HAMBURG: Borussia Dortmund and Lagardère Sports have extended their long standing marketing partnership until 30th June 2026.
The sports rights agency has since 1999 been the exclusive marketing partner of the eight-time German football champions, and since then has been responsible for all the club’s marketing activities.
With the new sales partnership that will commence in July 2020, Borussia Dortmund and Lagardère will jointly pursue the ambitious growth targets of the Bundesliga team in the commercial arena.
“We are delighted to have reached an excellent solution in the spirit of Borussia Dortmund, and at the same time, to be able to continue to implement the collaboration with a reliable, competent and strong partner in the long term,” says Hans Joachim Watzke, chairman of the executive board.
He adds: “We have been increasing our revenue for years in all fields of income. This year, the sponsorship segment is likely to exceed the 100 million euro revenue threshold.”
“Lagardère Sports will continue to market the national and international advertising, media and hospitality rights of Borussia Dortmund, but from July 2020 at significantly improved conditions for Borussia Dortmund. Also, the marketer will no longer participate in revenues from centrally marketed media rights,” which Thomas Treß, BVB’s financial director, names as the principal arguments for the club’s continuation of the collaboration.
Carsten Cramer, BVB’s director of Sales & Marketing, also stresses: “The worldwide sales structures of Lagardère Sports, which will be helpful to Borussia Dortmund on the path to further internationalisation. Above all in our target markets in Asia and America, we see significant room for further growth in the coming years.”
“Borussia Dortmund is one of Europe’s leading football brands and we look forward to continuing to be able to support BVB in its ambitious growth targets. We are firmly convinced that Lagardère Sports will play a major part in the development of national, international and digital growth fields. By means of close cooperation at the local level and the intensive connection to our worldwide network, we will jointly acquire new partners who can build on the brand promise of Borussia Dortmund, consolidate the national appeal and position of the club, and increase the international reputation”, says Philipp Hasenbein, managing director of Lagardère Sports Germany.
