Dortmund sponsor criticises fans over stadium name choreography

The name rights holder of Borussia Dortmund's stadium, insurance company Signal Iduna, has criticised a recent fan choreography highlighting the arena's old name as "not acceptable" and "one big annoyance," reported Xinhua.

Formerly the Westfalenstadion, the arena has been called Signal Iduna Park since 2006, on a contract until 2031 which is said to generate €100 million ($109.6 million).

The fan choreography ahead of the home game against Union Berlin almost two weeks ago had the slogan "Forever Westfalenstadion."

"For me, this is unacceptable, considering how much we have supported this club for a long time and also stood by it when others didn't want to give them a cent anymore," Signal Iduna CEO Ulrich Leitermann told Wednesday's Ruhr Nachricten paper.

He was referring to Dortmund being close to insolvency at the time Signal Iduna bought the name rights for the 81,000-seat stadium. The company which is among Dortmund's most long-standing sponsors also holds a 6% stake in the club.

Leitermann named the choreography "one big annoyance" as he asked for more understanding and acceptance from the fans, adding that only a certain part of the fan scene had backed the choreography.

"Accept the conditions we have. The Signal Iduna Park is called Signal Iduna Park until at least 2031. I would like to see a more appreciative approach that takes the interests from both sides into account," he said.