October 7 – Borussia Dortmund have signed a five-year partnership with Panasonic Heating & Cooling Solutions that runs through 2031 and puts the Japanese company to work on the club’s facilities, while at the same time making Panasonic an official partner of the club.
The focus is energy-efficient heating, cooling and air conditioning across Dortmund’s sites. SPORTFIVE brokered the agreement.
The partnership will start with pilot projects testing Panasonic heat pumps, air conditioning and cooling systems at several club facilities. The aim is to modernise Dortmund’s infrastructure and support its decarbonisation targets.
“Borussia Dortmund is far more than just a football club. BVB stands for emotion, solidarity and a unique bond between the team and the fans,” said José Manuel Alves, Panasonic’s regional director for Germany, Austria, Switzerland, the UK and Ireland. “With our technologies, we aim to help make the club’s infrastructure more sustainable and support its decarbonisation targets.”
Benedikt Scholz, Dortmund’s director of internationalisation and commercial partnerships, 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. That is precisely where the strength of this partnership lies.”
It follows a wider shift in purpose-driven sponsorship strategies. More brands are now selling clubs operational services, such as energy, technology and infrastructure, rather than paying only for visibility. For clubs with ageing facilities and growing sustainability commitments, those deals can save money as well as bring it in.
Contact the writer of this story at nick.webster@insideworldfootball.com
