Borussia Dortmund’s new CEO, Carsten Cramer, has moved swiftly to defend the club’s controversial sponsorship agreement with German defense manufacturer Rheinmetall, amid growing criticism from supporters and civil society groups who say it conflicts with the club’s values and identity.
The sponsorship, announced earlier this year, makes Rheinmetall a partner of one of Germany’s most prominent football clubs at a time when defense companies are increasingly visible amid heightened geopolitical tensions in Europe. While lucrative, the agreement has led to protests from Dortmund fans, some of whom have displayed banners inside the club’s stadium, Signal Iduna Park, criticizing the partnership and questioning the club’s moral position.
Cramer-who officially became chief executive in 2024-may have been making his first significant public defense of the deal by emphasizing that Borussia Dortmund was sticking to its social responsibilities while operating in an economically not-so-easy environment. He underlined that the sponsorship didn’t equate with supporting war but showed wider realities within German industry and society.
“Borussia Dortmund is a football club with strong values, and those values have not changed,” Cramer said. “At the same time, we are a company that must remain competitive at the highest level. Sponsorships are a crucial part of ensuring the financial stability that allows us to invest in players, infrastructure, and youth development.”
Rheinmetall is one of Europe’s largest defense contractors and has become increasingly prominent as Germany boosts military spending following Russia’s invasion of Ukraine. Proponents against the deal argue that aligning the club’s globally recognized brand with an arms manufacturer undermines Dortmund’s long-standing image as a people’s club rooted in community and social conscience.
The fan groups have expressed their concern because they are of the view that such sponsorship normalizes the defense industry into sport, a space where many believe should be kept separate from military and political interests. Statements calling for more transparency and open dialogue were released by several supporter organizations, with parts of the famous “Yellow Wall” staging coordinated protests at some matches.
Cramer said the club took the fans’ emotional response seriously, but open dialogue with supporters continues and the club did not enter the partnership lightly. According to Cramer, the sponsorship fully complies with German law and ethical standards, and Rheinmetall itself operates within a regulated framework approved by the federal government.
“In Germany, the defense companies are part of a democratically controlled system,” said Cramer. “This is not about glorifying violence but about recognizing industries that exist within legal and political boundaries.”
The CEO also underlined that Borussia Dortmund continues to invest in social initiatives, anti-discrimination programs, and community outreach; such initiatives reveal more of the club’s wide commitment than commercial interests. He emphasized that the Rheinmetall deal would not change the club’s attitude toward peace, inclusion, or social responsibility.
Business analysts also pointed out that topflight football clubs were under increasing financial pressure because of rising player salaries, infrastructure costs, and competition from more lucrative leagues. For Dortmund, which for a long period of time had been positioning itself as a more sustainable alternative to debt-fueled rivals, sponsorship revenue has a critical role in maintaining competitiveness in the Bundesliga and Europe.
This will be the challenge for Cramer, the new chief executive: balancing commercial growth with the expectations of arguably Europe’s most politically engaged and vocal fanbase. The supporters at Dortmund have traditionally enjoyed a central role in shaping the club’s identity, and continued opposition could test management to its limits in trying to hold things together.
For now, Cramer remains steadfast in his conviction, couching the controversy within a larger discussion about the realities of modern football. “We cannot insulate football from society,” he explained. “But what we can do is take responsibility for our actions, be attentive and make sure that Borussia Dortmund remains worthy of its tradition yet also secures its future. As debates around ethics, sponsorship, and sport continue across Europe, Borussia Dortmund’s handling of the Rheinmetall partnership may prove a case study in how clubs navigate the increasingly complex intersection of business, politics, and fan culture.
