SBC News Voice of the Sports Betting Industry
Polish bookmaker STS has announced a new sponsorship agreement with 2024 Champions League finalists Borussia Dortmund.
The deal marks the first time a Poland-based bookmaking company has partnered with a football club on such a level.
STS will receive exclusive rights to use the team’s BVB logo in the Polish market, branding itself as its regional partner, together with exclusive use of unique content materials for BVB fans.
The likeness of the club’s players can also be used in promotional material for the STS brand, as well as for fan-focused contests on social media.
Additionally, STS will have brand visibility on LED banners across the stadium during every Borussia Dortmund game in the Bundesliga broadcasted in Poland.
Radim Haluza, CEO of STS, said: “Borussia Dortmund is a big brand in world sports, and at the same time a club that has a very large community in Poland, for whom we will prepare a series of surprises and custom and unique activities.
“Polish fans of BVB associate a lot of positive, sporting memories with the club because Lewandowski, Piszczek and Błaszczykowski played for the club.
“We want to take advantage of this positive sentiment and excitement for the benefit of the STS brand and our customers, while showing that our sponsorship commitment will continue to grow. This partnership opens up new opportunities for us and will certainly strengthen STS’s image as a leader in the Polish market.”
Carsten Cramer, BVB Managing Director, added: “We feel connected to the people in Poland and are very happy to work together with STS as a regional partner.
“The farewell match of our two Polish legends Jakub Blaszczykowski and Lukasz Piszczek is a great start to our partnership. Together we have planned many activities for the BVB fans in Poland.”
What’s more, STS will also become the regional partner of the farewell game of Polish football legends Łukasz Piszczek and Jakub Błaszczykowski.
Paweł Sikora, Head of PR Sponsorship at STS, concluded: “The agreement with Borussia Dortmund is the first step that will allow us to once again make STS’s presence in the sponsorship market stronger through a creative and out-of-the-box approach to our concluded agreements.
“As a market leader, we want to establish partnerships with the biggest brands, and the agreement with Borussia Dortmund fits perfectly into this.”
