Published on March 22nd, 2024

Location: Global

TENWAYS and Borussia Dortmund Extend Partnership for Another Year

TENWAYS and Borussia Dortmund have extended their partnership for an additional year. This agreement facilitates the ongoing collaboration between the electrically-assisted bicycle brand and the football club.

Shanghai, March 22, 2024 – The renewed agreement between TENWAYS and Borussia Dortmund highlights their ongoing commitment to collaboration. As Borussia Dortmund's global exclusive business partner, SPORTFIVE was instrumental in the negotiation process of this extension and will continue to coordinate the alignment of the football club's rights and interests with the creation of exclusive German content for TENWAYS.

The association with Borussia Dortmund allows TENWAYS to rely on Dortmund's great influence in the German-speaking market to effectively promote e-bike-related products and connect with fans and audiences around the world through 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.

TENWAYS, founded in 2021, is a Netherlands-based brand committed to making high-quality e-bikes accessible to everyone. With offices, assembly, and warehousing in Europe, and a robust, vertically integrated global manufacturing and supply chain, TENWAYS is intricately involved in every aspect of the e-bike manufacturing process. By 2024, TENWAYS boasts a network of over 760 offline outlets, including service centers and dealer shops, enhancing accessibility and support for its customers.

Over the past year, TENWAYS and BVB have built a relationship marked by mutual understanding and support. The renewal of their partnership underscores a continued commitment to collaboration, innovation, and shared success. This enduring alliance has been crucial in reaching collective milestones and upholding a vision for excellence. The decision to extend the contract for another year highlights the trust and confidence both parties place in each other's capabilities.

"We are looking forward to seeing TENWAYS increase brand presence worldwide through BVB, continuing the brand’s sustainable and healthy lifestyle to build a positive brand image."

Jerry Wang, managing director at SPORTFIVE Greater China

Jerry Wang, managing director at SPORTFIVE Greater China, stated: "We are delighted to facilitate the renewal of the partnership between BVB and TENWAYS. We are looking forward to seeing TENWAYS increase brand presence worldwide through BVB, continuing the brand’s sustainable and healthy lifestyle to build a positive brand image, and pass it on to fans around the world, building solid emotional connections through sports."

"We are excited to celebrate the successful renewal of our partnership with BVB for the second year," stated Amir Fazeli, General Manager at TENWAYS. "The collaboration has yielded positive results, and we are eager to build on this foundation to achieve even greater heights in the coming year. This renewal is a testament to the strength of our relationship and the shared commitment to delivering value to our clients and stakeholders."

Carsten Cramer, Managing Director of Borussia Dortmund, expressed, "We are thrilled to announce the extension of our partnership with TENWAYS. Their commitment to excellence and innovation aligns perfectly with our vision for the future. We look forward to continuing our successful collaboration and achieving even greater milestones together."


    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

Other press releases

Kappa joins forces with Les Ardentes festival for the next three years

May 7th, 2024, new official supporter of the French handball Federation

May 6th, 2024

SPORTFIVE Renews Partnership with Soccer Champions Tour for 2024 Edition

May 2nd, 2024

U.S. SailGP Team selects SPORTFIVE as global sponsorship partner agency

May 1st, 2024

The ASEAN Football Federation (AFF) and SPORTFIVE launch ASEAN United FC

April 30th, 2024

Pokawa teams up with Johanne Defay. A summer recipe by SPORTFIVE

April 30th, 2024

Subscribe to Media database

Visit our magazine

loading spinner