Just in time for the start of the 2020/2021 Bundesliga season, ROWE MINERALÖLWERK GMBH has extended its commitment to Borussia Dortmund ahead of schedule. Thanks to the contract extension, the Worms-based lubricant manufacturer will remain a Champion Partner of the black and yellows until 30 June 2025. The contract extension was arranged by SPORTFIVE and adjusted in line with the experience gained and the company's goals.
ROWE MINERALÖLWERK GMBH has been an official partner of BVB since 2017. Right from the start of the partnership, it was clear that Borussia Dortmund's attractiveness and reach are an ideal catalyst for raising awareness of the company at national and international level.
In the talks, the sports business agency SPORTFIVE, together with ROWE and BVB, developed a comprehensive and innovative "four pillar concept", which includes comprehensive action in the areas of nationality, internationality, digitisation and sustainability. In this way, the partnership will continue to grow in the coming years.
In the course of the commitment brokered by SPORTFIVE, ROWE will be presented as a Champion Partner in the coming years on various logo and image rights, important TV highlights in the stadium (LED strips, cam-carpets, backdrops, etc.) as well as virtual perimeter advertising in all feeds (South East Asia, Americas, E/ME/A, South Asia and D/A/CH). In addition, ROWE will not only be increasingly involved in the communication of BVB's digital media, but will also deploy an international package and be represented, for example, as a partner of the international BVB summer tours. The partnership will also be visible at the international matches of the BVB legends and via the Chinese channels focusing on team captain, Marco Reus. As of the 2021/2022 season, ROWE will also become the official sustainability partner of BVB. In the coming months, an agenda with defined topics and project priorities will be drawn up in this regard.
Carsten Cramer, managing director of Borussia Dortmund, said: "We would like to thank ROWE for the trust they have placed in us – especially in these challenging times. We appreciate this very much and look forward to continuing to work together. We will do everything we can to continue this success story."
Dr. Alexandra Kohlmann and Michael Zehe, managing directors of ROWE MINERALÖLWERK GMBH, added: "Five more years with BVB. That sends a very clear signal to our global customers: we are constantly improving our name recognition. In recent years, we have developed a strong and important partnership with Borussia Dortmund, expanded our reach and carried out several campaigns. We are therefore confident that BVB will continue to be the right partner for ROWE and we look forward to further cooperation. The new common goals are intended to penetrate even deeper into the markets and to further strengthen our brand internationally. In particular, in the role of the official sustainability partner, we will show how excellently lubricants and sustainability can go hand in hand on the market."
Thomas Joos, executive director of SPORTFIVE at Team BVB, rounded off the announcement, saying: "We are very pleased about the early extension with ROWE as Champion Partner of BVB. Especially in the current times, this five-year contract is also a strong signal and commitment from ROWE to the partnership with BVB. We are sure that we will achieve the goals we have set together once again with the jointly developed 360-degree concept, which is based on four different pillars, namely the strong reach of national communication, targeted international communication, innovative and individual digital communication as well as contemporary, sustainable communication."