HSV and König-Brauerei extend Partnership until 2026

König-Brauerei has been the exclusive partner of HSV since 2015. With the premium brand König Pilsner, the brewery acts as the club's beer partner. The cooperation is extended for another three years. 

HSV fans can continue to look forward to freshly tapped König Pilsener in the Volksparkstadion: the partnership between HSV and König-Brauerei, which has been in place since 2015, has been extended for a further three years. König Pilsener will therefore remain the beer for all HSVers until summer 2026.

In addition to serving beer at the Volksparkstadion, König-Brauerei has been and continues to be very active in the HSV environment. With the König Pilsener betting game in the HSV app as well as additional competitions, the beer partner of Hamburger SV has already created exciting "Money can't Buy" experiences in recent years, such as the opportunity to win a trip to the training camp. Fans of the Red Shorts can look forward to interesting insights behind the scenes of the professional team as well as other great promotions in the future. Among other things, a König Pilsener special can in the HSV design is planned once again.

"König-Brauerei has at all times given us the feeling that the partnership with HSV is a matter close to its heart and that it wants to fulfil its role as beer partner in the long term. This conviction, the professional cooperation and the brewery's active involvement in the stadium and fan experience fit the DNA of HSV. That is why we are very pleased that with the extension of the partnership by three years we are continuing on the path we have taken together," says Jonas Boldt, CEO of HSV Fußball AG.

And Lisa Wulf, Managing Director of König-Brauerei, is also delighted about the contract extension: "We are very pleased to continue the trusting partnership with Hamburger SV, which is characterised by fairness and respect. For us, a traditional club like HSV with its numerous and passionate fans is an outstanding partner. Now we are keeping our fingers crossed for a successful final spurt of the season and wish HSV that they will play again next season where they belong: in the 1st Bundesliga." 

"We are very pleased about the continuation of the beer partnership with König Pilsener and the clear commitment on the part of König-Brauerei to Hamburger SV. The extension of our successful partnership once again underlines the regional and national appeal of Hamburger SV. We would like to thank König-Brauerei for their support over the past years and for the trust they have placed in us by extending our contract," said Johannes Haupt, Senior Director Team HSV at HSV's marketing partner SPORTFIVE.

About König-Brauerei:
"Quality is the top priority" - this was the guiding principle of Theodor König, who founded the König-Brauerei in 1858. Nothing has changed in the past 165 years. Our master brewers still select only the best raw materials. And still, with a lot of heart and soul and experience, they produce a beer that meets the highest standards. Since 2007, the strong premium brands Bitburger, König Pilsener, Köstritzer and Licher have been operating in the German beer market under the umbrella of the Bitburger Brewery Group.