German Bundesliga football club Borussia Mönchengladbach have secured local German brewery Bitburger as an official beer partner until 2016.
According to Sponsors.de, the deal is worth around US$1.2 m annually, and will enable Bitburger to receive exclusive bar rights. They will also gain substantial television advertising and their logo will feature around the team’s Borussia-Park stadium.
Previous beer partner Jever had reportedly negotiated an amicable release from their contract, which was due to run until the end of the 2013/14 season.
The Bitburger brewery was founded in 1817, and today Bitburger Pils is the most widely available draft beer in Germany. The company continue a history of sports sponsorship that has seen them partner the German Football Federation as well as over 400 sporting and cultural events annually. [Source: I Sport Connect]