Bitburger, the German brewery, has today (September 11) been named as an official national partner of the UEFA Euro 2024 international soccer tournament taking place on home soil.

As the official beer of the tournament, the brand’s products will be made available exclusively in all stadiums as well as in the official fan zones and events in the host cities.

The deal was brokered by the CAA Eleven agency, which is responsible for the worldwide sale of sponsorship and licensing rights for UEFA's men's national team competitions.

Bitburger becomes the fourth national partner joining telecoms giant Deutsche Telekom, which was announced last month (August), railway transportation provider Deutsche Bahn, and insurance company Ergo.

Nine global sponsorships have also been secured for the event, six of which have already been announced (adidas, Alipay, Atos, Lidl, Engelbert Strauss, and Vivo), either as part of the full UEFA National Team Football program or specifically for Euro 2024.

The tie-up with Lidl was announced most recently, in March.

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By GlobalData

Guy-Laurent Epstein, UEFA marketing director, said: "UEFA is delighted to partner with Bitburger for UEFA Euro 2024, a well-recognized German beer brand with a long history and connection with soccer and soccer fans.”

Next year's tournament will take place across 10 German cities from June 14 to July 14, 2024.