The DAB brand of the Radeberger Gruppe is the new international partner of Borussia Dortmund. DAB was presented as the “International beer partner of BVB” at the match against Bayern Munich on 30 November.
The partnership of BVB and DAB includes international image rights, virtual advertising boards in the target market of North America and involvement in BVB's digital media presence. The beer brand will also be integrated into international Black & Yellow fan events.
“The partnership between Borussia Dortmund and DAB brings together two strong brands from our hometown. Together, we are looking to expand our presence in North America and carry the spirit of Dortmund across the Atlantic,” said BVB managing director Carsten Cramer.
“For many years, there has already been a very strong and trusting partnership between our two companies in Germany. That is why I am even more pleased that we will now work together on an international stage, to raise awareness for the DAB brand on a global scale and delight fans from all over the world with great football and delicious DAB,” said Jörg Peter, head of sales & marketing, who is responsible for the international business operations of the Radeberger Gruppe.
