Bundesliga season return boosts hospitality and stadium offerings

The return of the Bundesliga season is driving significant engagement in the hospitality sector. According to Sky Deutschland, 47% of viewers watch live matches outside the home in venues such as bars and hotel bars. Data shows that the highest reach for the 2025/26 season occurred during the match between FC Bayern München and Borussia Dortmund, with 1.59 million viewers watching in public venues.

In conjunction with the new season, Borussia Dortmund (BVB) is expanding its beverage offerings at its stadium. While maintaining its long-standing partnership with the Dortmund brewery Brinkhoff’s, the club will now also serve Guinness at selected stands. Both brands are distributed by the Radeberger Group. This expansion aims to provide more variety for fans, particularly catering to international preferences.