Bitburger, the German brewery, has announced its return as the official beer of DFB, the German soccer federation, and its national teams.
The brewery marks its return after a hiatus of six years. Bitburger and DFB have been associated from 1992 until the completion of 2018. The German brewery obtained the rights to the beer sponsorship category throughout the pact, and since Bitburger’s departure, DFB left the category vacant.
The multi-year pact will kick off in April, covering the men’s, women’s, men’s U21 and women’s U23 national sides.
Dr Holger Blask, Chairman of the DFB Management Board, has said, “The DFB and Bitburger – this partnership has a long tradition and has been a household name for football fans for more than two decades.
“Bitburger has always remained loyal to football, partly through partnerships with our regional associations and their regional cup competitions, through amateur clubs, and as a beer partner of our home European Championship last year. The comeback with the DFB now means a holistic commitment to all of football in Germany – from the grassroots to the top.”
Sebastian Holtz, Sales and Marketing Director of Bitburger, added, “Football has always played a major role at Bitburger – whether as a supporter of numerous amateur clubs in popular sports, as a sponsor of major Bundesliga clubs or, in the future, as a partner of our national teams.
“With this partnership, we would like to further strengthen the unifying power of football, which we all experienced impressively at the last European Championships in our own country.”
As per the brewery, the pact involves “attention-grabbing” sales promotions, campaigns and fan engagement and social media initiatives.
According to the new association, Bitburger will promote men’s and women’s football equally and will utilise the upcoming Women’s 2025 European Championship to enhance the women’s national team’s visibility.
