Borussia Dortmund and ATLAS Extend Strategic Partnership Until 2030 with Multi-Sport Expansion.

Roger Hampel

Photo Credit: Borussia Dortmund (BVB)

Borussia Dortmund (BVB) has extended its long-standing commercial partnership with ATLAS, the Dortmund-based safety footwear manufacturer, through to 2030. The agreement marks a significant upgrade in scope, elevating ATLAS to the club’s “Champion Partner” tier and extending visibility across multiple sports, including BVB’s women’s football, handball, and table tennis teams.

The announcement was made by BVB’s top executives Hans-Joachim Watzke and Carsten Cramer, alongside Hendrik Schabsky, ATLAS CEO and fifth-generation leader of the family-owned business.

From Regional Partner to Brand-Building Powerhouse

ATLAS has been part of the BVB sponsorship portfolio since 2016, and the collaboration has become known for its shared values of authenticity, tradition, loyalty, and unity. The iconic “Malocher 09” safety shoe in BVB design and the brand’s stadium advertising presence have made ATLAS a recognizable figure among fans.

Now, as Champion Partner, ATLAS will benefit from enhanced:

• Stadium visibility at SIGNAL IDUNA PARK

• Digital activation across BVB platforms

• L-Frame branding on televised match broadcasts via Sky and DAZN

• Broadened presence across women’s and amateur sport disciplines

  
  

This elevation supports ATLAS’s core business goal: to increase brand awareness in Germany and across European markets, leveraging BVB’s international reach and media footprint.

“We want to grow together – especially internationally,” said Hendrik Schabsky, ATLAS CEO. “BVB’s rising relevance abroad through elite sporting performance and strong brand management is exactly the platform we want to align with.”

Expanding Beyond Men’s Football Borussia Dortmund ATLAS

A notable evolution of the partnership is its extension into BVB’s women’s football team, the women’s handball team, and the table tennis division, further embedding ATLAS within the club’s multi-sport framework.

This expansion underlines a joint commitment to equality in elite sport, with ATLAS supporting increased visibility and diversity in disciplines often underserved by major sponsors.

“We aim to promote diversity and reach new audiences through visibility in women's and other sports,” Schabsky added.

For BVB, the expanded deal reflects its intent to offer partners cross-platform integration and access to multiple touchpoints beyond matchday advertising, a trend increasingly seen among top-tier football clubs with multi-sport entities.

Long-Term, Values-Based Sponsorship

The agreement aligns with broader commercial trends where clubs and sponsors seek deeper, long-term brand alignment rather than short-term transactional exposure. By embedding in community and multi-discipline sports, ATLAS is positioning itself as a purpose-driven partner invested in BVB’s wider sporting ecosystem.

Carsten Cramer, BVB Managing Director of Sales & Marketing, emphasized the continuity and depth of the partnership:

“ATLAS and BVB not only share the same hometown, but nearly a decade of collaboration. Now we move into the next chapter — across multiple sports, with fresh ideas and renewed energy.”