When two Bavarian icons come together, goosebumps are guaranteed, and this will be the case when football star Thomas Müller becomes the new brand ambassador for the private brewery ERDINGER Weissbräu on 1st January 2026. Hailing from the Alpine foothills, south of Munich, Müller embodies the friendly and no-nonsense approach of the unmistakable Bavarian way of life like no other. These are values that fit perfectly with ERDINGER: inspiring people and spreading the traditional joie de vivre the region is known for.

"With Thomas Müller, we have gained not only an exceptional athlete, but a true legend. He stands for authenticity, down-to-earthness, team spirit and passion. These are precisely the values that have always characterised ERDINGER. Together, we will launch unforgettable initiatives and create powerful, emotional campaigns," said Dr. Stefan Kreisz, spokesperson for the management of ERDINGER Weissbräu.

Thomas Müller is also looking forward to the partnership with great anticipation: “For me, ERDINGER is more than just a brewery. It is a Bavarian cultural asset, representing the pure joy of life and is a piece of home. I am really looking forward to this partnership and am proud to join the ranks of well-known ERDINGER advertising campaigns.”

Müller's sporting career is as impressive as it is unique: a 2014 World Cup winner, he has achieved numerous German championships with FC Bayern Munich, personal awards, and top rankings in the FIFA Ballon d'Or. He has long since reached legendary status in German football and is now causing great excitement at his new club, the Vancouver Whitecaps. Against the backdrop of the 2026 World Cup in North America, his international commitment gives ERDINGER Weissbräu's global presence a new boost, especially in Canada and the USA. But fans in other countries also have something to look forward to with planned campaigns expected to attract attention in restaurants, off-licences and on social media – naturally with the typical blend of humour and tongue-in-cheek wit that connects Thomas Müller and ERDINGER.

The appointment of Müller as ambassador follows the successful partnership the brand achieved with Jürgen Klopp which immortalised the phrases 'Never Skim an ERDINGER' and 'Don't forget the Best Bit'.