Accompanying women on their individual journey and as a community: this is the idea on which the partnership between Borussia Dortmund and CLARINS is founded. The cosmetics brand has been the main and kit sponsor of the BVB women since the 2023/24 season.
In this Success Story:
The starting point
The BVB women have been promoted three times in a row since the team’s formation in October 2020 and are in the Westfalenliga, the fourth league in German women’s football, for the 2024/25 season. The family-run company CLARINS has been by their side as main and kit sponsor since the 2023/24 season. Thomas Riede, General Manager of CLARINS Germany, explains the vision behind the collaboration: “We care deeply about assisting women with beauty-related matters and being by their side throughout their life. For this reason, we’re proud to be supporting this group of unique women on their target-driven journey. The partnership between BVB and CLARINS is bolstered by shared values such as loyalty, authenticity and responsibility.”
The solution
The two generational brands have partnered under the motto #HEARTBEATS. CLASINS focuses its cooperation on digital content: BVB’s female footballers and their personal stories are showcased via various storytelling formats on social media.
Even at the start of the 2023/24 season, CLARINS boosted its brand visibility as a kit sponsor for the first and second teams at home and away games. Plus, the cosmetic brand enjoyed an advertising integration as a presenter of the four-episode BVB documentary on Sky.
Svenja Schlenker, Director of the Women’s Football Department at BVB: “Having CLARINS by our side as our main and kit sponsor is a wonderful source of support. This partnership marks a major step forward for our BVB women and underscores our joint commitment to promoting and strengthening women in sport. CLARINS shares our values and our vision – which makes our collaboration particularly valuable. Together, we’ll keep working on taking women’s football to the next level and building on our twin successes.”
The results after a season as main and kit sponsor
30.8 %
CLARINS’ brand awareness among fans of BVB women (compared to 25.8% in the nationally representative target group)
17.5 %
of BVB women fans state that they have used CLARINS products previously (compared to 10.9% in the nationally representative target group)
4.9 %
increase in the use of CLARINS products among fans of BVB women within one season (compared to 12.6% in the previous year)
We’ve been accompanying BVB women on their journey to success for a year now. We’re proud of our partnership and delighted by these positive results. They confirm the value of our unique collaboration.
Thomas Rieder, General Manager of Clarins GmbH
Impressions of the partnership
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