Borussia Dortmund and Pittsburgh Steelers Announce International Strategic Partnership.

Roger Hampel

Photo Credit: Borussia Dortmund

Borussia Dortmund and the Pittsburgh Steelers have entered into a first-of-its-kind transatlantic partnership aimed at strengthening both clubs’ brand positioning and fan engagement in each other’s core markets. The collaboration, rooted in shared values and industrial heritage, was announced following a series of reciprocal visits and joint activations.

The partnership will focus on cross-market fan outreach, content development, and business cooperation, with the goal of reinforcing both brands in the United States and Germany—two key growth territories in global football and American football respectively.

BVB and Steelers to Collaborate on Fan Engagement, Events, and Youth Programming Borussia Dortmund Pittsburgh Steelers

The partnership will feature a broad range of bilateral initiatives, including:

• Joint content production and social media cooperation

• Fan engagement events across both cities

• Flag football and soccer clinics, beginning with a Steelers-led training session at the BVB Evonik Football Academy in April

• Participation in local economic summits and civic exchanges, with Dortmund and Pittsburgh already linked through an official Innovation and Climate Partnership signed in 2022

  
  

This marks the first formal cross-sport collaboration for both clubs and is part of the NFL’s Global Markets Program, under which the Steelers were granted commercial rights in Germany in 2024.

Cultural and Commercial Alignment Between Dortmund and Pittsburgh

More than a branding exercise, the partnership is designed around shared values, including:

• Industrial heritage (both cities historically linked to the steel industry)

• Strong community ties

• A reputation for resilience, tradition, and loyal fan bases

  
  

Dan Rooney, Director of Business Development and Strategy at the Pittsburgh Steelers, highlighted the long-term potential of the initiative:

“This partnership supports our joint mission of reaching new fans and expanding the visibility of both Pittsburgh and Dortmund as global sports cities.”

A Cross-Market Expansion Strategy for Borussia Dortmund

The announcement comes as Borussia Dortmund expands its international footprint, with its first U.S. office opening in New York in early 2024. The office oversees all commercial activities across the Americas, including brand partnerships, youth academy programs, and regional sponsorships.

According to Marc Lingenhoff, Managing Director of BVB Americas:

“This partnership goes beyond football. The Steelers represent many of the values we share at BVB, and together we aim to bring sport, community, and culture together in a meaningful way.”

Shared Legacy, Shared Audiences

The collaboration not only leverages club synergies but also city diplomacy. Dortmund and Pittsburgh signed an inter-municipal innovation agreement in 2022, with both cities now emerging as technology and research hubs in their respective regions.

The BVB–Steelers partnership is the latest example of how football clubs and American sports franchises are pursuing non-traditional partnerships to activate in new territories, while aligning community outreach with brand development.