EDEKA launches Hamburger SV branded BOOSTER energy drink

EDEKA is launching a limited edition of BOOSTER Original energy drinks featuring Hamburger SV (HSV) branding in Northern Germany. The release coincides with the start of the Bundesliga season and serves as a visible marker of the ongoing exclusive partnership between EDEKA and the football club.

The partnership, which began in July 2026, covers HSV’s men’s and women’s Bundesliga teams as well as its football school. The collaboration focuses on shared values such as nutrition, community, and regional connection. To support the product launch, EDEKA plans various fan activations, including social media campaigns, contests, and sampling events at the Volksparkstadion.