After almost 30 years: New beer partners at the Hahnenkamm Races

At the Hahnenkamm Races in Kitzbühel, there will be a change in sponsorship, which fans on site will directly notice.

Gösser no longer in Kitzbühel after a long era

From the 87th edition in January 2027, Kitzbühel will have a new beer partner. After almost 30 years, Gösser is ending its sponsorship appearance at the ski festival. The Bavarian private brewery Erdinger will follow as sponsor.

For beer pouring around the race weekend, Erdinger is relying on a partner from Austria. The Salzburg private brewery Stiegl will jointly take over the beer pouring around the races with Erdinger.

Stiegl Beer for the Fans

The two family-owned companies have been working together for years: Stiegl distributes Erdinger wheat beer in Austria. In addition, Stiegl is a long-standing partner of Austrian skiing and is represented in many Tyrolean ski resorts.

The new beer concept was presented in the finish house of the Streif. Stiegl owner Heinrich Dieter Kiener emphasized the role of local beer: "When the world looks to Kitzbühel, Austrian beer should also have its place there."

More than 85,000 fans are expected in Kitzbühel around the race weekend. According to the organizer, over 200 million people worldwide follow the races on TV.

The partnership will also be visible in retail: Stiegl will launch a limited-edition Goldbräu can in Hahnenkamm design before Christmas.