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SBD Global/May 23, 2013/Marketing and Sponsorship

Borussia Dortmund Signs Deal With British Telecom Company Lebara Mobile For '13-14

British telecom company Lebara Mobile "has signed a sponsorship deal" with Bundesliga club and Champions League finalist Borussia Dortmund that "will see its branding displayed" at the club's home ground, according to Paul Withers of MOBILE NEWS. The agreement, which goes into effect in July, is Lebara's first sponsorship of an int'l football team. Lebara said that "as a central hub linking Western and Eastern Europe, Germany is an important destination for migrant communities." The company added that it selected Borussia Dortmund because 60% of the team’s followers "come from outside of Germany." It hopes that this "will help it increase engagement levels with existing customers, as well as attract new customers both within Germany and further afield" (MOBILE NEWS, 5/22). TELECOM HANDEL's Boris Boden reported the one-year deal between Dortmund and Lebara for the '13-14 season "was brokered by marketing company SPORTFIVE" (TELECOM HANDEL, 5/21).
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