September 12 – UEFA have announced a national partnership with Bitburger that will see the German brewers become the official beer of EURO 2024, as well as the tournament’s official national partner.
The agreement will grant Bitburger products exclusivity in all stadiums during the tournament, as well as fan zones and other related events in host cities across the German nation.
Non-alcoholic beer brewed by Bitburger will also be available during the course of the tournament.
No value has been given to the deal.
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.”
Bitburger joins German telecommunications company Deutsche Telekom, German railway transportation provider Deutsche Bahn and insurance company Ergo as UEFA EURO 2024 national sponsors.
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.”
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