UEFA inks new deal with Bitburger

UEFA has roped in German brewery Bitburger as an Official National Partner for the upcoming UEFA Euro 2024, which will be hosted by Germany. Bitburger will also serve as the Official Beer of the tournament. 

As per the deal, Bitburger will have its products at the stadium during the Euro 2024 matches and also at official fan zones and events in the host cities. 

Bitburger is the fourth Official National Partner of the tournament, joining the likes of Deutsche Telekom, Deutsche Bahn and Ergo.

UEFA Euro 2024 is scheduled to be held in Germany across 10 cities between June 14 and July 14 next year.

Guy-Laurent Epstein, Marketing Director, UEFA, commented:

“UEFA is very pleased about the partnership with Bitburger for UEFA EURO 2024, a well-known German beer brand with a long history and football tradition. The UEFA EURO 2024 in Germany will be a big celebration – local and foreign football fans can look forward to a diverse range of refreshing beers from Bitburger in the stadiums and fan zones while they watch exciting games and take lasting memories with them.“

Jan Niewodniczanski, Managing Director, Bitburger Braugruppe, added:

“The world is a guest in Germany – as a leading hospitality brand, we live out this motto every day at Bitburger. As an official beer partner of UEFA EURO 2024, it is an extraordinary opportunity for us to represent Germany as a first-class host country.”