BVB seal another drinks deal – but many fans miss out | OneFootball

Borussia Dortmund is continuing to expand its drinks offering at Signal Iduna Park. After Guinness, another well-known brand is now being added — though not for all BVB fans.

A lot is happening when it comes to the drinks selection at Signal Iduna Park. Borussia Dortmund is once again expanding its range and will now work with Captain Morgan. The famous rum brand belongs to beverage group Diageo and is also expected to generate additional revenue for BVB.

However, not all stadium visitors will benefit from the new addition. According to information from Ruhr Nachrichten, Captain Morgan will be available exclusively in the hospitality areas of Signal Iduna Park. Two products are planned there: alongside “Captain Morgan Original Spiced Gold,” the non-alcoholic version “Captain Morgan 0.0” will also be offered. For BVB, the partnership also appears to be financially attractive.

According to the report, the annual volume of the partnership is in the high six-figure range. This allows the Bundesliga club to further expand its sponsorship activity around catering for its business and VIP guests. Signs that something was brewing between BVB and Captain Morgan had already been visible in Dortmund. A large wall mural appeared on Kleine Beurhausstraße, showing the well-known figure from the spirits brand in a black-and-yellow football look.

Captain Morgan at BVB: What’s behind the new deal

The image is accompanied by the slogan “Dortmund sails with a new captain.” The motif is part of the campaign surrounding the partnership. The new partner also fits BVB’s strategy of increasingly focusing on internationally recognized brands in its marketing. At the same time, Dortmund is working to expand its offering for hospitality guests. The partnership with Captain Morgan combines both aims.

Photo: IMAGO

This is already the second change to the drinks offering at Signal Iduna Park in a short period of time. Previously, Borussia Dortmund had expanded its existing partnership with the Radeberger Group. As a result, Guinness will also be served in the stadium in future alongside Brinkhoff’s. At the same time, beer prices at BVB have gone up.

While Guinness is offered to a large share of stadium visitors, Captain Morgan will initially remain reserved for a smaller group. Anyone wanting to try the rum drink at the stadium will need access to the business or VIP areas.

This article was translated into English by Artificial Intelligence. You can read the original version in 🇩🇪 here.