The European Championship is awash with beer, quite literally. From the bustling fan zones to the stadium perimeters, inside the concourses, and spilling onto the stands, beer is an undeniable element of the Euro 2024 experience. Fans, players, and even journalists – much to the amusement of those observing from a dry distance – have found themselves caught in the frothy deluge, scrambling to protect equipment and occasionally attending press conferences with a distinct beer aroma.
Perhaps a touch of sympathy is warranted. And definitely a discussion about the ubiquitous plastic cups, which have become projectiles launched from the stands, raining down on players taking corners or goal kicks.
But first, let’s delve into the beer itself.
Bitburger, a German brewing giant, proudly sponsors the tournament, and their beverages dominate the stadium bars. At venues like the Allianz Arena, a 500ml serving of Pils, Radler, or non-alcoholic beer costs €7. In Cologne’s RheinEnergieStadion, they serve Kölsch, a lighter, sweeter beer typically served in smaller, cylindrical glasses. Notably, there are generally no limits on the quantity fans can purchase, and drinking is permitted throughout the stadium.
However, there are exceptions to this free-flowing beer policy.
For England’s high-stakes group match against Serbia in Gelsenkirchen, a reduced-alcohol beer, at 2% ABV compared to the usual 4.8%, was served. This measure was part of heightened security protocols for a game deemed high-risk. Other restrictions included a ban on alcohol consumption within the stadium seating areas. It remains to be seen if similar measures will be in place for England’s round-of-16 clash against Slovakia, also in Gelsenkirchen.
Even with the occasional lower alcohol option, many visiting fans, particularly from nations with stricter stadium alcohol policies, are relishing a greater sense of freedom when it comes to enjoying a beer at the game.
Reduced-alcohol beer being served at the Serbia vs England match, highlighting security measures.
In England, since 1985, drinking alcohol within sight of the pitch has been prohibited at Football League matches. Scotland enforces even stricter rules, with a complete ban on alcohol inside stadiums. Spain only permits non-alcoholic beer, and France prohibits in-stadium alcohol sales for Ligue 1 games. Serbia restricts bar service around stadiums to the two hours leading up to kick-off.
Then there’s Germany, the host nation, where beer culture is deeply ingrained in football.
UEFA, when organizing tournaments, typically adapts its food and beverage regulations to local laws. In Germany, alcohol is an integral part of the Bundesliga matchday experience. While restrictions may be implemented for high-risk games, as witnessed at Euro 2024, the idea of watching football without a beer in hand is fundamentally un-German.
German clubs heavily rely on beer sales for revenue, with brewery sponsorships being common in the top two leagues. Schalke 04’s Veltins Arena famously boasts a 5km beer pipeline connecting the stadium to a local brewery. Beer showers erupt from German terraces regularly when goals are scored. Borussia Dortmund’s “Yellow Wall” stand, when illuminated and viewed from the right angle, can appear to be weeping tears of joy – or beer – after a goal.
Concerns about excessive drinking did surface before the tournament. The UK Foreign Office even issued a warning to England fans about the strength of German lager. However, these fears have largely been unfounded. Arrest rates have been low, and while fans have enthusiastically embraced beer gardens, serious incidents have been minimal.
The Athletic spoke with a steward at Allianz Arena who confirmed that behavioral issues have been rare during the tournament so far. Despite serving full-strength alcohol at all Munich games, none of which have been classified as high-risk, the atmosphere has remained largely positive.
The persistent issue, however, is the plastic cups – a nuisance that seems to be everywhere, even infiltrating press conferences. Dragan Stojkovic, the Serbia coach, was recently asked if Serbian fans throwing cups at Danish goalkeeper Kasper Schmeichel contributed to his team’s elimination after a goalless draw. His plea was simply, “Please, ask me about the football.”
A beer cup is thrown as Kasper Schmeichel prepares to take a goal kick against Serbia, illustrating the issue of fan behavior.
So far, Croatia, Scotland, and Albania have been fined by UEFA for fans throwing objects onto the pitch, and more fines are likely. During a group stage match between France and the Netherlands, Antoine Griezmann had to dodge a barrage of beer cups while taking a corner. Germany’s Toni Kroos against Switzerland in Frankfurt, and Italy’s Lorenzo Pellegrini against Croatia, faced similar bombardments.
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Prior to the game in Leipzig mentioned above, plastic cups rained down on fans and journalists in the lower stands. In another instance, a cup even struck the ball on the pitch. When Schmeichel was targeted, Yussuf Poulsen had to clear the penalty area of cups.
Following England’s 0-0 draw with Slovenia, Gareth Southgate was met with jeers and plastic cups when he approached the fans. The English FA is anticipating a fine as a result.
Is UEFA planning to take action regarding these “Euro Cups” being thrown?
A UEFA spokesman stated that they are awaiting full reports before making any decisions. While something may be brewing, the exact nature of UEFA’s response remains unclear.
Plastic cups are not typically a major problem in German football. However, isolated incidents have occurred. In March 2022, a Bochum vs. Borussia Monchengladbach game was abandoned after an assistant referee was struck by a beer cup. In 2023, a 3. Liga match between Zwickau and Rot-Weiss Essen was halted at halftime after a referee had beer thrown in his face. These incidents, while serious, are relatively rare, possibly due to recent legislative changes.
Since 2023, many German stadiums have been transitioning to reusable cups. Fans pay a deposit for a cup upon entry and can reclaim it by returning the cup after the game. Bayern Munich implemented this system in 2018-19, and numerous other clubs have since followed suit. This initiative addresses environmental concerns and also encourages fans to hold onto their cups to recover their deposit, potentially reducing cup-throwing incidents.
The atmosphere at Euro 2024 has largely been positive, with fans generally enjoying the shared experience. Stadiums and city centers have been filled with vibrant energy and camaraderie. Despite isolated instances of hostility, the overall mood has been friendly and celebratory.
A Belgium fan wearing a helmet instead of using a plastic cup, showcasing humorous fan culture.
This tournament marks the first major football event in mainland Europe without Covid-19 restrictions in many years. Many fans seem to be treating Euro 2024 as a holiday, determined to maximize their enjoyment despite some initial organizational hiccups.
Fans often only grab headlines for negative behavior. At this tournament, where fan conduct has generally been commendable despite some logistical challenges, they deserve recognition for contributing to the colorful, atmospheric, and festive nature of Euro 2024.
The freedom to enjoy a beer, despite the plastic cup controversies, has undoubtedly been part of this overall positive fan experience.
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(Top photo: A plastic cup on the pitch during the Slovenia vs Serbia match; by Clive Mason via Getty Images)
