Freiburg renews with long-term beer partner Rothaus

German Bundesliga football club SC Freiburg has extended its partnership with the Rothaus brewery.

Rothaus will retain its position as the exclusive beer partner of the club and will benefit from TV-visible advertising exposure and various communication and activation rights.

The length of the new deal, which grants Rothaus pouring rights at all Freiburg home matches, was not disclosed.

The deal has been signed ahead of Freiburg’s move to a new stadium, which is due to open next year. Rothaus had been linked to the naming rights for the new stadium but the brewery will instead retain its position as Freiburg’s beer sponsor.

Discussing the naming rights for the new stadium, Freiburg chief executive Oliver Leki said, according to local newspaper Badische Zeitung: “We are in talks with several companies that are already well advanced and I hope we can report a deal soon.”

Rothaus has been a partner of Freiburg since 2005.