Hertha Berlin announced on August 15 2026 the launch of a new VIP arrival initiative with Blacklane, offering exclusive chauffeur service for guests at the Olympiastadion and making the brand visible on its Football Academy kits.
Blacklane provides a dedicated drop‑off and pick‑up point at the stadium's VIP entrance. Guests can book a vehicle via the Blacklane app and are taken directly to the arena - a service that club manager Peter Görlich says significantly enhances the match‑day experience. Season‑ticket holders and hospitality guests also receive digital add‑ons within the app, such as exclusive content and special offers.
From the start of the 2026/27 season, the Football Academy sports the Blacklane logo on official jerseys for all training and partner camps. The partnership also supplies financial resources for training equipment and the organization of youth tournaments, helping players aged seven to fifteen develop their skills. CEO Dr. Jens Wohltorf stresses that the involvement "strengthens the local community and opens new opportunities for young players."
Combining premium hospitality with youth development boosts Hertha Berlin's brand profile both on and off the pitch. Over 2,000 VIP guests per home game benefit from a smooth arrival concept, while the sponsor's visibility in the academy generates additional revenue and deepens ties with local businesses. The club views this as a step toward increasing long‑term appeal for sponsors and fans.
Beyond the ongoing VIP service, Blacklane plans to launch an exclusive "VIP‑Talk by Blacklane" interview series in the hospitality area. Guests will gain insights from players, coaches and officials, offering deeper context for the season. Both partners emphasize that the collaboration will continue to expand, supporting both the professional level and grassroots football.
