Ethnic MVNO to have its branding displayed in club’s stadium in Germany as it continues to drive its business in Europe
Lebara Mobile has signed a sponsorship deal with German football club and Champions League finalists Borussia Dortmund that will see its branding displayed in its home stadium.
The agreement, which goes live in July, is the ethnic MVNO’s first sponsorship of an international football team. Lebara said as a central hub linking Western and Eastern Europe, Germany is an important destination for migrant communities.
The sponsorship will be centred around the North Rhine-Westphalia region, the most populated area in Germany for both migrant and native communities. According to Germany’s National Office for Statistics, 186,000 of the 1.08 million migrants who came to Germany moved to this region.
The company added that it selected Borussia Dortmund because 60 per cent of the team’s followers come from outside of Germany. It hopes this will help it increase engagement levels with existing customers, as well as attract new customers both within Germany and further afield.
Lebara Group CEO David Moffatt said: “Our partnership with one of the world’s top international football clubs provides a valuable platform for our business to further extend its reach into the migrant community in Germany – our fastest-growing region, but also to tap into other migrant hotspots elsewhere in Europe”.