Lebara, a migrant-focused MVNO, made a deal with Borussia Dortmund football club to sponsor it.
A year-long sponsorship deal between the German football club and Lebara was announced on May 22. Just couple of days before Borussia played in Champions League finals and ended up as the second team in Europe. It is an unprecedented move by Lebara, which has never sponsored any international football club. No details were revealed but the MVNO suggested that apart from standard advertising on stadium banners and players’ endorsement it will also launch a new Borussia-branded PAYG SIM card for fans of the German club.
David Moffatt, Lebara’s Group CEO, explained why they have decided to sponsor Borussia Dortmund out of all European football teams by saying it will be a perfect platform to tap into the migrant community in Germany. Lebara, being a MVNO that focuses on providing pay as you go sim cards to foreign nationals, sees Borussia as a multinational team which fan base in 60% consists of foreigners. Moreover, many of the key players come from countries which match Lebara’s customer profile. This may also be a way to increase their brand awareness in countries such as Turkey, Croatia or Poland – as a lot of Borussia’s fans are from those states.
Hans Joachim Watzke, CEO from Borussia Dortmund, said “This is a fantastic opportunity for our club and we are proud to have been selected as Lebara’s first partner in the competitive world of international football. This marks the start of what we hope will be a long and successful partnership which will help grow both our brands in key markets in Europe and beyond”.