Bangkok Airways and German football club Borussia Dortmund have signed a two-year partnership deal from 2018 to 2020.
The Thai-based regional airline used the Bundesliga’s ground at Signal Iduna Park, Dortmund, to announce its Regional Partnership for the eight-time Bundesliga champions, which is one of Europe’s most successful football clubs and has a traditionally strong fan base in Asia and around the world.
The corporations include a variety of advertising and promotional components of the co-branding campaigns in Thailand, Southeast Asian countries, China, Hong Kong, India and Bangladesh, which will enhance the airline’s brand recognition across the regions.
“We are so proud and excited to partner with Borussia Dortmund, the eight-time German champions. With Borussia Dortmund’s strong global brand presence and a huge fan base, we believe that it will strengthen Bangkok Airways’ brand image as Asia’s Boutique Airline as well as make the airline better known across Asia and Europe which are our main customer bases,” said Bangkok Airways’ President, Puttipong Prasarttong-Osoth.
Bangkok Airways’ switch to support football is a big change for the carrier, which put the end to its sponsorship for the Asian Tour’s golf event in Samui after being the main sponsor for the event for over decade. The airline also plans to stage seven athletics events this year.
Bangkok Airways and Dortmund are in talks with the Sport Authority of Thailand (SAT) and the Thai about initiating a special coaching program to use Dortmund’s coaching expertise for Thailand’s national youth teams (U13, U15, U17 and U19).
Some may be selected to further hone their skills at the team’s BVB Evonik Football School in Germany.
Carsten Cramer, Chief Marketing Officer of Borussia Dortmund said: “We are excited to partner with Bangkok Airways that have strengthened their award winning position over the last couple of years in Asia. Both of us we are ambitious and aspiring brands and are looking forward to introduce our cooperation across Bangkok Airways’ key markets.”