Borussia Dortmund Announces Vodafone as New Main Sponsor in Multi-Year Deal.

Roger Hampel

Photo Credit: Borussia Dortmund

Borussia Dortmund has announced Vodafone Germany as its new main shirt sponsor, kicking off a minimum five-year partnership set to begin in the 2024/25 season. The deal signals not only a branding shift on the shirt but also a deeper alignment between two high-performance, high-reach brands.

Vodafone replaces Evonik, who will remain as Champion Partner after nearly two decades as the primary shirt sponsor.

A Strategic Alliance Beyond the Shirt Borussia Dortmund Vodafone

Both sides are framing the partnership as more than traditional sponsorship. According to Marcel de Groot, CEO of Vodafone Germany, the collaboration represents 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.”

The partnership is built on shared values — performance, ambition, and connectivity. While BVB has consistently competed at the top of European football, Vodafone continues to lead in network innovation and telecommunications.

Commercial Resilience in a Challenging Market

BVB CEO Hans-Joachim Watzke underlined the significance of closing such a major commercial deal in the current economic climate:

“That we’ve been able to bring such a prestigious partner on board during financially challenging times is something that brings us great satisfaction.”

This move comes at a time when football clubs across Europe are restructuring their sponsorship portfolios to reflect a mix of global brand appeal, digital integration, and long-term value creation. For BVB, landing Vodafone adds both commercial weight and technological relevance to its next chapter.

Deal Structure and Strategic Implications

Although financial terms were not disclosed, the five-year minimum agreement is one of the longest shirt sponsor deals BVB has signed in recent years. The deal is expected to cover:

• Main shirt sponsorship across all domestic and international competitions

• Joint branding initiatives across digital and telecom platforms

• Strategic collaborations in fan engagement, mobile innovation, and matchday experiences

  
  

The partnership also provides Vodafone with visibility in key international markets where BVB enjoys strong brand resonance, including Asia, North America, and the Middle East.

A New Sponsorship Era for BVB

The transition from Evonik to Vodafone marks a generational shift. While Evonik’s 20-year run helped define BVB’s commercial stability, Vodafone’s arrival represents BVB’s alignment with digital transformation and global connectivity trends.

This is not just a change of logo — it’s a new positioning play for Borussia Dortmund as a modern sports entertainment brand rooted in heritage but engineered for the future.

Strategic Takeaways

• Vodafone enters football shirt sponsorship with a long-term commitment to BVB

• Borussia Dortmund upgrades its brand alignment from industrial to digital/tech-focused

• The partnership emphasizes shared values of performance, innovation, and ambition

• In a tightening sponsorship market, BVB secures a globally recognised partner with commercial strength and reach

  
  

With consistent Champions League participation and one of the strongest followings in Europe, Borussia Dortmund remains one of the most investable clubs in the football sponsorship landscape. This latest deal with Vodafone is a reminder that even in volatile times, football remains a premium platform — when the fit is right.