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Opel steps up as Dortmund sleeve sponsor

German car manufacturer Opel has expanded its partnership with Borussia Dortmund to become the Bundesliga football club’s sleeve sponsor.

The five-year deal will run until 2022 and will grant Opel brand exposure on the left sleeve of Dortmund’s shirts.

Opel will also benefit from other rights and communications, with Dortmund players to feature in the company’s television commercials.

In addition, Opel will support the BVB-Fußballschule youth initiative and the BVB Family Cup.

Opel first partnered with Dortmund in 2012.

Meanwhile, Dortmund's Bundesliga rival Werder Bremen has named existing partner, hotel operator H-Hotels, as its sleeve sponsor for the new campaign. H-Hotels last month became the sleeve sponsor of Borussia Mönchengladbach.

The German Football League (DFL) announced in December 2015 that clubs would be free to pursue shirt-sleeve sponsors for the 2017-18 season after electing to end its central marketing approach for branding on that area of teams’ jerseys.

Logistics service provider Hermes held rights to the area under a four-and-a-half year contract that expired at the end of the 2016-17 season, with its branding having appeared on the sleeves of all players in the top-tier Bundesliga and second-tier 2.Bundesliga.

In other news, Bundesliga club RB Leipzig has extended its partnership with fashion label Ego_Ist.

The company will continue to serve as the club’s fashion partner until next summer after the two parties signed a new one-year deal.

Ego_Ist will continue to provide clothing for the first team and staff working in hospitality areas at the Red Bull Arena, Leipzig’s home stadium. The company will also benefit from LED advertising exposure during matches.