Polestar Becomes Official Mobility Partner of Borussia Dortmund in Three-Year Sponsorship Agreement.

Roger Hampel

Image: BVB

Electric vehicle manufacturer Polestar has signed a three-year partnership with Borussia Dortmund, becoming the official mobility partner of the Bundesliga club starting with the 2025/26 season. As part of the agreement, the Polestar logo will appear on the sleeve of BVB’s official kits in all competitions, including the Bundesliga, DFB-Pokal, and UEFA Champions League.

Entry into German Football as Brand Awareness Strategy

The partnership marks a significant move by the Swedish-based EV company to expand its visibility in Germany — Europe’s largest car market. It aligns with Polestar’s broader efforts to establish a stronger commercial presence in the region by leveraging professional football’s high visibility and cultural relevance.

Michael Lohscheller, CEO of Polestar, positioned the collaboration as part of a wider brand offensive:

“Germany is key to our growth strategy in Europe. With Borussia Dortmund, we’ve found an emotional and progressive partner to help accelerate awareness of Polestar as a performance EV brand.”

Sleeve Sponsorship and Integrated Activation Polestar Borussia Dortmund

The agreement includes prominent jersey branding, as well as visibility on pre-match apparel and digital and physical assets around Signal Iduna Park. Polestar will also activate through events, product exposure, and vehicle test drives in collaboration with BVB.

The partnership officially kicks off during BVB’s season opener against Juventus this Sunday, when the team will debut the Polestar-branded sleeve.

Operational Partnership: EV Fleet Deployment

Polestar will provide Borussia Dortmund with a fleet of 60 electric vehicles, which will be used by the club’s first team, management, and staff. The deployment has already begun, with players and personnel using the vehicles during the team’s pre-season training camp in Austria.

This step reinforces both organizations’ public commitment to sustainability and emissions reduction, with Borussia Dortmund increasingly integrating environmental goals into its off-pitch strategy.

Aligning Football and Future Mobility

Prior to the public announcement, BVB players including Jobe Bellingham, Pascal Groß, and Daniel Svensson participated in test drives of the Polestar 5, a GT model set to launch officially at IAA Mobility 2025 in Munich.

Hans-Joachim Watzke, CEO of Borussia Dortmund, emphasized Polestar’s appeal beyond environmental values:

“Polestar is a modern company with a strong design identity and performance focus. It fits the ambition and values of Borussia Dortmund on and off the pitch.”