Germany Is Without A Beer Sponsor For First Time Since Many, Many Years
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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MLS Players Wear Their National Flags on Kits Ahead of 2026 World Cup
Major League Soccer last weekend hosted a dedicated "Farewell Week" to send off its international stars. To mark the occasion, all clubs across the domestic league took to the pitch wearing specially customized kits that honored the various nations represented within their squads.
The most prominent visual update to the MLS uniforms was the addition of official national flags printed directly on the chest for all players and coaching staff. In a highly thoughtful and personalized touch, the league provided specialized double-flag variations for athletes holding dual citizenship. This bespoke detail allowed these specific players to proudly represent both their current homelands and their heritage simultaneously before joining their respective national team camps.
Beyond the chest graphics, teams also sported a unique set of squad numbers on the back of their shirts, featuring a custom pattern made up of the flags of all 48 countries participating in this summer's World Cup.
What do you think of this customized flag concept for the MLS World Cup Farewell Week? Let us know your thoughts in the comments below.
Śląsk Wrocław Announces Macron Kit Deal - No More Nike
Macron has signed a multi-year agreement to become the technical partner of Polish club WKS Śląsk Wrocław.
Starting from the 2026-27 season, the Italian brand will provide technical apparel for the club's men's first and second teams, women's team, youth academy, and blind football team. The five-season deal is the most significant technical partnership in the club's history and includes plans for a new merchandising line for supporters.
Śląsk Wrocław secured promotion to the Ekstraklasa after an impressive campaign in the second tier. Founded in 1947, the Wrocław-based club has won two Polish league titles, two Polish Cups, and one Super Cup, with experience in European competitions. Macron is developing bespoke game sets that will be revealed before the start of the new season.
The partnership bolsters Macron's presence in Polish football alongside existing deals with Lech Poznań, Widzew Łódź, and GKS Katowice.