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Dortmund extends Lagardère Sports deal

The Lagardère Sports agency has renewed its marketing partnership with German Bundesliga football club Borussia Dortmund.

The two parties first teamed up in 1999 and the new long-term deal will run until June 30, 2026.

Lagardère Sports will continue to broker commercial partnerships for Dortmund with the hope of further raising the club’s brand and profile.

Dortmund chief executive Hans-Joachim Watzke said: “We’re delighted to have found a very good solution that is in the interests of Borussia Dortmund and enables us to continue our cooperation with a reliable, competent and strong partner in the long term. For years, we’ve been growing in all areas of revenue. In the field of sponsoring, we will soon be crossing the revenue threshold of €100m (£88m/$119m) for the first time.”

The club’s chief financial officer, Thomas Treß, added: “Lagardère Sports will continue to market Borussia Dortmund’s national and international advertising, media and hospitality rights, although as of July 2020 this will be under significantly improved conditions for BVB. From that point onwards, the marketing agency will also no longer participate in the proceeds from centrally marketed media rights.”

Dortmund’s director for sales and marketing, Carsten Cramer, said the club is expecting significant growth in its target markets of Asia and America in the coming years.

Dortmund’s Signal Iduna Park stadium (pictured) has a capacity of 81,000 and is widely regarded as one of the most atmospheric grounds in European football.

Image: Urby2004