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New European
10-05-2025
- Business
- New European
The football club letting fans in for free
'Die einzig wahren Farben für uns sind rot und weiss!' sing the two excited young brothers, banging on the sides of the U-Bahn in Düsseldorf – 'the only true colours for us are red and white!' The tram is busier than usual, even for a Fortuna home game on a sunny Saturday lunchtime. Not because the team are doing particularly well (they only have an outside chance of promotion to the Bundesliga) and not because of high-profile opposition (Preußen Münster are battling to stay up), but because, today, all 52,000 tickets are completely free. Now into its second season, Fortuna Düsseldorf's 'Fortuna für alle' (Fortuna for all) initiative sees the club voluntarily foregoing ticketing revenue and compensating it with sponsorship from an alliance of high-profile, local businesses who want to be associated with a new, socially inclusive business model. 'We got lucky in the lottery and thought we'd make a weekend of it,' say one couple, exiled Fortuna fans from Unna, near Dortmund, while another fan shouts to his mate to pass the Jägermeister down the carriage – at 11:20am, it should be said. Fortuna für alle began with a three-game pilot last season and was expanded to four free games this season, with the ultimate aim of one day offering all 17 home games to fans free of charge. 'Simply continuing with business-as-usual was no option for us,' said Alexander Jobst, the chief executive. 'This is our answer to some of the challenges facing professional football.' Despite playing in a 52,000-capacity stadium in one of Germany's richest cities, Fortuna have traditionally struggled to match the passion of close neighbours like Schalke, Cologne or Borussia Mönchengladbach, or the sporting success of Borussia Dortmund or Bayer Leverkusen. 'In a city of this size with a stadium of this size, there is so much potential,' says Jobst. 'Düsseldorf has top ambitions. Both businesses and fans want Fortuna to be in the Bundesliga. But from an economic point of view, I say: the engine needs petrol first.' Outside the MERKUR-Spiel-Arena, older fans are filling their tanks with sizzling Bratwurst washed down with dark, local Altbier. A notably large number of young children play on the grassy slopes near the turnstiles. Katrin is a season ticket holder and is happy that the stadium is full for 'less attractive' games, when normally it would normally be 'half empty'. But she worries that the scheme could attract too many people who are just there for a free day out rather than to actually support Fortuna. Her mother, Ursula, however, points out that the vast majority of the sell-out crowd is wearing red and white merchandise. 'They must have already been fans, they must have had the gear in the wardrobe somewhere, so maybe they just couldn't afford to come.' Indeed, despite German football's reputation for cheap tickets (and standing tickets on the terraces are generally less than €15), a single match for a family of five, with all it entails, could easily cost €150. Fortuna came agonisingly close last season, losing a dramatic promotion play-off on penalties. They're too far off the pace this season, despite a 1-0 win over Münster. After that game, the players mentioned the difference a full stadium makes, especially when holding on with ten men. 'It's an amazing feeling when the whole stadium celebrates a tackle like a goal,' says centre-back Jamil Siebert. 'We need this energy more than ever,' said David Kownacki, the goalscorer. 'Football is a cultural asset which should be accessible to all,' says Jobst. 'That's a key element of 'Fortuna für alle.' But we also want success. We want to play in the Bundesliga.' Matt Ford is a British football journalist living in Germany
Hamilton Spectator
28-04-2025
- Business
- Hamilton Spectator
Widmer Brothers Brewing Celebrates 40th Anniversary
PORTLAND, Ore., April 28, 2025 (GLOBE NEWSWIRE) — Widmer Brothers Brewing , the creator of the Original American Hefeweizen and a Tilray Brands, Inc., (NASDAQ: TLRY and TSX: TLRY) craft beer brand, commemorates its 40th anniversary with the launch of the '40 Years of Cheers' campaign celebrating Widmer's iconic beers through the years. This multi-stage celebration marks the brewery's 40th anniversary and will feature the re-release of four iconic Widmer Brothers beers. The '40 Years of Cheers' campaign will kick off with the re-release of Altbier, the first beer brewed and sold by Widmer Brothers in 1984. Altbier is a traditional German-style ale known for its amber hue, assertive bitterness, and clean, roasted finish. This beer represents the beginning of the Widmer Brother's brewing journey, brewed with a variety of reclaimed equipment in what is now Portland's Pearl District. 'A lot can change in 40 years, but great beer still brings people together. 40 Years of Cheers not only pays homage to four decades of craft beer innovation but also sets the foundation for the future of the brand. With 40 years of experience and a Widmer Hefe in hand, we are excited to bring both new and classic Widmer beers to Portlanders and write the next chapter of Widmer Brothers,' says Brian Hughes, Brand Director, at Tilray Beverages West Coast Brands. Altbier will be the first of four beers to be re-released throughout 2025, with each beer representing a different decade of Widmer Brothers' history. Details on the next re-release, a fan-favorite summer seasonal from the 2000s, will be announced in the coming weeks. 'Beers Through the Years' will be available in limited, small-batch quantities at a handful of local Portland bars and restaurants: When the last keg blows, that will be it! For more information about Widmer Brothers, the '40 Years of Cheers' campaign, and upcoming beer releases, visit and follow @widmerbrothers on social media. About Widmer Brothers In 1984, Kurt and Rob Widmer quit their jobs to follow their passion for making great beer to share with friends and family. From the very first pitcher, the Widmer Brothers aimed to create beer that's easy to enjoy and perfect for any occasion. While much has changed over the years, the core belief that great beer brings people together remains the same. Widmer Brothers is proud to celebrate its 40th anniversary in 2024-25 and looks forward to many more decades of brewing excellence. About Tilray Brands Tilray Brands, Inc. ('Tilray') (Nasdaq: TLRY; TSX: TLRY), is a global lifestyle and consumer packaged goods company at the forefront of beverage, cannabis and wellness industries with operations in Canada, the United States, Europe, Australia, and Latin America that is leading as a transformative force at the nexus of cannabis, beverage, wellness, and entertainment, elevating lives through moments of connection. Tilray's mission is to be a leading premium lifestyle company with a house of brands and innovative products that inspire joy, wellness and create memorable experiences. Tilray's unprecedented platform supports over 40 brands in over 20 countries, including comprehensive cannabis offerings, hemp-based foods, and craft beverages. For more information on Tilray Brands, visit and follow @Tilray. 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