Borussia Dortmund Announces Regional Partnership With ROBINSON Targeting South Korea.

Roger Hampel

Image: Borussia Dortmund

Borussia Dortmund has signed a regional partnership with ROBINSON, appointing the premium holiday brand as its Official Regional Partner in South Korea. The agreement is focused on expanding the club’s commercial presence in one of its most established international markets while aligning with a partner operating in the travel and hospitality sector.

The deal reflects Dortmund’s continued emphasis on regionalised partnerships, designed to activate specific markets through locally relevant strategies rather than relying solely on global sponsorship structures.

Leveraging Established Market Presence in South Korea Borussia Dortmund

South Korea represents a mature international market for Dortmund, supported by a strong legacy of Korean players who have featured for the club, including Lee Young-pyo, Park Joo-ho and Ji Dong-won.

This existing connection provides a foundation for commercial activation, allowing the club to build campaigns that resonate with local audiences through familiarity and historical relevance. The partnership is expected to incorporate digital engagement, content activation and the involvement of former players to strengthen the connection between the club and its Korean fanbase.

Travel and Football Convergence

ROBINSON operates within the premium holiday segment and brings a portfolio that includes resort destinations relevant to Asian travel patterns, particularly Vietnam, which has seen growing demand from Korean tourists.

The agreement also includes support for the BVB International Academy by Park Joo-ho, connecting the partnership to youth development initiatives. This adds a structural layer to the collaboration, combining commercial activation with grassroots engagement.

By integrating academy activity, Dortmund reinforces its presence in the local football ecosystem while creating additional touchpoints for fan interaction and brand exposure.

Executive Comments

Benedikt Scholz, Director Commercial Partnerships & International at Borussia Dortmund, emphasised the shared positioning of the partnership, speaking via the club’s official communication:

“We share a vision of connecting people through passion, hospitality, and football… we look forward to creating unforgettable moments for our fans and ROBINSON’s guests.”