Borussia Dortmund announced a new partnership with CHiQ, whereby the Chinese brand will serve as its global sponsor on August 9, 2021. According to the agreement, they will work together to enhance the game viewing experience for both football fans and consumers. BVB and CHiQ will collaborate to enhance product experience while facilitating brand marketing and social media engagement. By leveraging TV broadcast networks, the internet and social media channels, CHiQ plans to showcase its brand and premium products to the audiences at Signal Iduna Park, home of BVB, as well as to football fans worldwide. The tie-up paves the way for the promotion of the full array of CHiQ's offerings, including TV sets, refrigerators, freezers, monitor and portable air conditioners. The partnership will allow CHiQ to provide the optimal at-home game watching experience to the fans of the German football team by virtue of the disruptive technologies that the firm has integrated into its home appliances, especially TVs.