International sports marketing agency Sportfive has extended its marketing tie-up with Borussia Dortmund (BVB), of German soccer’s top-tier Bundesliga, until June 2031.
In a statement regarding the partnership’s renewal, Sportfive said the main focus in terms of international expansion will be expanding the club’s partnerships in the US, while the partnership will also spread to the BVB women’s and esports teams.
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BVB will travel to the US as part of a summer pre-season tour later this year, while in 2026 the country will part-host the men’s FIFA World Cup alongside Mexico and Canada.
The agency has been a marketing partner of BVB since 1999, working alongside the club in areas such as “sponsor acquisition, the expansion of partnerships, and the marketing of the hospitality areas” at the club’s Signal Iduna Park home stadium.
Hans Joachim Watzke, chair of the BVB management board, said: “We decided to extend our partnership with Sportfive ahead of schedule due to the successful, cooperative partnership and are convinced that we have found the best solution for Borussia Dortmund, also in view of the upcoming marketing challenges.”
Hendrik Schiphorst, Sportfive Germany’s managing director, added: "Borussia Dortmund is one of the leading football clubs in Europe, and we are very proud to have been able to accompany the club on its path to success for almost 25 years now. In order to continue supporting BVB on its growth path in the coming years, we will invest significantly in personnel and infrastructure and expand our team by ten to a total of 35 international and national employees.”
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By GlobalDataBVB’s range of commercial partners includes brands such as 1&1, Evonik, Puma, Bwin, Signal Iduna, Hankook, Electronic Arts, and Coca-Cola.
In terms of its focus on the US, one of BVB’s key players, Giovanni Reyna, is a regular for the country’s national team.
Other Sportfive clients in the Bundesliga, meanwhile, include Hertha Berlin, VFB Stuttgart (through a tie-up in late January), Augsburg, Eintracht Frankfurt, and Bayer Leverkusen.
The agency has also now renewed with Leverkusen until June 2029, with duo having first partnered in 2007.
From July, Sportfive will take over responsibility for the management of the club’s range of commercial partners.
Image: Lars Baron/Getty Images
