
"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.

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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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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The Black and Reds kick off the new Bundesliga campaign today, Saturday 29 August (kick-off 15:30 CEST), away to newly promoted SV 07 Elversberg – and the Werkself will come up against a familiar face who is currently causing a stir at ‘Elv’. For an affordable and easy journey to the Saarland, the 1,600 travelling fans can still use the WERKSELFgo car-share platform. Today’s matchday news..
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The European jersey has been launched, the UEL opponents have been drawn – and anticipation for the European campaign is running high. To mark the occasion, an autograph session was held on Friday afternoon, 28 August, at the Fanwelt with current Werkself player Montrell Culbreath and official club legend Paulo Sergio.
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