Bitburger and football the perfect pair for UEFA Euro 2024

Parker Vize29/09/2023 5:55 am29/09/2023

Image credit: Victor Velter / Shutterstock.com

German beer titan Bitburger has been announced as the official beer of the UEFA Euro 2024.

The beer will be available to fans at all stadiums and fan zones when Germany hosts the prestigious tournament next year.

Bitburger is the third largest supplier of beer in Germany and is the best performing draft beer in the nation that loves the beverage so much.

Partnering with such a well-known and culturally significant brand the Euros will be hoping to bring a special flair of uniqueness to the tournament.

UEFA marketing director Guy-Laurent Epstein expressed UEFA’s pleasure in welcoming a uniquely German partner to the tournament.

“UEFA is delighted to partner with Bitburger for UEFA Euro 2024, a well-recognised German beer brand with a long history and connection with football and football fans,” he said via press release.

“UEFA Euro 2024 in Germany will be extremely festive and football fans, both local and travelling, will get to enjoy a wide variety of refreshing Bitburger beers in the stadiums and fan zones while enjoying thrilling matches and making memories that will last a lifetime.”

Bitburger Brewery Group Managing Director Jan Niewodniczanski also shared their company’s joy and pride in being selected as an ambassador of German culture.

“The world is a guest in Germany – as the number one hospitality brand, we consistently live by this motto at Bitburger. As the Official Beer Partner of UEFA Euro 2024, it is exceptional for us to contribute in presenting Germany as a top host country,” he added via press release.

This deal will allow fans from all over Europe and the world to partake in something uniquely German when kick-off happens in 2024.

Not only will Bitburger help fuel a great atmosphere with its range of alcoholic beverages, but it will also supply non-alcoholic beer so all patrons no matter preference can enjoy a classic German brew as play gets under way.

Bitburger joins other classic German brands Deutsche Telekom, German railway transportation provider Deutsche Bahn, and insurance company Ergo as UEFA Euro 2024 national sponsors.

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Victory unites with Roasting Warehouse in culture-led partnership

Patrick Irving16/04/2026 8:55 am16/04/2026

Image credit: Melbourne Victory

The Melbourne-based anf family-owned business will join the Victory family, uniting two institutions which represent the city’s culture and identity.

A partnership with local roots

As the newest partner of Melbourne Victory, Roasting Warehouse joins forces with a vital part of the city’s sporting landscape.

The club’s Managing Director, Caroline Carnegie, outlined why the partnership bears so much value to both parties.

“We are excited to collaborate with Roasting Warehouse, a community-oriented destination for high-quality coffee, proud of its foundations in Melbourne,” said Carnegie via official media release.

“Football and coffee sit at the epicentre of Melbourne’s culture. The two go hand-in-hand, consistently at the centre of the conversation that stirs Melburnians, which is no different to the conversation sport and Melbourne Victory stir in the State.”

Indeed, this is a partnership which combines the identity, passions and culture of an entire city, therefore giving it the foundations required for long-term, mutual success.

Representing the best of Melbourne

Both Victory and Roasting Warehouse are hugely successful in their respective industries. They are institutions with community-oriented philosphies, who pride themselves on craft and quality.

“We’re incredibly proud to partner with Melbourne Victory, a club that represents the heart, passion, and ambition of Melbourne,” revealed Roasting Warehouse Head of Brand, Alexander Paraskevopoulos.

“As a Melbourne-founded, family-run business, supporting a team that means so much to the local community feels very natural for us.”

Furthermore, through their high-quality blends, Roasting Warehouse will look to prepare Victory’s players and staff for high performances on the pitch as the seasons nears completion.

But this is about far more than just fueling athletes.

This is a partnership which embodies and unites two of Melbourne’s greatest strengths and cultural markers – a connection forged from the city’s very own DNA.

For more information about Roasting Warehouse, click here.

Marie-Louise Eta makes history as new Union Berlin head coach

Patrick Irving15/04/2026 6:05 am14/04/2026

Image credit: FC Union Berlin

In an historic appointment, Eta will take over as head coach of Union Berlin until the end of the season.

History in the making

Previously the first female assistant coach in Bundesliga history with Union Berlin, Eta will now take the reigns of the men’s first team on an interim basis.

Currently, the club sit in 11th place in the Bundesliga table, but with only two wins so far in 2026, relegation appears an all-too-real prospect, and one which the club is desperate to avoid.

“Given the points gap in the lower half of the table, our place in the Bundesliga is not yet secure,” said Eta via official media release.

‘I am delighted that the club has entrusted me with this challenging task. One of Union’s strengths has always been, and remains, the ability to pull together in such situations.”

Eta will begin as Union’s new head coach with immediate effect, and will be in the dugout for the club’s matchup against Wolfsburg this weekend.

A step into an equal future

Eta’s appointment signals a major step towards a more level playing field in the football landscape.

Furthermore, Eta joins other coaches including Sabrinna Wittmann, Hannah Dingley and Corinne Diacre who, in recent years, have blazed a trail for female coaches to step into the men’s game.

Wittmann currently manages FC Ingolstadt in Germany’s third division, and was the first female head coach in Germany’s top three divisions.

In 2023, Dingley became caretaker manager of Forest Green Rovers, and thus the first woman to lead a men’s professional team in England.

Diacre, now head coach of France’s women’s national team, managed Ligue 2’s Clerment Foot between 2014 and 2017.

Final thoughts

The impact therefore, is that Eta’s appointment will show future generations of aspiring female coaches that men’s football is an equally viable and possible pathway as the women’s game.

The time is now to level the playing field.

And while it may be a short-term role, its effect on attitudes towards equality and fair opportunities in the game will hopefully resonate long after the season ends.