German Bundesliga football club Hertha Berlin has linked up with the Carlsberg brewery to establish a new VIP facility inside its Olympiastadion Berlin stadium.

The ‘Carlsberg Fan Club’ will allow both companies and private customers the opportunity to experience VIP treatment at Hertha Berlin home matches.

The new facility features around 150 seats and will offer an exclusive catering service, with meals including traditional German food such as Currywurst.

In addition, visitors will be able to take advance of a self-service drinks system, with a refrigerator to include a number of beverages, including Carlsberg beer.

Ingo Schiller, managing director at Hertha Berlin, said: “With the new Carlsberg fan club, we are closing a gap in the market. Here, all fans can feel at home, and enjoy comfortable seating and food and drink in a cosy atmosphere.

Jan Dürbeck, sponsoring manager for Carlsberg, added: “We are very pleased with the opening of the Carlsberg Fan Club. The VIP area offers us the perfect setting to get in touch with the fans and bring them to the Carlsberg brand.”

The Lagardère Sports agency assisted Hertha Berlin and Carlsberg with the new venture.

Image: Rebecca Leisten