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Borussia Dortmund realigns beer partnerships through 2031

Borussia Dortmund is restructuring its beer portfolio for the long term: With Brinkhoff’s, Guinness, and DAB, three strong beer brands will partner with BVB through at least 2031. The new concept combines Dortmund tradition, an expanded offering at SIGNAL IDUNA PARK, and the club’s international focus.

Brinkhoff’s remains the signature stadium beer and continues its partnership with Borussia Dortmund, which has been in place since 2008. The close connection to the city, the region, and BVB fans will continue to be celebrated through joint campaigns, special editions, and initiatives such as “Brinkhoff’s Ballgeflüster.”

Guinness is a new addition: For the first time, the iconic Irish stout is entering into a partnership with a German professional club. Starting with the 2026–27 season, Guinness will complement the existing beverage offerings at SIGNAL IDUNA PARK, providing fans with additional choices. Due to its unique dispensing technology, specially manufactured Beerjets will be installed and will be ready for use by the third Bundesliga home game against Werder Bremen at the latest.

Brinkhoff’s and Guinness are shaping the stadium experience in Dortmund, while Guinness and DAB will also be involved in international activations, allowing fans to look forward to promotions during Champions League away trips, for example. Since 2024, the long-established Dortmund brand has been actively promoted alongside Borussia Dortmund—particularly in international markets—through a range of initiatives, from digital campaigns and special editions to fan events and watch parties.

Carsten Cramer, spokesperson for the BVB Board of Management, explains: “With Brinkhoff’s, Guinness, and DAB, we are strategically positioning our beer portfolio for the long term. Brinkhoff’s represents our Dortmund roots, Guinness brings additional variety and an internationally recognized brand to SIGNAL IDUNA PARK, and DAB carries our shared Dortmund heritage out into the world. In this way, we combine tradition, an attractive stadium experience, and Borussia Dortmund’s international focus into a strong overall concept.”

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