The fan bar will now be called the "Bitburger Club", and the new sponsors will also lend their name to the south stand, which will now be the "Bitburger Stand". As a "Business Team Partner" Bitburger also get further benefits, including stadium branding and fan communication.
Bitburger marketing manager Heinrich Wurster expressed his pleasure with the deal: "Our partnership with 1899 Hoffenheim further underlines the close relationship Bitburger enjoys with football. The deal will complement our relationship with the DFB and Germany national side, with whom we have worked since 1992, in a region that is very important to our brand. Alongside Rheinland-Pfalz, the Saarland and Nordrhein-Westphalia Bitburger is also the most popular pilsner beer from north Baden to south Hessen.
"Bitburger is an excellent beer partner for us, who are not just known for the premium quality products. We can have 100% confidence in the bar and service quality from Germany's strongest draught beer brand. Their 15 years of experience in successful sponsorship of football is yet another reason for the partnership with Bitburger."
The contract, which has been fully completed, grants Bitburger exclusive rights to beer sales in the whole of the Rhein Neckar Arena. Their branding will also appear at entrances to the stands and at the stadium entrance. Bitburger's partnership will also be recognised on the club home page, in the matchday programme, and on the stadium big screen. They will also be able to run promotions with their ticket allocations and other bonuses. All activities are linked and will be strengthened by radio and print adverts, as well as further media co-operation.