Polestar Secures role as Official Jerseys Sponsor and Mobility Partner for Borussia Dortmund
Polestar, the Swedish electric performance brand, has announced a significant three-year partnership with Borussia Dortmund (BVB), one of Germany's most iconic football clubs [1][2][3]. This strategic move forms part of Polestar's comprehensive "Germany offensive" aimed at increasing brand awareness in Europe's largest car market.
Boosting Brand Visibility
Germany is a crucial growth market for Polestar, with the country representing Europe’s largest automotive sector. By partnering with BVB, Polestar gains extensive visibility, with their logo appearing on the sleeve of BVB’s jerseys in all competitions, including the Bundesliga, DFB-Pokal, and UEFA Champions League. Additionally, branding will be featured on pre-match apparel and around the stadium, reaching millions of football fans both nationally and internationally [1][2][3][5].
Collaboration and Sustainability
The partnership extends beyond branding, as Polestar will provide a fleet of 60 fully electric vehicles for players, coaches, and executives. This collaboration emphasizes shared values of innovation and climate responsibility between the brands, demonstrating Polestar's electric cars in real-life, high-profile use [1][2][3][5].
Emotional Connection and Alignment
Both Polestar and Borussia Dortmund are committed to sustainability. Polestar's role as official mobility partner aligns with climate goals, positioning the brand around eco-consciousness and modern design. Borussia Dortmund's CEO praised Polestar's genuine sustainability commitment and Swedish design aesthetics, reinforcing the positive emotional and progressive brand association [1][3].
Market Context
Polestar is experiencing rapid growth in Europe, with over an 80% sales increase in H1 2025. The partnership with BVB complements Polestar's European-focused growth strategy by boosting brand visibility in the home market. As Polestar expands its production footprint closer to Europe, the partnership with BVB will help to further establish the brand in Germany [4].
The Future Lineup
Currently, Polestar offers the mid-size sedan Polestar 2, the large SUV Polestar 3, and the crossover Polestar 4. The large sedan Polestar 5, the compact SUV Polestar 7, and the sports car/roadster Polestar 6 are planned for future release [6].
Polestar's CEO, Michael Lohscheller, and Chief Marketing and Communications Officer, Michael Manske, expressed excitement about the partnership with BVB and plans for joint actions [2]. The upcoming season opener against Juventus Turin will mark the first time BVB lines up with the Polestar sleeve [1]. From the 2025/26 season, Polestar's logo will be on the sleeve of BVB jerseys in all competitions.
In summary, Polestar's marketing strategy in Germany is anchored on a strategic sports partnership with Borussia Dortmund that amplifies brand visibility, highlights the electric vehicle lifestyle with real vehicle usage, and associates the brand with sustainability and innovation in one of Europe's most important automotive markets [1][2][3][4][5].
[1] Polestar becomes Borussia Dortmund's official mobility partner [2] Polestar and Borussia Dortmund join forces to drive the future of mobility [3] Polestar and Borussia Dortmund announce partnership [4] Polestar's sales surge in Europe as it expands production footprint [5] Polestar and Borussia Dortmund: A Sustainable Partnership [6] Polestar's future lineup
- In a bid to increase brand awareness in Europe's largest car market, Polestar, the Swedish electric performance brand, has partnered with Borussia Dortmund, a renowned German football club, as their official mobility partner.
- The collaboration extends beyond branding, as Polestar will provide a fleet of 60 fully electric vehicles for players, coaches, and executives, emphasizing their shared commitment to innovation and sustainability.
- With Germany representing Europe's largest automotive sector, the partnership with BVB gives Polestar extensive visibility, with their logo appearing on the sleeve of BVB jerseys in all competitions, including the Champions League.
- As Polestar expands its production footprint closer to Europe, the partnership with BVB will help to further establish the brand in Germany, aligning with their European-focused growth strategy.
- In the future, Polestar plans to release additional electric vehicles such as the large sedan Polestar 5, the compact SUV Polestar 7, and the sports car/roadster Polestar 6, reflecting their commitment to the electric-vehicles sector and the lifestyle it represents.
