Borussia Dortmund has announced the extension of its long-running partnership with Coca-Cola through 2028, reaffirming one of the Bundesliga’s most iconic brand alliances.
The deal ensures Coca-Cola will remain a premium partner of the club, continuing to serve and supply non-alcoholic beverages across all areas of Signal Iduna Park — both in VIP lounges and public concourses — during home games and third-party events. Beyond product rights, Coca-Cola retains strong brand visibility, hospitality assets, ticketing, and promotional rights as part of the extended agreement.
“Borussia Dortmund stands for passion, authenticity, and a unique fan culture — values that we at Coca-Cola wholeheartedly share,” said Andreas Laub, Head of Partnerships & Assets at Coca-Cola Europacific Partners Deutschland.
“This partnership is built on mutual trust and shared ambition to create extraordinary fan experiences.”
Strategic Expansion Despite a Mixed Season
This announcement arrives on the heels of Dortmund qualifying for the 2025/26 UEFA Champions League, following a strong finish in a turbulent domestic season. The club’s financial growth has mirrored its on-pitch performance:
- €510 million in total revenue for the 2023/24 season
- €44.3 million in profit — a 366% increase YoY
- Boosted by a run to the Champions League final (vs. Real Madrid)
The Coca-Cola deal further strengthens Dortmund’s commercial engine, joining:
- A five-year shirt sponsorship with Vodafone (2025–2030)
- A regional partnership with Vietnamese brand Kobler
- A US-market initiative via Sports Endeavors
Brokered by Sportfive, Dortmund’s exclusive marketing partner through 2031, this renewal positions Coca-Cola as a consistent commercial pillar in the club’s evolution.
Long-Term Local = Long-Term Global
At 365247 Consultancy, we see this extension as a masterclass in legacy brand integration and stadium commercialisation. Here’s why it matters:
Venue Exclusivity Drives ROI
Coca-Cola’s pour rights and presence across all stadium events (not just BVB matchdays) enable year-round consumer access, creating economies of scale.
Foundational Partnerships = Long-Term Fan Trust
In volatile performance cycles, it’s partnerships like Coca-Cola’s — built on authenticity and scale — that anchor the club’s brand stability and reliability for fans.
Global Brands, Local Strongholds
While Coca-Cola is a global entity, Dortmund’s stadium-level presence ensures the brand remains hyper-local, tapping into the emotional rituals of fandom. For rights holders, this proves that local activation still wins in a globalised world.
The Champions League Effect
Strong UCL runs do more than drive revenue — they revive legacy partnerships, attract global interest, and reignite domestic sponsor negotiations.
At 365247 Consultancy, we help clubs, leagues, and global brands design high-impact commercial frameworks — from stadium activations to regional brand integrations.
Let’s build your strategy. Book an introductory call here.
