RIESEN candy, owned by Storck in Germany, is teaming up with German powerhouse football club, Borussia Dortmund (BVB) for an exciting 2-year partnership.
As exclusive regional partners, RIESEN will have co-branded content on BVB’s popular English-language social channel @BlackYellow on Instagram and Twitter (3M+ followers), virtual LED-panel ads at each of the 17 home matches, rights to BVB player and team imagery and to develop and distribute licensed product, plus fan-viewing events and more.
Kelly Cook, Vice President Marketing at Storck, said this about the partnership, “The passionate fan base of BVB aligns with our RIESEN consumer well and, as interest in the Bundesliga in the U.S. continues to grow, the opportunity to tap into our German heritage and create relevance for RIESEN through BVB’s popularity was very motivating. Of course, the chance color resemblance between RIESEN and BVB’s black and yellow was great too!”
Benedikt Scholz, BVB’s Head of International & New Business, echoed the excitement around the partnership, ‘’We very much look forward to the partnership with RIESEN. As Borussia Dortmund continues to go strong in the U.S market, we want to give our U.S. fans one more reason to celebrate every BVB game and event. We are anticipating to engage with RIESEN’s wide consumer base.’’
RIESEN was Germany’s very first wrapped and branded candy originally introduced in the 1930s as the Storck 1 Pfennig RIESEN. Borussia Dortmund also dates back to the early 20th century and today has won eight German League titles and five German Cup victories. BVB has also won the European Cup Winners’ Cup in 1966, the Champions League in 1997 and the International Cup (World Cup Championship) in that same year.
The RIESEN/BVB partnership launches on July 1st and is managed and supported by creative advertising agency Pahnke in Chicago and the commercial global sports business agency SPORTFIVE.