Dortmund pour new life into beer portfolio with Guinness and DAB

Borussia Dortmund have realigned their beer partnerships until at least 2031, renewing with Brinkhoff’s while adding Guinness and DAB ahead of the 2026-27 Bundesliga season.Brinkhoff’s will remain Dortmund’s signature stadium beer at Signal Iduna Park, extending a relationship with the club that dates back to 2008.Borussia Dortmund managing director Carsten Cramer said: “Brinkhoff’s has been a reliable partner of Borussia Dortmund for many years and is closely associated with our matchday experience and our fans.”The agreement also brings Guinness and DAB into Dortmund’s commercial portfolio, with both brands set to be served at home matches.Guinness’ involvement marks the Irish brand’s first partnership with a German football club, giving it a direct route into one of Europe’s largest and most recognisable matchday environments.DAB, meanwhile, adds another Dortmund-linked beer brand to the club’s offer and will form part of the wider commercial arrangement alongside Brinkhoff’s and Guinness.The new structure gives Dortmund greater flexibility across their hospitality and catering proposition while also creating additional sponsorship inventory around different beer brands.Guinness and DAB will also be used in international activations and promotions, extending the value of the partnerships beyond Signal Iduna Park.That international element is particularly relevant for Dortmund, whose commercial strategy increasingly combines their domestic supporter base with global brand-building across key overseas markets.The agreement also reflects a broader move among major clubs to build category partnerships with multiple brands rather than relying on a single supplier for all rights and activations.With the partnerships secured until at least 2031, Dortmund have locked in a long-term beer portfolio that blends an established local relationship with two new brands capable of supporting broader international marketing.