Germany/DFB: Bitburger (beer) back as official sponsor of the men's and women's national teams

The German beer company Bitburger has become an official partner (2^nd level) of the German men's and women's national teams as part of an agreement effective from 01/04/2025, announced the Deutscher Fussball Bund on 11/03/2025. This partnership also covers the men's U21 and women's U23 teams.

Bitburger was the official beer sponsor of the German Football Association between 1992 and 2018 for an estimated €3m per season. No competing brand took over when its contract expired, leaving the category vacant in the DFB's sponsorship hierarchy. As part of this new agreement, the German company will deploy "eye-catching campaigns, attractive sales promotions and fan competitions as well as innovative social media activities," said the DFB.

The brand was also a national partner (2^nd level) of Euro 2024, as part of an agreement with UEFA negotiated by the Swiss agency CAA Eleven and publicised on 11/09/2023.