July 26 – Borussia Dortmund has added sweet (candy) brand RIESEN to its North American sponsorship portfolio in a two-year deal.
RIESEN’s package includes co-branded content on BVB’s English-language social channel @BlackYellow on Instagram and Twitter (3 million+ followers), virtual LED-panel ads at each of the 17 home matches, rights to BVB player and team imagery and to develop and distribute licensed product,
The RIESEN brand is owned by Storck in Germany. Kelly Cook, Vice President Marketing at Storck, said: “The passionate fan base of BVB aligns with our RIESEN consumer well and, as interest in the Bundesliga in the US continues to grow, the opportunity to tap into our German heritage and create relevance for RIESEN through BVB’s popularity was very motivating.
“Of course, the chance color resemblance between RIESEN and BVB’s black and yellow was great too!”
Benedikt Scholz, BVB’s Head of International & New Business, said:“As Borussia Dortmund continues to go strong in the U.S market, we want to give our US fans one more reason to celebrate every BVB game and event. We are anticipating to engage with RIESEN’s wide consumer base.’’
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