Dortmund lions: by the time the club went public in 2000, many critics and traditionalists already saw BVB as the antechamber of commercialization. In truth, the total marketing of Borussia began much earlier. When the club returned to the first division after four bitter years in the Regionalliga and 2. Bundesliga, a tobacco company took over sponsorship entirely.\n\nShirt sponsors were no longer unusual in the 1970s, but the new club logo certainly was: instead of BVB 09, a lion appeared on the crest.
That remained the case until 1978.