Million-euro deal at BVB: this beer is coming to the stadium | OneFootball

There is a surprising change at BVB ahead of the new season. Another beer brand will soon be flowing at Signal Iduna Park.

At Borussia Dortmund, the new season will not only bring changes on the pitch. There is also something new when it comes to the beer selection at Signal Iduna Park: alongside the traditional stadium beer Brinkhoff’s, BVB fans will soon also be able to order Guinness. At the same time, the Bundesliga club has extended its partnership with the Radeberger Group on a long-term basis.

As Ruhr Nachrichten reports, the new contract between BVB and the brewing group runs until 2031. The total value of the agreement is said to amount to around five million euros. This secures Borussia Dortmund additional long-term revenue while also expanding the drinks selection for spectators.

Brinkhoff’s will remain the classic stadium beer and will continue to be sold at all kiosks as usual. Guinness, on the other hand, will initially only be available at selected sales points. However, these are to be distributed in such a way that fans from every stand will have access to the Irish stout. One reason for the limited offering is the technology involved: Guinness requires a different dispensing system. Supplying the entire stadium is therefore not planned for the time being.

BVB continues to rely on Radeberger in beer deal

The fact that both brands will be offered under one roof in the future is no coincidence. In addition to Brinkhoff’s, the Radeberger Group also distributes Guinness on the German market. The partnership between BVB and Brinkhoff’s has already been in place since 2008 and has in the past been accompanied by various special editions.

Photo: IMAGO

With this expansion, Borussia Dortmund also appears to be pursuing economic goals. According to the report, the club had been looking into making greater use of its international marketing potential. There was reportedly interest from other major brewing groups as well. Among them, Heineken and Anheuser-Busch are said to have made strong efforts in recent months to partner with BVB.

In the end, however, Dortmund opted to continue the existing partnership. At the same time, the club is investing in the infrastructure surrounding beer dispensing. In the future, 2,000-liter tanks will be used, among other things, to make stadium logistics easier. For the fans, the new multi-million-euro deal means one thing above all: starting next season, an international alternative will join the familiar Dortmund pilsner.

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