Borussia Dortmund top-up Effect deal
Effect initially partnered with the Bundesliga runners-up for the second half of last season. The new agreement sees the drinks brand become a premium partner, gaining additional branding in the team’s Westfalenstadion home stadium on match days, including for televised games.
Effect has also secured exclusive energy drinks serving rights at Dortmund’s stadium, where its products will be on offer throughout the venue. Additionally, the two parties will work together on promotional and advertising materials, which will be used across their digital platforms and in the club’s official magazine.
As well as Dortmund, Effect partners with German second-tier soccer clubs Arminia Bielefeld and SC Paderborn, but the deal with Dortmund, who narrowly missed out on the top-flight title to Bayern Munich and will compete in the Champions League, represents a step up in potential brand reach.
The energy drink, which says it generates an annual revenue of more than €200 million (US$225 million), also has a presence in the gaming market. It is an official partner of VfL Wolfsburg esports, supplying its products to players and having branding on jerseys, as well as holding meet and greet events.
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