UEFA EURO 2024 announces sponsorship ties with Bitburger

Following the affiliation, Bitburger has been named the official national partner of UEFA EURO 2024.

The high-octane multi-national football competition in Europe, the UEFA EURO 2024 has announced its partnership with the German beer brand, Bitburger.

Following the affiliation, Bitburger has been named the official national partner of the marquee tournament. 

As per the deal, the beer brand’s goods will be available exclusively in all stadiums, as well as official fan zones and activities in the host towns. Fans will be able to enjoy a wide range of beverages, including non-alcoholic beers.

Guy-Laurent Epstein, UEFA Marketing Director, said, “UEFA is delighted to partner with Bitburger for UEFA EURO 2024, a well-recognised German beer brand with a long history and connection with football and football fans. UEFA EURO 2024 in Germany will be extremely festive and football fans, both local and travelling, will get to enjoy a wide variety of refreshing Bitburger beers in the stadiums and fan zones while enjoying thrilling matches and making memories that will last a lifetime.”

Jan Niewodniczanski, Managing Director of the Bitburger Brewery Group, said, “The world is a guest in Germany – as the number one hospitality brand, we consistently live by this motto at Bitburger. As the Official Beer Partner of UEFA EURO 2024, it is exceptional for us to contribute in presenting Germany as a top host country.”

The competition already added companies such as Ergo, Engelbert Strauss, Lidl, Deutsche Bahn, Hisense, and Deutsche Telekom to its sponsorship portfolio.

Bitburger Brewery is a big German brewery based in Bitburg, Rhineland-Palatinate, Germany. Its beer, founded in 1817 by Johann Wallenborn, is Germany’s third best-selling beer and the country’s number-one draft beer.

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