UEFA: Bitburger (beer, GER), fourth national partner of Euro 2024

German brewer Bitburger has become a national partner (2^nd level) of Euro 2024 (to be held in Germany from 14/06 to 14/07/2024), announced UEFA on 11/09/2023. The agreement was negotiated by the Swiss agency CAA Eleven.

As part of the partnership, the German brand will benefit from the status of "official beer" of the competition and will see its products distributed in the ten stadiums hosting Euro 2024 matches, "as well as in the official fan zones and events in the host cities," said UEFA.

It is the fourth national partner of the competition, after three other German companies: the public railway company Deutsche Bahn (agreement signed on 13/06/2023), the insurance company Ergo (on 12/06/2023) and the telecommunications operator Deutsche Telekom (on 22/08/2023). It also has seven global partners (1^st level): Lidl (supermarkets, GER), Engelbert Strauss (workwear, GER), Vivo (smartphones, CHN), Alipay (payment solutions, CHN), Atos (digital services, FRA), adidas (footballs, GER) and Hisense (televisions, CHN).