German football club Borussia Dortmund has signed a sponsorship deal with hair care brand Gard, while Bundesliga rival Hertha Berlin has extended its partnership with state lottery company Lotto.
Dortmund’s partnership with Gard commences with the 2017-18 season and will grant the company brand exposure at the club’s Signal Iduna Park stadium.
Gard will have its own studio set up at the stadium for Dortmund’s first home game of the season. The two parties will work together on youth initiatives, while Dortmund-branded hair products will also be released.
The deal was brokered by the Lagardère Sports agency, Dortmund’s exclusive commercial partner.
The length of Hertha’s new partnership with Lotto, meanwhile, was not disclosed. Lotto will continue to receive advertising exposure at Hertha’s Olympiastadion, as well as other marketing rights.