Opel and Borussia Agree Long-term Contract Extension


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[Image: opel_news.jpeg]

New deal: Jürgen Keller, Opel Executive Director Sales, Marketing and Aftersales Germany, and Borussia Dortmund Managing Director Hans-Joachim Watzke announced that the successful partnership between club and carmaker has been extended to 2022 at least.

[Image: opel_news1.jpeg]

On display: Borussia Dortmund players Julian Weigl, Marcel Schmelzer and Roman Bürki (from left to right) proudly show the Opel Blitz now on the club’s shirt.

  • The beautiful game: Opel long-term partner of top-class football
  • Back on the shirt: Opel now also sleeve sponsor of German Cup holders
  • Expanded cooperation: Opel strategic partner of Borussia Dortmund
Rüsselsheim/Dortmund. Opel and Borussia Dortmund have extended their successful partnership by a further five years and will expand the cooperation. The Opel logo will feature on the sleeve of the Borussia Dortmund shirt as of the 2017/18 Bundesliga season and the company is now part of the German Cup winners’ group of strategic partners. Unlike the three other strategic BVB partners – main sponsor Evonik, supplier Puma and Signal Iduna who hold the naming rights to the stadium – Opel will not become a shareholder. Instead the strategic approach foresees closer ties with Borussia Dortmund in the areas of communication and activation. This was announced by Jürgen Keller, Opel’s Executive Director Sales, Marketing and Aftersales Germany, and BVB Managing Director Hans-Joachim Watzke at a press conference held in Dortmund earlier today.

The partnership between Opel and Borussia Dortmund started in August of 2012 and according to studies conducted by market research institute Nielsen Sports and the Technical University Braunschweig is rated as one of the most believable and sustainable partnerships in German football. Therefore, this partnership also forms a key component of Opel’s positive brand development in the last five years.

“We are delighted that we have been able to agree a long-term extension to our cooperation with Borussia Dortmund and that we will enjoy even closer ties with this great club going forward. Borussia are a perfect match for our brand because they stand for the same things as Opel does – outstanding performances and approachability. In addition, we appreciate the trusting and professional cooperation with Hans-Joachim Watzke and his entire team and we are already excited to see what the coming years will bring,” said Jürgen Keller.

Hans-Joachim Watzke also stressed the importance of the long-term agreement between club and carmaker. “We are proud to have found our fourth strategic partner in Opel – this shouldn’t be taken for granted in these fast-moving times. Our understanding of strategic mainly means pursuing the same goals together and in close cooperation. Opel have impressively demonstrated how to successfully align partnerships in sport with their commitment to international football sponsoring over the course of the last 30 years. We are looking forward to the future with Opel, a brand that like us is becoming stronger and has products that meet the demands of the world today.”

Apart from appearing on the BVB shirt sleeve, Opel will receive additional rights and also be able to offer a string of further services together with the club. Agreements especially linked to the digital area have been signed – these will enable Opel to enjoy a direct dialogue with the club’s supporters. It is also planned for the club to play a much bigger part in Opel’s national brand communication. This includes players featuring in the carmakers TV adverts. Furthermore, Opel will intensify its commitment to the areas ‘family’ and ‘grassroots’ as a partner of the BVB Soccer School and as presenter of the BVB Family Cup.

Today’s agreement with Borussia Dortmund marks the next step in Opel’s commitment to football. In Germany, Opel will focus its efforts on its partnerships with Dortmund and 1. FSV Mainz 05. Opel holds the naming rights to the OPEL ARENA in Mainz until 2021 at the least. Furthermore, the carmaker enjoys a successful partnership with brand ambassador and Liverpool manager Jürgen Klopp. Elsewhere, Opel has been a long-standing partner of reigning Dutch champions Feyenoord Rotterdam while Opel’s sister brand Vauxhall is lead sponsor of the English, Welsh, Scottish and Northern Irish national teams.

Source: Opel and Borussia Agree Long-term Contract Extension

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