Published on February 7th, 2023
Location: China
SPORTFIVE secured E-Bike TENWAYS as official partner of Borussia Dortmund
Dutch E-Bike brand TENWAYS and Borussia Dortmund have officially entered a one-year partnership, brokered by the global sports marketing agency SPORTFIVE.
As Borussia Dortmund's global exclusive business partner, SPORTFIVE is in charge of negotiating and enforcing the rights and interests with Borussia Dortmund as well as helping BVB customize the exclusive German content for TENWAYS. This collaboration will greatly enhance TENWAYS's international expansion and demonstrate the strength of the brand to the world.
We are very pleased to welcome TENWAYS as our new partner and look forward to working closely together in the future.
Carsten Cramer, CEO of Borussia Dortmund
The association with Borussia Dortmund allows TENWAYS to rely on Dortmund's top influence in the German-speaking market to effectively promote e-bike-related products and contact fans and audiences around the world with the language of sports. Furthermore, TENWAYS will continue to gain exposure in German-speaking regions through video collaboration with Borussia Dortmund and its players, matchday activities, official social media, and event hospitality, thereby attracting Borussia Dortmund fans, successfully establishing the brand's image, and facilitating the brand's growth in Europe.
Carsten Cramer, CEO of Borussia Dortmund sees many positive aspects of the partnership: “We are very pleased to welcome TENWAYS as our new partner and look forward to working closely together in the future. TENWAYS develops and produces high-quality e-bikes that enable cycling to become an enjoyable and sustainable way of life. This coincides with Dortmund's values of strengthening sustainability.”
We are delighted to facilitate the collaboration between Borussia Dortmund and Tenways, and are excited to create bespoke content and engaging activations to ebike consumers and football fans worldwide powered by Borussia Dortmund.
Echo Li, Managing Director, Greater China & Senior Vice President Global Partnerships at SPORTFIVE
Borussia Dortmund is a world-renowned football club with a stronghold in Germany’s top division. BVB was the first German European cup winner and contributed significantly to the development of German football. TENWAYS is an e-bike community dedicated to solving urban commuting and creating a greener, more sustainable world. It represents bicycles' future development direction as a company with significant growth prospects. Its shareholders include Tencent Investment, Hillhouse, Eastern Bell Capital, Meridian Capital, Cygnus Equity, and other well-known investment firms.
This collaboration will assist TENWAYS in increasing brand awareness around the world, building emotional connections with more consumers through sports, and communicating its sustainable and healthy life attitudes and brand spirit to fans in Germany, Europe, and around the world through the club colors.
Echo Li, Managing Director, Greater China & Senior Vice President and Global Partnerships at SPORTFIVE says: “We are delighted to facilitate the collaboration between Borussia Dortmund and Tenways, and are excited to create bespoke content and engaging activations to ebike consumers and football fans worldwide powered by Borussia Dortmund. We are committed to supporting more brands like Tenways to embark on their global journeys through the power of sports.”
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About SPORTFIVE
SPORTFIVE is a global sports marketing agency that delivers customer-centric solutions based on trust and transparency, deep industry experience and global relationships, digital intelligence and innovation. SPORTFIVE strategically and creatively connects brands, rightsholders, media platforms and fans to create and enable contemporary partnerships in sports.
While creating and growing long-term value for all, SPORTFIVE often leads the sports business into the future through innovative digital solutions and strives to be the most progressive and respected partner in sports.
Being at the centre of professional sport SPORTFIVE will use its unique position, in order to make a positive contribution to sustainability and to live up to the social and economic duty and responsibility, which sport and consequently all parties involved, also have. SPORTFIVE operates with a global mindset and network of over 1,200 local experts based in 15 countries around the world, active in Football, Golf, Esports, Motorsport, Handball, Tennis, American Football, Basketball, Ice Hockey, Rugby, Olympics and Multi-Sport Events and many more.
Press contacts
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Shasha Long
Shasha.LONG@sportfive.com +86 185 2179 6786
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