Bitburger revives Germany football sponsorship amid beer market shifts
Bitburger has renewed its sponsorship of Germany’s national football team after a seven-year break. The brewery also revealed strong growth in its alcohol-free beer range, despite an overall decline in beer consumption across the country.
The partnership returns ahead of the North American World Cup, where Bitburger aims to increase sales and brand visibility Bitburger first ended its 25-year sponsorship in 2018. Stefan Schmitz, the company’s managing director, cited dissatisfaction with the DFB’s direction at the time. Now, he notes a more grounded approach within the national team and the football association in 2025.
The brewery’s alcohol-free beer segment is performing well, with double-digit growth in both sales and revenue. Bitburger currently leads the market in 0.0% alcohol beers and plans to market them as a refreshing, healthier drink option. This shift comes as younger consumers drink less alcohol and seek alternatives.
However, Germany’s beer industry faces broader challenges. In 2025, total beer production fell by nearly six percent, with Bitburger’s decline steeper than the national average. Fewer people are going out, and changing lifestyles have reduced overall beer consumption. The brewery hopes its renewed football partnership and focus on alcohol-free products will help offset these trends Bitburger’s return to football sponsorship coincides with its push to expand in the alcohol-free market. The North American World Cup will serve as a key platform for its marketing efforts.
Meanwhile, the brewery continues to adapt as traditional beer sales struggle in a shifting consumer landscape
