BVB and Puma: Mega contract by 2034-300 million euros for BVB!

BVB and Puma: Mega contract by 2034-300 million euros for BVB!

Dortmund, Deutschland - Borussia Dortmund is about to be a new mega deal with Puma, which could extend the collaboration by 2034. The planned contract is extremely lucrative and is intended to secure an annual sponsorship volume of up to 30 million euros to the football club. Over the entire term of the new deal, revenue of around 300 million euros could flow into the BVB coffers. BVB managing director Hans-Joachim Watzke has set itself the goal of concluding the contract before his announced withdrawal in 2025. This increases the pressure to act for a quick agreement, since the current contract with Puma actually runs until 2028.

Negotiations on the contract extension have now been completed, and the last hurdle for the successful completion of the talks has been overcome. According to Derwesten.de there were internal power struggles and a change of management at PUMA, which no longer stopped. Puma, who has been the supplier of Borussia Dortmund since 2012 and also plays an important role as a shareholder, could also pay a “signing fairy” of over 25 million euros that could already flow into the current financial year of BVB.

complications and transparency

Watzke is not only the managing director of Borussia Dortmund, but also has a license agreement with Puma through his own company, the Watex Schutz-Kleidungs-GmbH, which has existed since 2017. This company sells work clothing with the Puma logo and was recently able to record 20 percent sales, of which part of the success of the partnership is attributed to Puma. However, the BVB has established internal regulations to avoid conflicts of interest to ensure a clear separation between the interests of the Watzke company and those of the association. Watzke himself emphasizes that he has no operational role in the Watex because the management is taken over by his family.

The situation raises questions about transparency and possible conflicts of interest. However, the association has rejected criticism of Watzke's double role. A spokesman said that the license agreement and the supplier deal are independent of each other. The fact is, Watzke has repeatedly emphasized that the cooperation with Puma goes beyond ordinary sponsorship and this offers BVB a special stability that is necessary in today's business.

Although the focus is on Borussia Dortmund, the case can also be used as a reflection for the challenges in sponsorship and the changes in the sports world. Experts such as Stephan Althoff, CEO of "S20 - The Sponsors' Voice", point out that sponsors have to deal with political and ethical issues more and more, which also affects relationships with sports associations and clubs. Developments in Dortmund and Puma are therefore not only important for those involved, but are also in the context of a general transformation in the sponsorship area.