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BVB extends partnership with marketing agency Lagardère

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Eight-time German Bundesliga champions Borussia Dortmund have prematurely extended their long-standing partnership with marketing agency Lagardère Sports until 30 June 2026.

“We’re delighted to have found a very good solution that is in the interests of Borussia Dortmund and enables us to continue our cooperation with a reliable, competent and strong partner in the long-term,” explained Chief Executive Officer Hans-Joachim Watzke. He continued: “For years, we’ve been growing in all areas of revenue. In the field of sponsoring, we will soon be crossing the revenue threshold of EUR 100 million for the first time.”

“Lagardère Sports will continue to market Borussia Dortmund’s national and international advertising, media and hospitality rights, although as of July 2020 this will be under significantly improved conditions for BVB. From that point onwards, the marketing agency will also no longer participate in the proceeds from centrally marketed media rights,” said Thomas Treß, BVB’s Chief Financial Officer, citing what is for the club another important argument for the extension of the cooperation.

Additionally, Carsten Cramer, the BVB Director for Sales & Marketing, underlined the importance of “Lagardère Sports’ global distribution structures, which will be helpful to Borussia Dortmund as the club continues to internationalise. In our target markets of Asia and America in particular, we still see significant potential for further growth in the coming years.”