Observed Signal · Oct 22, 2026 · Interview · Source: Horizont · Impact: 1/5 · Sentiment: Neutral
Vodafone and BVB: 'We are the challenger, not number two'
In a joint interview with HORIZONT, Vodafone's marketing chief Gregor Gründgens and Borussia Dortmund's managing director Carsten Cramer discuss the partnership that began in 2025 with Vodafone as the new main sponsor. They emphasize a shared mindset of being challengers rather than the number two in their respective fields. The central theme is that authentic experiences and emotional connections with fans and customers matter more than sheer reach. The partnership is positioned as a strategic alliance that merges sports marketing with telecommunications marketing, with both parties committed to creating memorable brand moments. The interview underscores the importance of brand values and engagement in modern marketing, especially in the context of sports sponsorship.
The article is an interview discussing a sports sponsorship partnership, relevant primarily as a marketing case study but not a major AdTech industry development.
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Key Takeaways & Evidence Grounding
- Vodafone became the new main sponsor of Borussia Dortmund in 2025.
- The partnership is based on a shared 'challenger' mindset.
- Gregor Gründgens is the marketing chief at Vodafone.
- Carsten Cramer is the managing director of Borussia Dortmund.
- The interview was published by HORIZONT on October 22, 2026.
Connected Companies & Entities
1 Entity mapped“Vodafone-Marketingchef Gregor Gründgens emphasizes the shared challenger mindset in the partnership with BVB.”
Ontology Mapping & Concepts
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