Does the $BVB (+0%) really so necessary that they have to be sponsored by the Memecoin $BONK (-1,04%) have to be sponsored?

https://www.bvb.de/de/en/news/news-overview/news.html/2024/8/30/BVB-announces-BONK-as-an-International-Premium-Partner-to-enhance-fan-experiences.html