund stands for passion, authenticity, and a unique fan culture – values that we at Coca-Cola wholeheartedly share.
“Our long-standing partnership is based on mutual trust and the commitment to creating extraordinary experiences. We look forward to continuing this successful path together until 2028 – with fresh ideas, enthusiasm, and closeness to the people.”
The new deal was brokered by the Sportfive agency, the German club’s exclusive marketing partner since 1999. The pair’s current contract runs until at least 2031.
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalDataThe extension comes shortly after Sportfive secured Vodafone, the multinational telecommunications firm, as the club’s new main shirt sponsor for the next five seasons.
That deal runs from 2025-26 to 2029-30 and will see the Vodafone logo feature on the front of Dortmund’s shirts in both domestic and European competitions.
Other commercial deals that have been struck by the club this year include a fan-focused partnership with US e-commerce business Sports Endeavors and a regional partnership with Vietnamese firm Kobler through the 2025-26 season.
Coca-Cola, meanwhile, remains highly active within global soccer, having agreed a new three-year sponsorship with English soccer’s top-tier Premier League from the 2025-26 season last month.
Coca-Cola also secured other major soccer sponsorships in recent months, most notably becoming a partner of the revamped FIFA Club World Cup competition, whilst also extending a long-running tie-up with German soccer's DFB governing body.
Despite a rocky season, Dortmund ended the 2024-25 Bundesliga campaign strongly and secured a fourth-place finish to qualify for next year’s elite UEFA Champions League (UCL) European club competition, potentially setting them up for another strong financial season.
The club generated a 22% increase in revenue for the 2023-24 season, thanks to their run to the final of the UCL.
For the period from July 1, 2023, to June 30, 2024, the Bundesliga side brought in €510 million ($560.4 million), which represented an increase of almost €91 million from the previous year.
This resulted in the club posting a profit of €44.3 million for the financial year, up €34.8 million from €9.5 million in 2022-23.
The increase in revenue was recorded across all income streams, but in particular from TV rights fees due to the team’s successful UCL season, where they were beaten 2-0 in the final by serial Spanish winners Real Madrid.
