Borussia Dortmund has announced a major sponsorship change, replacing long-time front-of-shirt partner Evonik with Vodafone Germany for the 2025/26 season.
The new Vodafone deal runs for a minimum of five years, while Evonik will continue their relationship with the club as a Champion Partner after nearly two decades on the famous yellow jersey. No value was given for the Vodafone deal.
Both parties are positioning this as more than traditional sponsorship. Marcel de Groot, CEO of Vodafone Germany, described the collaboration as representing “a joint ambition for excellence.”
“This partnership is not just a sponsorship – it’s a statement for growth and the coming together of two internationally recognised brands. We are proud to become part of the BVB family,” de Groot said.
BVB CEO Hans-Joachim Watzke highlighted the significance of securing such a major commercial deal in challenging economic times: “That we’ve been able to bring such a prestigious partner on board during financially challenging times brings us great satisfaction.”
The Evonik partnership has proven highly successful for both parties. The specialty chemicals company was relatively unknown outside Germany before the sponsorship began, but has since gained significant international recognition.
“In the world of football today, 20 years is an unusually long time for a sponsorship,” said Norbert Ness, head of strategic communications at Evonik. “We want the positive experiences we’ve gained from this partnership to continue contributing to Evonik’s commercial success.”
BVB managing director Carsten Cramer praised the adaptability of the relationship: “This partnership is a blueprint for successful sponsorship in sport. The fact that it continues despite economic challenges shows the strength of our cooperation.”
The arrangement demonstrates how long-term sponsorship relationships can evolve, and grow rather than simply end, while Vodafone’s entry reinforces football’s continued position as a premium marketing platform.
Insideworldfootball.com
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