October 7: Borussia Dortmund have signed a five-year partnership with Panasonic Heating & Cooling Solutions that runs until 2031 and puts the Japanese company to work at the club’s facilities, while also making Panasonic an official club partner.
The focus is on energy efficient heating, cooling and air conditioning at the Dortmund facility. SPORTFIVE negotiated the deal.
The partnership will begin with pilot projects testing Panasonic heat pumps, air conditioning and refrigeration systems at various club facilities. The aim is to modernize Dortmund’s infrastructure and support its decarbonisation goals.
“Borussia Dortmund is much more than a football club. BVB represents excitement, solidarity and a unique bond between the team and the fans,” said José Manuel Alves, Panasonic Regional Director for Germany, Austria, Switzerland, UK and Ireland. “With our technologies, we aim to help make the club’s infrastructure more sustainable and support its decarbonisation goals.”
Benedikt Scholz, Director of Internationalization and Business Partnerships at Dortmund, said: “In Panasonic, we have found a partner who shares our ambitions and supports us on this journey with innovative technologies. Together, we want to show that football can have an impact far beyond the pitch. This is precisely where the strength of this partnership lies.”
It follows a broader shift in purpose-driven sponsorship strategies. More brands are selling clubs’ operational services, such as energy, technology and infrastructure, rather than paying for visibility alone. For clubs with aging facilities and growing sustainability commitments, these deals can save money as well as bring it in.
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