Polish bookmaker STS has agreed a sponsorship deal with 2024 UEFA Champions League finalists Borussia Dortmund.
The agreement marks the first deal of its kind in the Polish sports betting market and gives STS the exclusive right to use Dortmund’s logo and player images for marketing purposes in the country.
STS will also benefit from branding at Dortmund’s Signal Iduna Park stadium during every Dortmund Bundesliga game that is broadcast in Poland.
The partnership includes the upcoming legends match featuring two former Dortmund and Poland internationals, Łukasz Piszczek and Jakub Błaszczykowski, which is set to be played at the Signal Iduna Park on 7 September.
Radim Haluza, chief executive of STS, said: “Borussia Dortmund is a big brand in world sports, and at the same time a club that has a very large community in Poland, for whom we will prepare a series of surprises and custom and unique activities.
“Polish fans of BVB associate a lot of positive, sporting memories with the club because Lewandowski, Piszczek and Błaszczykowski played for the club.
“We want to take advantage of this positive sentiment and excitement for the benefit of the STS brand and our customers, while showing that our sponsorship commitment will continue to grow. This partnership opens up new opportunities for us and will certainly strengthen STS’s image as a leader in the Polish market.”
Carsten Cramer, managing director of Borussia Dortmund, said: “We feel connected to the people in Poland and are very happy to work together with STS as a regional partner.
“The farewell match of our two Polish legends Jakub Blaszczykowski and Lukasz Piszczek is a great start to our partnership. Together we have planned many activities for the BVB fans in Poland.”
Paweł Sikora, head of PR and sponsorship at STS, added: “The agreement with Borussia Dortmund is the first step that will allow us to once again make STS’s presence in the sponsorship market stronger through a creative and out-of-the-box approach to our concluded agreements.
“As a market leader, we want to establish partnerships with the biggest brands, and the agreement with Borussia Dortmund fits perfectly into this.”
Shares in STS parent Entain plc. (LSE:ENT) were trading 0.88 per cent higher at 645.00 pence per share in London Friday afternoon.