Roger Hampel
Photo Credit: BVB
Borussia Dortmund has extended its partnership with TENWAYS, marking the third consecutive year of collaboration between the Bundesliga club and the Amsterdam-based e-bike brand. Since 2023, TENWAYS has been a BVB partner, primarily focusing on stadium advertising, digital campaigns, and in-stadium promotions.
Expanded Activation and Increased Visibility Borussia Dortmund TENWAYS
With the renewed agreement, the partnership is set to expand beyond its initial scope, with TENWAYS increasing its presence in SIGNAL IDUNA PARK, BVB’s Fan World, and club stores. The updated deal includes:
Increased branding at Borussia Dortmund’s home stadium through prominent advertising placements.
More extensive integration into BVB’s digital channels with co-branded content.
E-bikes available at Borussia Dortmund’s training facilities for players and staff.
Promotional activations at the club’s season-opening event, including stadium campaigns and LED perimeter advertising.
BVB CEO Carsten Cramer highlighted the expanded collaboration, stating:
"We are pleased to extend our partnership with TENWAYS and take our collaboration to the next level in the third year. E-bikes will be even more integrated into the BVB experience, with increased visibility in the stadium, fan shops, and digital platforms."
Why TENWAYS Is Strengthening Its Connection with BVB
TENWAYS, a rapidly growing e-bike brand, sees the Borussia Dortmund partnership as an opportunity to expand its presence in the German market and strengthen brand visibility among a football-focused audience.
Amir Fazeli, General Manager of TENWAYS, emphasized the shared values between the two organizations:
"We are proud to continue our partnership with BVB, built on shared values and commitment to our communities. Our connection with Borussia Dortmund is strong and resilient, allowing us to support each other."
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