Borussia Dortmund Restructures Sponsorship Deal with Evonik After Two Decades.

Roger Hampel

Photo Credit: Borussia Dortmund

After nearly 20 years as Borussia Dortmund’s front-of-shirt sponsor, German specialty chemicals company Evonik is stepping into a new role as Champion Partner, redefining one of the longest-running commercial relationships in European football.

While the brand will no longer appear on BVB’s kits, the two organisations are extending their partnership for another five years, shifting the focus toward sustainability, health, global brand positioning, and employer branding.

From Shirt Sponsor to Strategic Partner Borussia Dortmund Evoni

This transition represents an evolution — not a conclusion. Evonik, which began its sponsorship in the mid-2000s, has been a core part of Borussia Dortmund’s identity through Bundesliga titles, German Cup victories, and two UEFA Champions League final appearances.

Throughout the partnership, Evonik evolved from a relatively unknown name into a globally recognised brand, supported by BVB’s domestic and international reach.

Long-Term Sponsorship as Corporate Strategy Borussia Dortmund Evonik

Norbert Ness, Head of Strategic Communications at Evonik, reflected on the significance of the relationship:

“In the world of football today, 20 years is an unusually long time for a sponsorship. We want the positive experiences we’ve gained from this partnership to continue contributing to Evonik’s commercial success.”

The new structure reflects a broader trend in football partnerships: prioritising strategic alignment and brand activation over pure logo visibility.

Key Areas of Focus in the New Agreement

While financial details remain undisclosed, the renewed agreement will centre around:

• Sustainability initiatives

• Health and innovation-related projects

• International visibility through BVB’s global tours

• Engagement with the football academy and e-sports programmes

• Strengthening Evonik’s employer brand positioning across key markets

A Modern Sponsorship Model

BVB Managing Director Carsten Cramer emphasised the mutual respect and adaptability between the two brands:

“This partnership is a blueprint for successful sponsorship in sport. The fact that it continues despite economic challenges shows the strength of our cooperation.”

As sponsorships become more fluid, Evonik’s move from shirt sponsor to strategic partner could serve as a model for how legacy relationships can evolve without ending.