Hamburg toasts renewal of historic Holsten deal

Holsten has agreed a three-year extension to its long-running partnership with 1.Bundesliga football club Hamburg SV.

The Hamburg-based German brewery’s new deal will take effect from the 2013-14 season. It will continue as an exclusive partner and official beer of the club.

Frank Maßen, chief executive of Holsten Brewery, said: “Holsten and HSV are now hardly conceivable without the other. In our over 70-year partnership we have had with players and fans many unforgettable moments together.”

Hamburg concluded its 2012-13 1.Bundesliga season with a 1-0 home defeat to Bayer 04 Leverkusen on Saturday, finishing seventh in the table.