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German brewery Bitburger has been made an official national partner of the 2024 Uefa European Football Championship.
Contract:
- Bitburger drinks to be offered exclusively in all stadiums, official fan zones and at tournament-related events in the host cities
- German brewery to provide official beer of the tournament, with its beverage offerings to also include non-alcoholic beer
Context:
Bitburger becomes the fourth national partner of Euro 2024, which is being hosted by Germany, following Deutsche Telekom, Deutsche Bahn and Ergo.
Several existing partners of Uefa, including Hisense and Engelbert Strauss, have also become tournament partners through their respective deals.
Comment:
“Uefa is delighted to partner with Bitburger for Uefa Euro 2024, a well-known German beer brand with a rich history and football heritage,” said Guy-Laurent Epstein, Uefa marketing director.
Coming next:
Expect Uefa to continue expanding its roster of sponsors for next summer’s tournament.
