BVB get new stadium beer: but there’s a catch for fans | OneFootball

Borussia Dortmund is expanding its beer selection at Signal Iduna Park with an international brand. But there’s a catch for BVB fans.

At Borussia Dortmund, the new season is bringing changes not only on the pitch. BVB is also broadening its beer offering at Signal Iduna Park. The long-standing partnership with Brinkhoff’s will continue until at least 2031. At the same time, Guinness is becoming the first international beer brand to enter Dortmund’s stadium.

Brinkhoff’s will remain the classic stadium beer and will continue to be available at the usual concession stands. In future, Guinness is set to complement the range at selected stands. However, special conditions have to be created for the Irish stout: since special dispensing technology is required, custom-made beer jets will be installed. These are expected to be ready for use by the third Bundesliga home match against Werder Bremen in October at the latest.

For Guinness, the partnership is a first: according to BVB, the brand is entering into a partnership with a German professional football club for the first time. Carsten Cramer, managing director at BVB, explained the new strategy as follows: “Brinkhoff’s represents our Dortmund roots, Guinness brings additional variety and an internationally known brand to Signal Iduna Park, and DAB carries our shared Dortmund heritage out into the world.”

Signal Iduna Park: BVB fans to pay more for beer

DAB will also remain part of the Black and Yellows’ beer portfolio. The Dortmund brand has already been working with the club in international markets since 2024. The focus there includes digital campaigns, fan events, and watch parties. Similar activities are now also planned with Guinness, for example around Champions League away matches.

Photo by Christof Koepsel/Bongarts/Getty Images

Even so, the expanded offering is likely to spark debate among some fans. At the same time as the new beer arrives, stadium visitors will also have to dig deeper into their pockets. According to WAZ, BVB is raising the price of beer by 30 cents for the coming season. A cup of Brinkhoff’s No. 1 is therefore set to cost 5.50 euros instead of the previous 5.20 euros. That means the price per litre will rise above eleven euros for the first time.

The new prices will already apply on Saturday, 15 August, when Borussia Dortmund opens the season against AS Roma. So while fans will soon be able to choose from more types of beer, the greater variety comes with a bitter aftertaste: at least when it comes to beer, a visit to the stadium is getting more expensive.

This article was translated into English by Artificial Intelligence. You can read the original version in 🇩🇪 here.