#beyondfootball

The strategic answer lay in the perfect symbiosis between Evonik’s brand positioning, “Leading beyond chemistry,” and the campaign motto, “#beyondfootball.” Both partners – Evonik and Borussia Dortmund – are united by the drive to push beyond the limits of their respective fields and improve every single day. On the pitch, and in the lab.

At the heart of the campaign are five shared values: courage, creativity, openness, diversity, and solidarity.
These universal principles form an authentic bridge between specialty chemicals and top-level football – making the partnership relevant and credible for international B2B audiences.

The centerpiece of the global digital campaign is a 60-second hero film that visually captures the idea of pushing boundaries. Nearly the entire BVB team makes a personal appearance – from Haaland and Reus to Bellingham.
Real BVB fans from Germany, the U.S., and China also take part, highlighting the club’s international appeal.

The cross-media rollout is as diverse as the target audiences:
The hero film is adapted into multiple lengths and formats, supported by ten still-image assets, story ads, carousel ads, and display ads. A dedicated campaign landing page provides further insight into Evonik and its partnership with BVB.

In addition to the digital push on LinkedIn, Instagram, Facebook, YouTube, Twitter, and the Google Display Network, classic formats such as ads on sports streaming platforms and print placements provide added visibility.
The campaign is even activated inside the stadium using custom promotional materials.