
"The contract extension with Bitburger is another indication we have confidence in long-term partnerships and we want to continue to develop this one together," said Markus Breglec, Bayer 04 chief marketing & innovation officer. We have worked with Bitburger since 2007 and they are the partner with the longest loyalty to us. So it's even better for us to achieve the extension both for the club and, of course, for the fans too."
As a partner in the Sponsors club, Bitburger has the right to sell alcoholic and non-alcoholic drinks of the Bitburger and Benediktiner brands at the BayArena as well as at all Bayer 04 events. The family brewery also has naming rights for the North Stand as well as the beer garden at the BayArena. Marco Boor, head of regional marketing and sponsorship at Bitburger, sees the extension as a sign of consistency and loyalty: "We are proud to have agreed the extension with Bayer 04. We have had an active partnership with the club and their fans for many years and we look forward to further years together under the Cross."
About Bitburger:
Bitburger is one of Germany's leading private breweries. The success of the traditional company has been based for over 200 years on the uncompromising desire for the highest quality and courage to introduce technological innovation. As a family company the seventh generation, Bitburger has also traditionally been involved in its home region. And Bitburger believes the careful use of natural resources and an effective contribution to environmental and climate protection are essential.

Werkself-TV shows the highlights of the Bayer 04 women's 1-2 loss against VfL Wolfsburg on the 2nd matchday of the Google Pixel Women's Bundesliga 2026/27.
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Bayer 04’s eight opponents in the group stage of the 2026/27 UEFA Europa League have been confirmed. At the draw on Friday 28 August held at the Grimaldi Forum in Monaco, the Werkself were drawn against two opponents from each of the four pots. There are a total of four home and four away matches. Read on for details of opponents and fixture dates.
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In the 3-2 defeat at Bundesliga newcomers SV 07 Elversberg, the Werkself found the back of the net in the closing stages and, with a bit of luck, could still have equalised. “Today, our play wasn’t good enough, particularly when it came to the basics,” said head coach Carles Martínez. Like the boss, Ibrahim Maza also wants to learn from the match and look ahead: “Next week, people should be able to see from the very first minute that we want it more than our opponents.” The Werkself review on the Bundesliga opener in 2026/27.
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Werkself TV shows the highlights of Bayer 04's 2-3 loss at SV 07 Elversberg on Matchday 1 of the 2026/27 Bundesliga season...
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No points to start the league campaign: Bayer 04 lost 3-2 away to newly promoted SV 07 Elversberg in the first Bundesliga match of the 2026/27 campaign. Two quick-fire goals from Lukas Petkov (8’) and Cole Campbell (10’) gave the hosts an early lead, before David Mokwa scored the Saarland side’s third shortly after half-time (46’). In the closing stages, the Werkself rallied and staged a late comeback with goals from Patrik Schick (77’) and Christian Kofane (90+1’), but the Black and Reds were denied an equaliser.
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