German Lager Company Bitburger Secure Borussia Mönchengladbach Partnership

German Bundesliga soccer club Borussia Mönchengladbach have secured local German brewery Bitburger as an official beer partner of German side, Borussia Mönchengladbach 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.