DFB Cup winners Borussia Dortmund and their Champion Partner Opel have agreed to intensify their partnership and prematurely extend it by another five years. From the coming Bundesliga season onwards, the Opel logo will adorn the sleeves of the eight-time German champions' shirts.
"In the fast-paced era we live in, it makes us proud to have already made Opel the fourth partner with whom we enjoy a strategic partnership," explained Hans-Joachim Watzke, the Chairman of the BVB Board, who continued: "For us, strategic means above all else that we pursue the same objectives together and in close cooperation." The automobile manufacturer, which has been one of BVB's most important partners since 2012, will have its trademark lightning bolt on the club's shirt sleeves from the start of this season, confirming its position as one of the strategic partners of the DFB Cup holders.
Unlike BVB's three other strategic partners – main sponsor Evonik, equipment supplier Puma and Signal Iduna, which gave the stadium its new name – Opel will not become a shareholder, but will instead work closely with Borussia Dortmund primarily in the areas of communication and activation. This was announced by the boss of Opel Germany, Jürgen Keller, and BVB Chief Executive Officer, Hans-Joachim Watzke, at a joint press conference in Dortmund earlier today.
"We're absolutely delighted that we have been able to extend our partnership with Borussia Dortmund in the long-term and that we will continue to work closely with this great club in the future. BVB is a perfect fit for our brand, because it credibly represents what has made and will continue to make Opel stand out: peak performance combined with accessibility," said Keller. "Furthermore, we greatly appreciate the trusting and professional cooperation we enjoy with Hans-Joachim Watzke and his whole team, and we are excited about the coming years together."
Opel and BVB kicked off their partnership in 2012. According to studies conducted by the market research institute Nielsen Sports together with TU Braunschweig, this sponsorship is regarded by football enthusiasts as one of the most credible and sustainable in German football. The partnership has therefore made a significant contribution to the positive development of the Opel brand over the course of the last five years. "Opel has been a football sponsor for more than 30 years and has, in the process, demonstrated in impressive fashion how to successfully build partnerships in sports," declared Watzke.
Alongside shirt sleeve sponsoring, Opel will receive other rights too. For example, plans have already been made to involve the club more heavily in brand communication in Germany in the future, which could mean, among other things, players and other leading figures at the club appearing in Opel TV adverts. In addition, Opel will increase its commitment in the areas of family and youth as a partner of the BVB Soccer School and the presenter of the BVB Family Cup.