In the Bundesliga, BVB’s minimum goal of qualifying for the Champions League again was easily achieved. In all other competitions in which Borussia Dortmund started last season, however, the club disappointed on the whole level, which also caused one of the most important sponsors to draw an unmistakably negative conclusion.
Eliminated in the Champions League after three defeats in the group phase, followed by the Europa League embarrassment against Rangers: BVB presented themselves quite out of place on the European stage in 2021/2022 and were already out of all competitions in February.
The DFB Cup also ended in a fiasco this year, as the defending champions were knocked out in the round of 16 against second division club FC St. Pauli (1-2) without a murmur.
The meager record in these competitions has now prompted Christian Kullmann, the CEO of the Essen-based chemical company Evonik, to criticize it clearly. “BVB’s appearance in the international competitions this year is also judged by us to be extremely poor,” said the Evonik boss at the company’s digital general meeting.
Kullmann holds the post of chairman of the supervisory board at BVB and is therefore well informed about all important processes at the black and yellow. His judgment therefore has weight with the German runner-up.
BVB season in the cup competitions a disappointment
“Qualification for international competitions” is still essential for the marketing success of his company as a premium partner of BVB. Therefore, at least the Bundesliga season of Dortmund was successful.
Despite the misery on the European stage, the fundamental partnership with Borussia Dortmund is not in doubt, Kullmann clarified: “Of course, the team’s sporting successes contribute to the positive image building. However, individual goals or the like play no role in the success of our partnership.”
Evonik was particularly affected by BVB’s early failure in the cup competitions this spring, as the group only sponsors Westphalia’s jerseys in these competitions. In the Bundesliga, the communications company 1&1 has been adorning the BVB jersey for two years.