Borussia Dortmund sign ‘100 million euro’ extension of Signal Iduna naming rights until 2031

  • Signal Iduna will retain stadium signage and promotion across all club assets
  • The stadium deal is one of Dortmund’s biggest commercial deals after shirt sponsors and technical partner

German soccer giants Borussia Dortmund have extended their stadium naming rights deal with national insurance brand Signal Iduna until 2031.

The Dortmund-based company has been an official club partner since 1974 and acquired the naming rights to the club’s Signal Iduna Park in 2005. With a capacity of over 81,000, the stadium is Germany’s largest stadium .

As Dortmund’s premier partner, Signal Iduna also benefits from promotion of the club’s assets, including its TV channel, online platforms, matchday programs and pitchside LED signs.

The value of the deal has not been disclosed, but German publication Bild reports the renewal is worth 100 million euros ($112.3 million) over the life of the contract.

The stadium naming rights partnership is exceeded in value only by the club’s shirt sponsor and technical partners. Dortmund earns 40 million euros ($44.3 million) a year from its shirt sponsorship deals with 1&1 and Evonik, while sportswear brand Puma pays more than 31 million euros (34, $4 million) a year to provide club clothing.

“Our partnership with BVB underlines our ambition, which we also pursue in our relationships with our customers: we want to be a long-lasting and reliable partner,” said Ulrich Leitermann, Managing Director of Signal Iduna.

“We are proud to be able to continue our common journey for at least another nine years. We look forward to some exciting games at Signal Iduna Park and wish the team and all the fans great days ahead at the most beautiful stadium in the world.

Hans-Joachim Watzke, Managing Director of Borussia Dortmund, added: “Signal Iduna is not only Dortmund’s largest private employer, but also a very reliable partner for us, who have supported BVB in good and bad times. times.”

He added: “The global Covid pandemic has meant that many industries – including football – have faced difficulties. The fact that Signal Iduna has once again shown such commitment to our partnership in the midst of this difficult situation shows how much appreciation there is on both sides.

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