Borussia Dortmund Extends Partnership with schauinsland-reisen Until 2028

Dortmund, Germany – August 2025 – Borussia Dortmund has confirmed the early renewal of its long-standing sponsorship with schauinsland-reisen, one of Germany’s largest tour operators. The agreement will now run through the end of the 2027/28 Bundesliga season, reinforcing a collaboration that has become a cornerstone of the club’s fan engagement strategy.

Shared Values and Long-Term Commitment

The partnership between BVB and schauinsland-reisen is built on trust, reliability, and shared values — particularly in supporting families, youth initiatives, and digital engagement. Over the years, the travel company has been a key presenter of flagship events such as the club’s annual season opener and the world’s largest Christmas carol singing event at SIGNAL IDUNA PARK.

In addition, schauinsland-reisen serves as the shirt sponsor for Borussia Dortmund’s eFootball team and frequently engages fans through creative activations, contests, and giveaways.

Executive Insights

“Schauinsland-reisen is a reliable partner who shares our values and with whom we’ve created countless emotional moments for our fans. Extending this partnership is a strong sign of continuity and trust,” said Carsten Cramer, Managing Director of Borussia Dortmund.

“This collaboration is a prime example of a true partnership. Together, we develop creative concepts that go far beyond classic sponsorship — with a clear focus on families, youth, and digital formats like eFootball,” added Thomas Joos, Executive Vice President at SPORTFIVE, Team Borussia Dortmund.

“For us, this partnership is far more than traditional sponsorship. We share values such as closeness, passion, and family friendliness. That’s why we’re very pleased to continue this successful collaboration in the long term,” commented Gerald Kassner, Managing Director at schauinsland-reisen.

“BVB is a strong partner with huge appeal – both regionally and internationally. Together, we aim to continue creating special experiences for fans and inspiring younger audiences in particular,” said Steffen Kassner, Managing Director at schauinsland-reisen.

Marketing Activations and Fan Engagement

The renewed deal will see schauinsland-reisen maintain a visible presence across BVB’s matchday environment, digital channels, and community events. With a focus on family-friendly experiences and youth engagement, the collaboration will continue to deliver large-scale activations that strengthen Borussia Dortmund’s bond with supporters worldwide.

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