In a strategic alignment of sport and sustainability, Swedish electric vehicle (EV) innovator Polestar has announced a multi-year partnership with Borussia Dortmund (BVB), becoming the club’s official mobility partner and exclusive sleeve sponsor through the 2027–28 season.
The collaboration, facilitated by global sports marketing agency SPORTFIVE, is set to redefine how elite clubs approach mobility and environmental responsibility.
The Deal: Performance Meets Purpose
Beginning with the 2025–26 season opener, Polestar’s branding will be featured on Dortmund’s matchday jerseys across all major competitions — including the Bundesliga, DFB-Pokal, and UEFA Champions League.
However, this partnership extends far beyond jersey sponsorship. Polestar will supply 60 fully electric vehicles to be used by Dortmund’s players, coaches, and executives. This initiative directly supports the club’s growing efforts to lower its carbon footprint and embrace eco-conscious practices across operations.
The EV fleet was already active during Dortmund’s pre-season training camp in Austria, setting a clear tone for the season ahead.
Voices Behind the Partnership
Michael Lohscheller, CEO of Polestar, emphasized the strategic importance of this collaboration:
“Germany is crucial to our growth in Europe. With Borussia Dortmund, we’ve found a progressive, emotionally connected partner. This partnership is about more than exposure — it’s about proving that electric mobility is desirable, high-performance, and sustainable.”
Hans-Joachim Watzke, CEO of Borussia Dortmund, added:
“Polestar impressed us with both their sustainability ethos and sleek Swedish design. This is a true synergy between ambition and action.”
Carsten Cramer, BVB’s Managing Director, noted the enthusiasm within the club after test-driving Polestar’s vehicles:
“You could feel the excitement from our professionals. Polestar’s dynamic energy aligns perfectly with BVB’s competitive mindset.”
Why This Partnership Matters
This is more than a badge on a sleeve — it’s a strategic alliance at the intersection of sport, mobility, and climate leadership. Dortmund is leveraging its cultural footprint to spotlight eco-conscious innovation, while Polestar gains a platform to showcase its EV performance to a global football audience.
Both brands signal that sustainability is not an afterthought — it’s the new standard.
365247 Consulting: What This Means for Brands and Clubs Alike
At 365247 Media, we work at the cutting edge of sports, brand strategy, and sustainability-driven partnerships. Polestar x Dortmund isn’t just a sponsorship deal — it’s a blueprint for how modern brands and sports entities can collaborate with authenticity and impact.
We help brands:
- Identify sports properties that align with their ESG values
- Craft commercial strategies that balance exposure with purpose
- Activate partnerships through data-backed storytelling and fan engagement
- Navigate evolving expectations around sustainability in global sport
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IMAGE: Sportfive
