Borussia Dortmund freshen up with Gard

Hair care and styling brand to sponsor German soccer giant.

Borussia Dortmund freshen up with Gard

Top-flight German soccer side Borussia Dortmund have announced a new partnership with hair care and styling product manufacturer Gard. 

The agreement will see the company benefit from extensive brand exposure inside the Bundesliga club’s Westfalenstadion throughout the 2017/18 season.

Additionally, Gard will sponsor a soccer school due to be launched by the eight-time German champions later this year.

The deal was brokered by Lagardère Sports, which is the exclusive marketing partner of Borussia Dortmund.

Carsten Cramer, Borussia Dortmund’s director of marketing and sales, said: “Gard is an authentic brand and has been on the German market for years. We are delighted that Borussia Dortmund could secure such a partner.”

Wolfgang Groß, managing director of fit GmbH, the company that owns Gard, added: “Borussia Dortmund is an extremely friendly club with a large and loyal fan base in Germany and thus the ideal partner for Gard.”

Borussia Dortmund finished third in the Bundesliga in 2016/17, before defeating Eintracht Frankfurt 2-1 in the German Cup final to secure the trophy for a fourth time. The club recently named Dutchman Peter Bosz as their new head coach following the departure of Thomas Tuchel at the end of May.