German beer titan Bitburger has been announced as the official beer of the UEFA Euro 2024.
The beer will be available to fans at all stadiums and fan zones when Germany hosts the prestigious tournament next year.
Bitburger is the third largest supplier of beer in Germany and is the best performing draft beer in the nation that loves the beverage so much.
Partnering with such a well-known and culturally significant brand the Euros will be hoping to bring a special flair of uniqueness to the tournament.
UEFA marketing director Guy-Laurent Epstein expressed UEFA’s pleasure in welcoming a uniquely German partner to the tournament.
“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,” he said via press release.
“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 Brewery Group Managing Director Jan Niewodniczanski also shared their company’s joy and pride in being selected as an ambassador of German culture.
“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,” he added via press release.
This deal will allow fans from all over Europe and the world to partake in something uniquely German when kick-off happens in 2024.
Not only will Bitburger help fuel a great atmosphere with its range of alcoholic beverages, but it will also supply non-alcoholic beer so all patrons no matter preference can enjoy a classic German brew as play gets under way.
Bitburger joins other classic German brands Deutsche Telekom, German railway transportation provider Deutsche Bahn, and insurance company Ergo as UEFA Euro 2024 national sponsors.