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Food & Beverage

Bitburger seals Euro 2024 stadium supplier deal

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The Bitburger brewery has secured the right to provide drinks at all stadiums and fan zones related to Uefa Euro 2024 in Germany.

Bitburger is already a national partner of the international football tournament, designated as the competition’s official beer.

The deal was struck with Uefa, football’s European governing body. Fans will be able to enjoy a variety of Bitburger drinks in the venues, including non-alcoholic beer.

There will be 10 host stadiums for the competition, including Berlin’s Olympiastadion, Munich’s Allianz Arena, Dortmund’s Signal Iduna Park, Stuttgart’s MHPArena, Gelsenkirchen’s Veltins-Arena, Hamburg’s Volksparkstadion, Dusseldorf’s Merkur Spiel-Arena, Cologne’s RheinEnergieStadion, Leipzig’s Red Bull Arena and Frankfurt’s Deutsche Bank Park.

“Uefa is delighted to partner with Bitburger for Uefa Euro 2024 – a well-known German beer brand with a rich history and football heritage,” Uefa marketing director Guy-Laurent Epstein said.

“Uefa Euro 2024 in Germany will be a big celebration – local and foreign football fans can look forward to a wide range of refreshing Bitburger beers in the stadiums and fan zones while watching exciting matches and taking lasting memories with them.”

Bitburger managing director Jan Niewodniczanski added: “As the official beer partner of Uefa Euro 2024, it is an extraordinary opportunity for us to represent Germany as a first-class host country.”

In addition to Bitburger, telecommunications provider Deutsche Telekom, transport company Deutsche Bahn and insurance group Ergo have already been confirmed as national sponsors of the tournament.

Image: Samuel Svec on Unsplash