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Borussia Dortmund and 1&1 say thank-you as five-year Bundesliga sponsorship draws to a close

1&1 have been Borussia Dortmund's shirt partner in the Bundesliga since the 2020/2021 season. But the sponsorship agreement will now end when their five-year contract expires at the end of the current season on 30 June 2025. Both parties can look back on a successful collaboration that has been shaped by a spirit of innovation and joint commitment.

At the beginning of the partnership in July 2020, BVB opted – for the first time in German football history – for a new type of sponsorship model that included two parallel shirt sponsors. With Evonik focusing their long-standing sponsorship on competitions that offered an international brand presence from that point onwards, 1&1 had the opportunity to enter the fray as BVB's shirt sponsor in the Bundesliga.

From the new season onwards, Borussia Dortmund will revert to a complete shirt sponsorship package that includes all matches in Germany and abroad. Such wide-ranging sponsorship is not efficient for 1&1, which operates exclusively in Germany.

“We have entirely positive memories of our partnership, which has been a very creative and innovative one. Both partners have achieved the objectives they were targeting with the cooperation and are parting ways with a high degree of appreciation for each other. I would like to expressly thank 1&1 not only for five years of constructive cooperation, but also and in particular for the installation of the 5G network at Signal Iduna Park based on the innovative OpenRAN technology,” emphasised BVB Managing Director Carsten Cramer.

“It has been a great pleasure for us to support BVB as a sponsor in recent years and to be part of this unique club community. As a telecommunications company focusing on the German market, the pro-rata shirt sponsorship for BVB's Bundesliga matches offered us an exceptional opportunity in top-flight football that we were delighted to take advantage of. In addition to the 1&1 logo on the players' chests, our partnership focused on innovative social media formats. Thanks to BVB's wide media reach, we were able to reach fans, customers and football enthusiasts across Germany and raise further awareness of our brand. We would like to thank Borussia Dortmund for the partnership and wish BVB all the best and every success for the future,” said Ralph Dommermuth, the CEO of 1&1 AG.

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