EHC Red Bull München and Hacker-Pschorr extend partnership until 2034

Monday, 11. September 2023 | EHC Red Bull München and Hacker-Pschorr extend partnership until 2034

Until 2034: Hacker-Pschorr and Red Bull Munich extend partnership// CURRENTTraditional brewery Hacker-Pschorr and German ice hockey champions EHC Red Bull München have extended their long-standing partnership ahead of schedule until 2034. This means that the popular beer will continue to be served at the Red Bulls' home games.

Back in 2013, the brewery and the Red Bulls concluded their first agreement, which laid the foundation for a long-term partnership based on trust. The opening of the four-time German ice hockey champions' new home venue in 2024, the SAP Garden, now marks another milestone in the history of EHC Red Bull München, which also marks a milestone in the association with the brewery. Hacker-Pschorr will also be the official beer partner at the SAP Garden.

Hacker-Pschorr bleibt bis 2034 Partner der Red Bulls

Hacker-Pschorr has been known as a partner of ice hockey for decades. The long-term commitment to Red Bull Munich is also a clear commitment to ice hockey in Munich and to the fans who share the love of the sport.

"The heaven of Bavaria, that's Hacker-Pschorr"

Andreas Steinfatt, Managing Director of Hacker-Pschorr Bräu GmbH: "We are delighted and proud that we will be serving our outstanding Hacker-Pschorr beer in the SAP Garden from 2024. And of course we hope to have many reasons to celebrate with the ice hockey club and its fans. Over the years, successful cooperation has turned partners into friends. Starting next year, Red Bull Munich will play in one of the most modern ice arenas, whose silhouette will also become a trademark of the state capital. Sports enjoyment for the fans is guaranteed, so we'll be happy to make sure the spectators enjoy themselves during the intermission."

Christian Winkler, Managing Director Sports Red Bull Ice Hockey: "The early, long-term extension of our partnership until 2034 is a great milestone of our previous, long-standing cooperation. Quite deliberately, I would also like to add: Over the years, this partnership has developed into a friendship. The Bavarian sky, that's Hacker-Pschorr. And in sports terms, this Bavarian heaven is a perfect match for our club, which is currently the most Bavarian team in the German Ice Hockey League with 16 Bavarian players."

Hacker-Pschorr is one of the great traditional breweries in Munich. Since the 15th century, the name "Hacker" has stood for pure beer enjoyment, for what is original, for what is worth living and loving about Bavaria. In 1417, the brewery was founded in what is now Munich's "Altes Hackerhaus" pub and developed into Munich's leading large-scale brewery in the 18th century under the husband and wife team of Joseph Pschorr and Maria Theresia Hacker.