"On Saturday, Hans-Joachim Watzke, Chairman of the BVB Management Board, Carsten Cramer, Managing Director Sales & Marketing and Hendrik Schabsky, fifth-generation CEO at ATLAS, shook hands: Dortmund-based safety shoe manufacturer ATLAS has not only extended its long-standing partnership with BVB until 2030. With immediate effect, it will also continue as a Champion Partnership.
Since its launch in 2016, the cooperation between ATLAS and BVB has developed into an established partnership. Shared values such as authenticity, tradition, loyalty and cohesion have welded ATLAS and its home club closely together. Football fans are therefore already familiar with ATLAS from the perimeter advertising at SIGNAL IDUNA PARK, the digital advertising measures and the iconic ‘Malocher 09’ safety shoe in the BVB design.
The two Dortmund originals are now working even more closely together. As a Champion Partner, ATLAS is intensifying its visibility in the stadium and increasing its digital reach. ATLAS will now also be shown on L-frames during broadcasts of BVB matches on SKY or DAZN in order to increase TV presence and brand awareness. The aim of the partnership remains to sustainably strengthen the brand awareness of the ATLAS brand.
"We are delighted to be supporting BVB even more intensively in the future. We want to grow together - especially internationally," says ATLAS CEO Hendrik Schabsky. "BVB is also becoming increasingly relevant abroad thanks to its top sporting performances and outstanding brand management. We want to utilise this appeal to make ATLAS even better known, especially in Europe. The partnership will contribute significantly to this goal. Not only with the professional footballers, but also with the BVB women, the handball ladies and the table tennis team."
In order to promote equality in competitive sport, ATLAS has entered into a partnership with the BVB women and BVB handball players. These also run until 2030. ‘We want to create visibility and promote diversity,’ explains Hendrik Schabsky. "Both by strengthening women's sport and by engaging in diverse disciplines that deserve more attention. This provides new impetus for our brand: ATLAS can increase its reach, tap into new target groups and raise its profile."
Carsten Cramer adds:
"We not only share the same home with ATLAS, but also almost ten years of successful collaboration. Now we are entering the next round together - from now on in several sports and with many exciting ideas. Thank you for the many years of trust. We look forward to everything that is yet to come!"