The competition will be held between June and July next year across ten of Germany’s biggest cities including Berlin, Munich, Dortmund and Frankfurt.
Fans from across the world flocking to Germany will be able to enjoy the Bitburg-made beer at the designated stadiums and official fan zones during all of UEFA’s scheduled 51 matches. The beverages on offer will also include non-alcoholic beer.
Guy-Laurent Epstein, UEFA Marketing Director, said: “UEFA is very pleased about the partnership with Bitburger for UEFA EURO 2024, a well-known German beer brand with a long history and football tradition.
“The UEFA EURO 2024 in Germany will be a big celebration – local and foreign football fans can look forward to a diverse range of refreshing beers from Bitburger in the stadiums and fan zones while they watch exciting games and take lasting memories with them.”
Besides Bitburger, other German partnerships in place for the UEFA EURO 2024 include Deutsche Telekom, Deutsche Bahn, as well as the insurance group Ergo.
Jan Niewodniczanski, Managing Director of the Bitburger Braugruppe, added: “The world is a guest in Germany – as a leading hospitality brand, we live out this motto every day at Bitburger. As an official beer partner of UEFA EURO 2024, it is an extraordinary opportunity for us to represent Germany as a first-class host country.”
