Borussia Dortmund welcomed a new addition to its Polish marketing strategy via an agreement with STS, the country’s largest betting firm.
The sponsorship deal names STS the regional partner of the football club in Poland, with the bookmaker gaining exclusive rights to use the BVB logo and fan engagement content material.
BVB has been enjoying a resurgence on and off the pitch in recent years, coming second place in the German Bundesliga in 2022/23 – narrowly missing a chance to claim the title – and fifth in 2023/24. The latter season also saw the club appear in the Champions League final.
“We feel connected to the people in Poland and are very happy to work together with STS as a regional partner,” remarked Carsten Cramer, BVB Managing Director.
“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.”
Partnering with one of Germany’s biggest football teams will play a significant role in STS’ marketing strategy in Poland.
The Bundesliga is a widely followed league in Poland, Germany’s eastern neighbour. The league has counted some prominent Polish talent over the years also, with STS gaining the rights to utilise two of Dortmund’s Polish players in marketing campaigns – Łukasz Piszczek and Jakub Błaszczykowsk.
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.”
