Germany Is Without A Beer Sponsor For First Time Since Many, Many Years

Saturday, 17 August 2019
Germany is worldwide known for its beer tradition. However, now the German Football Association (DFB), is without a beer sponsor.

DFB To Start 2019-20 Season Without Beer Partner

The German Football Association, who are operating all national team, will start the 2019-20 season without a beer sponsor. This means, amongst other things, that in the advertising blocks around the matches of the German national football team for the first time no beer is tapped.

Long-time partner Bitburger, the DFB’s beer sponsor since 1992, allowed its contract to expire in early 2017. The German Football Association is still looking in vain for a new beer sponsor. This reports the "Frankfurter Allgemeine Zeitung".

In the centrally marketed first round matches in the DFB Cup last weekend, a beer sponsor was missing on the advertising boards in all stages. "The DFB continues to explore the market in this area," said the association on request.

Initially, promising talks with Krombacher have so far led to no contract. "We are still in contact with the DFB, but the talks are as before loose and open-ended," said a spokesman for the brewery of the newspaper.

The difficulty in finding a new beer partner is due to many reasons. One reason is Bitburger’s long-term association with the national team, another is that German beer brands are frequently linked to Bundesliga clubs by regional affiliation. The big beer brands in general have been having problems in Germany as well, mainly because of their indistinguishability.

Bitburger should have paid the DFB last about ten million euros per year.

Outside the beer sector, the DFB has been successful in signing off renewals or new business.

In the last two years. the DFB has signed with courier company Deutsche Post until the end of 2020, banking partner Commerzbank until July 2024, airline Lufthansa until the end of 2022, online betting brand Bwin until 2022, and vehicle inspection company Dekra until June 2021. In 2017, Volkswagen signed as the DFB’s lead partner in a deal from January 2019 to July 2024. In 2016, sportswear brand Adidas extended its long-term partnership until 2022.

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