Two iconic sports brands who, up until now, were only unite through their shared colours, have joined forces for a partnership unlike any they have had before. Bundesliga side Borussia Dortmund link up with NFL team Pittsburgh Steelers to produce joint activities, content and fan engagement initiatives for both clubs.
Football and American football don’t share many qualities other than the name, so it is rare that you see a club from each sport want to cross over the pond for a partnership. This is where Borussia Dortmund and the Pittsburgh Steelers come in. Two clubs who were once only bonded by their distinct shared colours of black and yellow, they have now come together as a way of boosting each clubs’ efforts in each other’s markets through joining activities, extended content and finding new ways to gain fan engagement. This becomes the first-ever partnership of its kind for the two clubs, who share a rich history and known for their ‘die for the badge’ fans.
In 2024, the Steelers received a licence from the NFL for Germany as part of the leagues Global Markets Program, allowing the club to partake in partnerships throughout Germany. At a similar time, Dortmund announced the opening of its first U.S office in New York, so it was perfect timing for the two to now cross bridges and link up. This partnership had already played its part through business collaborations, with Dortmund hosting a Steelers staff member at a recent business summit in Germany. As well as this, the steelers are due to host their first ever German-based flag football clinic which will take part at the BVB Football Academy.
“The partnership with Borussia Dortmund, the first-of-its-kind for the Steelers organization, builds off the deep connections both of our teams have with the communities we represent, as well as our shared values, rooted in our industrial pasts, of hard work, determination and a winning spirit,” said Pittsburgh Steelers Director of Business Development and Strategy, Dan Rooney. “We look forward to what’s next as we support each other’s success in reaching fans in new markets and raising the profiles of the cities we call home.”
Adds Marc Lingenhoff, Managing Director for BVB Americas, Inc., “Borussia Dortmund and the Pittsburgh Steelers share more than colors - we share the commitment to bring sports and culture together through the power of our brands. We are rooted in history, and bonded by tradition. When exploring various expansion opportunities for BVB in the United States, we saw the Steelers as the ideal partner with tremendous success on the field, as well as a legacy of excellence off the field. Known for its resilience and community-first approach, the Steelers are a cornerstone of Pittsburgh’s identity - and the same can be said for BVB in our Dortmund community as well. We are proud and excited to bring this synergistic partnership to life on the global stage, with the fan at the center of everything we do.”
To celebrate the partnership, BVB hosted a Steelers delegation visit to Dortmund with Miles Killebrew (two times Pro Bowler) to experience the incredible atmosphere at Signal Iduna Park and it’s world-famous ‘Yellow Wall’ first-hand. Back in December 2024, the Steelers welcomed BVB to Pittsburgh for a home game at the Acrisure Stadium. Former Dortmund player Patrick Owomoyela, a life-long Steelers fan, had the opportunity to link up with Super Bowl MVP Santonio Holmes. There were also chances to swap jerseys and collaborate on content.
“I was blown away by my experience at Dortmund,” said Killebrew. “From the minute we arrived at Signal Iduna Park, it was clear to me how special an organization BVB is. From the ‘Yellow Wall’, to the atmosphere and the fans, it was a memorable day for me and I look forward to returning someday. It will be exciting to see the relationship between the Steelers and BVB grow in the future.”
We look forward to seeing this partnership grow...
