Borussia Dortmund Extends Regional Partnership with KOBLER in Vietnam Through 2025/26.

Roger Hampel

Photo Credit: Borussia Dortmund (BVB)

Borussia Dortmund (BVB) has officially extended its regional partnership with KOBLER, a Vietnam-based quartz flooring company, for the 2025/26 season. This marks the continuation of a collaboration that began during the final stretch of the 2023/24 campaign, and which has since covered the full 2024/25 season.

The agreement is part of BVB’s broader international commercial strategy aimed at expanding brand visibility and fan engagement across Southeast Asia, with Vietnam identified as one of the club’s key growth markets.

Partnership Overview and Strategic Goals

KOBLER became BVB’s first commercial partner in Vietnam — a market that has seen growing Bundesliga and UEFA Champions League viewership in recent years. As BVB maintains a strong presence in European competitions, including reaching the Champions League quarterfinals and qualifying for the revamped FIFA Club World Cup, its visibility in global markets like Vietnam has only increased.

The extended partnership allows KOBLER to further align its brand with the club’s reputation and tap into BVB’s fanbase and content platforms in the region.

Carsten Cramer, Managing Director of Borussia Dortmund, commented:

“As our first commercial partner in Vietnam, one of our target markets, the cooperation with KOBLER is particularly important to us. Our partnership is based on similar values that both brands strive for: Success and reliability.”

Market Relevance and Local Activation Borussia Dortmund KOBLER

KOBLER Vietnam, known for its quartz flooring solutions inspired by German engineering, has used the partnership as a brand alignment tool, positioning itself alongside a globally respected football brand.

The extension supports continued regional activation, including:

• Branded campaigns and product tie-ins for local audiences

  
  

• Hospitality programs and BVB fan engagement activities in Vietnam

  
  

• On-ground activations, especially during key Bundesliga and Champions League matches

  
  

Toan Vu, CMO of KOBLER Vietnam, stated:

“We’re extremely proud to have been a part of the BVB family since last year. We look forward to using our continued partnership with BVB to deliver exciting experiences for fans in the region.”

His comments followed a recent visit to Dortmund for the BVB Partners’ Workshop, an annual gathering where brand collaborators explore best practices for market development and sponsorship activation.

Borussia Dortmund’s Asia Strategy

This renewed partnership reinforces BVB’s emphasis on Southeast Asia as a long-term commercial and fan engagement territory. The club has previously launched initiatives in markets such as Indonesia, China, Thailand, and Singapore, using regional partnerships to drive:

• Content localization

  
  

• Youth development collaborations

  
  

• Strategic media and retail alliances

  
  

The cooperation with KOBLER highlights a B2B sponsorship model focused not just on consumer branding, but also on shared values and business-to-business visibility.