Football match - Unanticipated arrangement: Rheinmetall supports Borussia Dortmund
Just before the highly anticipated Champions League final, Borussia Dortmund secured a big sponsorship deal with defense contractor Rheinmetall. On Wednesday, they announced the partnership, with Rheinmetall set to support the Westphalian team for the upcoming three years. While the financial details of the deal have been kept under wraps, it is reportedly a significant amount per year. This partnership includes prime advertising spots, marketing rights, event and hospitality perks at the stadium, and on club grounds. Rheinmetall will now be known as the "Champion Partner" of BVB, acting as their biggest financial backer.
BVB Readies for Criticism
BVB CEO Hans-Joachim Watzke explained the decision to focus on protecting the pillars of democracy with this new partnership. He acknowledged that the deal might attract criticism but is making himself and Borussia Dortmund open to a discussion about it. Rheinmetall's CEO, Armin Papperger, shared his happiness with the collaboration, stating that the two entities align well in terms of their ambitions, attitudes and origins.
Timing Couldn't Be Worse
This partnership announcement comes at a paricularly sensitive time ahead of the Champions League final against Real Madrid this Saturday. BVB sports director Sebastian Kehl opined that the emphasis should be placed solely on the match itself. "I'd rather we concentrate on this game," he said.
A Rare Sponsorship Move
This may be the first time a weapons company has sponsored a Bundesliga football club. The German Association of Security and Defense Industries (BDSV) has no knowledge of any similar occurrence. BDSV's managing director, Hans Christoph Atzpodien, commended the decision: "Sponsorship is a way to prove to a large segment of the population that weapons are not unappetizing but an integral part of our reality enabling us to live in peace and freedom."
Federal Economics Minister Robert Habeck also weighed in on the partnership. "This is an unusual move for Rheinmetall, but it shows where we stand," said the Green politician in Berlin. "We are always in touch with Rheinmetall to ensure the company produces even more ammunition to help Ukraine." Habeck, the minister responsible for arms exports, highlighted the altered situation in the world that no longer permits the "previously established and understandable restraint" with regards to the arms industry. "This sponsorship reflects a piece of the reality of our time's shift."
Government Officials React
The Federal Ministry of the Interior, responsible for sports, refused to comment on the Rheinmetall-BVB deal. Their spokesperson stated, "We do not comment on the sponsorship agreements of sports clubs."
However, Sascha Wagner of the Left Party voiced strong opposition, calling the deal a "dirty trick." He asserted, "The arms manufacturer earns its money on death." Concerns over the arms industry were also raised by North Rhine-Westphalia's Economy Minister Mona Neubaur of the Greens. "The public perception of the company has changed in the past two years - even for me. We need companies like Rheinmetall to defend our democracy and freedom in case of emergencies. However, the arms industry is not just any other industry, and I understand why some fans have mixed feelings about this sponsorship."
Mixed Reactions From the Public
The relationship was met with apprehension from certain fans and societal segments. The German Peace Society - United Peace Activists initiated an online petition, requesting the BVB to end the sponsorship and demanding a "Red Card for the advertising deal." They stated, "An arms manufacturer as a sponsor does not align with the values Borussia Dortmund - and football in general - represents." Angry reactions poured in on social media, while satirical party Die Partei published a photomontage showcasing a tank on a soccer field, captioned "BVB - we don't just score goals."
Rheinmetall's Past Sponsorships
The Rheinmetall arms manufacturer has previously diped its toes into sports sponsorship, currently serving as a sponsor for the handball club Bergischer HC from Solingen near Düsseldorf. This new partnership with Champions League finalists BVB takes their sports sponsorship to a new level. 1 [Citation needed]
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Germany's top armaments producer, Rheinmetall, is seeing remarkable growth with its 30,000 employees, thanks to the Russian invasion of Ukraine. This conflict has driven skyrocketing demand for ammo, tanks, and anti-aircraft weapons. In 2022 alone, the company's order backlog has climbed by roughly €10 billion to reach €24 billion. Sales are projected to rise to €10 billion this year, more than double the amount recorded before the Ukraine war (€5.7 billion). Furthermore, the stock price has spiked over five times since February 2022. Rheinmetall is pivotal in Ukraine's defense, supplying vast amounts of military equipment, with the federal government covering the costs.
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- Hans-Joachim Watzke, the CEO of Borussia Dortmund (BVB), cited protecting the pillars of democracy as the reason behind the partnership with Rheinmetall, despite anticipating criticism.
- North Rhine-Westphalia's Economy Minister Mona Neubaur acknowledged the necessity of companies like Rheinmetall for defending democracy, but expressed mixed feelings about the sponsorship due to societal perceptions.
- The German Peace Society – United Peace Activists initiated an online petition demanding BVB to end the sponsorship, stating that an arms manufacturer does not align with the values of the club and football in general.
- Federal Economics Minister Robert Habeck commended the partnership, noting that no longer allows for the "previously established and understandable restraint" with regards to the arms industry.
- BVB sports director Sebastian Kehl requested a focus on the upcoming Champions League final against Real Madrid, preferring to disregard the partnership announcement amidst the hype.
- Armin Papperger, the CEO of Rheinmetall, expressed his delight with the collaboration, stating that the two entities share similar ambitions, attitudes, and origins.
- The German Association of Security and Defense Industries (BDSV) has no prior knowledge of a similar sponsorship between a weapons company and a Bundesliga football club.
- Düsseldorf-based handball club Bergischer HC is currently a sponsored partner of Rheinmetall, marking the company's past engagement in sports sponsorship.
- The timing of the partnership announcement by Rheinmetall and BVB was criticized by Sascha Wagner of the Left Party, who called it a "dirty trick."
- The alliance between BVB and Rheinmetall, a leading armaments group, comes as a result of the significant market demand for military equipment in response to the Russian invasion of Ukraine, which has boosted the company's sales and stock price.
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