The Bundesliga team, Borussia Dortmund (BVB) have developed a sponsorship deal with the Polish bookmaker, STS.
The sponsorship agreement establishes STS as the club’s regional partner in Poland, with the bookmaker acquiring exclusive rights to utilise the BVB emblem and fan engagement content items.
Borussia Dortmund have enjoyed a renaissance on and off the pitch in recent years, finishing second in the Bundesliga in the 2022–23 season and reaching the UEFA Champions League Final in the 2023-24 season.
Carsten Cramer, BVB Managing Director, said, “We feel connected to the people in Poland and are very happy to work together with STS as a regional partner. The farewell match of our two Polish legends Jakub Blaszczykowski and Lukasz Piszczek is a great start to our partnership. Together we have planned many activities for the BVB fans in Poland.”
Collaborating with one of Germany’s most successful football teams will be critical to STS’ marketing plan in Poland. The Bundesliga is a popular competition in Germany’s eastern neighbour, Poland. The championship has included renowned Polish players, such as Łukasz Piszczek and Jakub Błaszczykowsk, who STS owns the rights to use in marketing efforts.
Radim Haluza, CEO of STS, said, “Borussia Dortmund is a big brand in world sports and at the same time, a club that has a very large community in Poland, for who we will prepare a series of surprises and customs and unique activities. Polish fans of BVB associate a lot of positive, sporting memories with the club because Lewandowski, Piszczek and Błaszczykowski played for the club.
“We want to take advantage of this positive sentiment and excitement for the benefit of the STS brand and our customers while showing that our sponsorship commitment will continue to grow. This partnership opens up new opportunities for us and will certainly strengthen STS’ image as a leader in the Polish market.”
Earlier this month, Dortmund also announced StarGames as a premium partner in a multi-year deal.