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Bayer Leverkusen get the beers in
Beer took centre stage in Bayer Leverkusen’s celebrations on Sunday as the football club secured its first ever Bundesliga title.
The team, which has been runner-up of Germany’s top football division the Bundesliga several times, but never won, were nicknamed ‘Neverkusen’. But this cruel name can now be banished forever following its 5-0 victory over Werder Bremen and closest rival Bayern Munich being unable in recent weeks to catch up with the top team.
To celebrate, the team didn’t take as usual to exploding bottles of Champagne, but headed straight to the team’s beer sponsor, Bitburger, downing enormous glasses of the golden brew.
When it wasn’t being guzzled, it was being spilled all over manager Xabi Alonso, with several players taking to the post-game press conference to soak him in the beer.
The moment Leverkusen players bathed their coach Xabi Alonso in beer during press conference as they celebrated their first Bundesliga title. pic.twitter.com/yQWpKLhZ2E
— Lolade Adewuyi (@Jololade) April 14, 2024
He was later also given yet more beer showers in the dressing room by multiple players and members of staff.
Bayer Leverkusen players celebrated winning the Bundesliga for the first time in their history by dunking manager Xabi Alonso in beer!
They’ve still got their unbeaten run, the DFB-Pokal the Europa League to top off an already historic season
CC: @bayer04fussball pic.twitter.com/OlGYWTlJWC
— FIVE (@FIVEUK) April 15, 2024
Currently, the team are unbeaten for the season, having won 25 and drawmn four of the 29 games that they have played so far.
But following the beer-fuelled celebrations, it remains to be seen whether such golden form will continue after downing so much golden lager.
Bitburger extended its contract with the club last year until 2026, a move which has already paid off grandly with the team winning the title and the beer brand taking such a big role in the celebrations.
The beer brand sell alcoholic and non-alcoholic drinks of the Bitburger and Benediktiner brands at the club’s 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, said it was “proud” to sponsor Bayer 04 and had an “active partnership with the club and their fans for many years”.
Bitburger is one of Germany’s leading private breweries and is a seventh generation family firm that has been traditionally involved in activities its home region.