Borussia Dortmund has signed a five-season partnership with Panasonic Heating & Cooling Solutions Europe, extending through 2031. The agreement will focus on infrastructure modernisation, energy efficiency and decarbonisation initiatives across selected club facilities.
Under the deal, Panasonic becomes an Official Partner of the Bundesliga club. The partnership combines commercial sponsorship rights with plans to assess energy-efficient heating, air conditioning and cooling technologies for use across Borussia Dortmund’s facilities.
Pilot projects to explore energy-efficient systems
The two organisations plan to explore pilot projects involving heat pumps, air conditioning and cooling systems. The initiatives are intended to improve building efficiency, modernise infrastructure and support the club’s broader sustainability objectives.
The projects could also provide practical examples of how energy-efficient building technologies can be implemented at professional sports facilities. Their eventual impact will depend on the systems selected, their implementation and the results of performance assessments.
José Manuel Alves, regional director for Germany, Austria, Switzerland, the UK and Ireland at Panasonic Heating & Cooling Solutions, said the company aims to help make Borussia Dortmund’s infrastructure more sustainable and support its decarbonisation targets.
Benedikt Scholz, Borussia Dortmund’s director of internationalisation and commercial partnerships, said Panasonic shared the club’s ambitions and would support its efforts through innovative technologies.
Sponsorship tied to operational needs
The agreement reflects a partnership model in which a sponsor’s products and technical expertise are linked directly to a club’s operational requirements, rather than focusing solely on brand exposure.
For Borussia Dortmund, the collaboration could create opportunities to improve energy performance across selected facilities. For Panasonic, it offers a professional sports environment in which to assess the application of its heating and cooling technologies.
The five-season term provides a framework for the organisations to develop projects over time and evaluate their contribution to the club’s infrastructure and sustainability goals.