Borussia Dortmund Secures Multi-Year Partnership with DEWALT

Dortmund, Germany – July 1, 2025 – Borussia Dortmund has signed a new multi-year agreement with DEWALT, the professional tools brand of Stanley Black & Decker, making DEWALT an Official Partner of the Bundesliga club. The collaboration unites two brands renowned for performance, resilience, and precision in their respective fields.

Partnership Scope and Activation Rights

Under the agreement, DEWALT will gain extensive sponsorship rights across SIGNAL IDUNA PARK on matchdays, including prominent placement on in-stadium advertising boards. The deal also grants DEWALT a wide range of digital and communication rights, enabling direct engagement with BVB’s global fanbase.

Key elements of the activation plan include:

• Matchday Branding: Visible DEWALT branding across stadium assets during Borussia Dortmund home games.
• Digital Content: Co-branded campaigns and storytelling across BVB’s online channels.
• Hospitality & Events: Premium hospitality services and the use of BVB’s facilities for DEWALT-led events and training sessions.
• Fan Engagement: Interactive experiences designed to connect DEWALT’s craftsmanship values with BVB’s passionate supporters.

Shared Values: Performance, Precision, and Passion

Carsten Cramer, Managing Director at Borussia Dortmund, highlighted the synergy between the brands: “DEWALT is a globally recognised leader in professional tools, known for quality and innovation. By working together, we aim to create impactful projects that inspire our fans and partners alike.”

Jürgen Titz, Managing Director of Stanley Black & Decker Germany GmbH, emphasised the cultural fit: “BVB’s tradition, perseverance, and high-performance mentality perfectly align with DEWALT’s DNA, built on hard work and excellence.”

David Osbourne, Vice President Commercial Excellence EMEA-ANZ, added: “We’re proud to partner with such an iconic club that mirrors our brand values – not only in performance and determination, but even in the black-and-yellow colours and the legendary Yellow Wall.”

Upcoming Fan-Focused Initiatives

In the months ahead, Borussia Dortmund and DEWALT will roll out a series of marketing activations, blending stadium experiences, social media content, and community-driven campaigns. These initiatives aim to bring the partnership to life and strengthen the bond between fans, the club, and the DEWALT brand.

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