The partnership has a term of three years. It allows Rheinmetall to use advertising space with a wide reach, including marketing rights as well as event and hospitality offers in the stadium. For Rheinmetall and BVB, the partnership also serves to initiate a debate on the social relevance of security and defence. Numerous media outlets reported on the “multi-million sponsorship deal”, with many comments (including on social media) discussing the pros and cons. Critics complained that armaments have no place in a football stadium and warned of a militarisation of society.

Prominent voices on the topic

Hans-Joachim Watzke, chairman of the management of Borussia Dortmund, chairman of the management of Borussia Dortmund, told the BILD newspaper: “We are […] at war in Europe. The majority of Germans welcomes the modernisation of the Bundeswehr to protect freedom and democracy. Similarly, there is a clear majority of people who want us to support the Ukraine, which is suffering from Russia’s aggressive war. However, both of these things only feasible with modern defence technology. Where would the Ukraine be today without weapons from the USA and Europe? In other countries, this discourse took place a long time ago. We want to use our partnership to make a small contribution to making it possible here as well. We are well aware that there are different opinions on this topic”.

German Chancellor Olaf Scholz in the ARD TV programme Bericht aus Berlin: “If we want to have a strong Bundeswehr, to be able to defend ourselves against others and thus prevent a war from happening, we need companies that, for example, manufacture arms, and that includes Rheinmetall. In this respect, I have no problem with it.”

Federal Minister for Economic Affairs and Vice Chancellor Robert Habeck: “The fact that Rheinmetall is now sponsoring a football club is indeed unusual at first glance, but it shows our current position. We know, and unfortunately have to admit, that we are in a different, more threatening world”. That is why “the well-practised and understandable restraint” concerning public dealings with the defence industry is no longer tenable or correct.

“It is ok for me that Rheinmetall is supporting Borussia Dortmund,’ said German Defence Minister Boris Pistorius to the Redaktionsnetzwerk Deutschland. The advertising is also “proof of the company’s arrival at the turning point”, he adds. “Defence companies play a role in ensuring a country’s security. Even if some people are still concerned about this idea”.

Whether sports sponsorship, donations for culture and education or initiatives for people in need – Rheinmetall’s commitment to society is diverse. You can find more information about our corporate citizenship here.