Dortmund sign ROBINSON as regional partner in South Korea

Borussia Dortmund have agreed a regional partnership with ROBINSON in South Korea, linking the Bundesliga club with a premium travel brand as they look to convert a long-standing fanbase into year-round commercial activity.The deal positions ROBINSON as the Official Regional Partner of Borussia Dortmund in South Korea, with the partnership built around fan experiences, digital content and travel-themed campaigns.Benedikt Scholz, director of commercial partnerships and international at Borussia Dortmund, said: “We are excited to welcome ROBINSON as our new regional partner in South Korea. Together, we share a vision of connecting people through passion, hospitality, and football. With the support of our Korean BVB legends and innovative digital initiatives, we look forward to creating unforgettable moments for our fans and ROBINSON’s guests alike.”Dortmund and ROBINSON said the partnership will lean on the club’s historic ties to South Korea, highlighting former players Lee Young Pyo, Park JooHo and Ji Dong Won as recognisable faces for local storytelling and engagement.The activation concept centres on experience, with ROBINSON set to use the partnership to showcase its resort offer in Vietnam, a destination the brand describes as popular with Korean holidaymakers.Dortmund said the programme will be driven by digital channels and tailored experiences designed to bring fans closer to the club both on and off the pitch, reflecting a shift towards always-on regional strategies rather than tour-only engagement.The arrangement also includes support for the BVB International Academy by Park JooHo, aligning the partnership with grassroots and youth development activity that can strengthen credibility in-market and create additional content and community touchpoints.Travel and hospitality partners have become increasingly attractive in football sponsorship as clubs search for categories that can combine consumer marketing with high-value B2B sales, including incentives, packages and client entertainment.Regional deals also help top European clubs expand inventory beyond global partners, allowing more targeted messaging and locally relevant activations while protecting premium global rights.The next steps are confirmation of the first campaign rollouts in South Korea, including how the parties use Dortmund legends, academy activity and travel experiences to drive fan participation and measurable commercial outcomes.