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Ten episodes. Ten guests. Four shoot days. You'd think that's as far as it goes — or is it? What started as an idea at a corner kiosk became one of the most authentic social formats of the 2026 World Cup. "Bit im Büdchen" — developed by zwoelfstein for Bitburger — took football talk exactly where it belongs: out of the studio, into the real world.
Host Robby Hunke welcomed personalities from every corner of football across ten episodes: coaching legends, active pros, reporters and voices shaping the game. No script, no polished answers. Real conversations about memories, opinions and favorite moments — exactly the kind of talk you'd otherwise only have with friends right before kickoff.
The format ran on YouTube, Instagram and TikTok — across Bitburger's channels and those of the personalities involved. Small games, spontaneous questions, honest reactions. Exactly how football in summer 2026 is supposed to feel.
The guests at a glance
A huge thank-you to all the guests who came from our network and agreed to take part. Every one of them carried the format idea behind "Bit im Büdchen": authentic, approachable, unfiltered.
Peter Neururer
Coaching Legend · Bundesliga Institution
Born 1955 in Marl. Over 600 Bundesliga matches as head coach at Schalke 04, VfL Bochum, Hannover 96, 1860 München and MSV Duisburg. Known for his colorful character, his straight-talking mentality, and stories that outlast halftime.
Friedhelm Funkel
Football Legend · Record Promotion Coach
Born 1953 in Neuss. Over 900 matches as head coach. Six Bundesliga promotions — a record. Player and coach at Bayer Uerdingen, then 1. FC Köln, Eintracht Frankfurt, VfL Bochum and Kaiserslautern. One of the most formative figures in German football.
Lukas Sinkiewicz
Former Bundesliga Pro · Assistant Coach, 1. FC Köln
Born 1985 in Poland. Bundesliga pro at 1. FC Köln, Bayer Leverkusen, FC Augsburg and VfL Bochum. Three caps for Germany. Now assistant coach at 1. FC Köln. Brings the perspective of a former player who knows both sides of the business.
Hans Adu Sarpei
Former Bundesliga Pro · Ghana International
Born 1976 in Tema, Ghana. 36 caps for Ghana, including the 2010 World Cup quarterfinal run. Bundesliga pro at VfL Wolfsburg, Bayer Leverkusen and FC Schalke 04. Well known, well liked, and a voice for diversity and integration in football.
Rosa Jacob
Content Creator · Social Media Voice
A young, fresh voice in the football content world. Represents the generation that no longer just watches football on TV, but experiences it on TikTok, Instagram and YouTube — exactly the audience "Bit im Büdchen" was made for.
Katharina Reckers
Sports Journalist · Host
Sports journalist and host with a keen sense for the stories behind the game. Represents the growing number of strong female voices in sports journalism — knowledgeable, approachable, and bringing a perspective that's changing football.
Patrick Berger
Sky Sport · National Team Reporter
Reporter at Sky Sport covering the German national team, Borussia Dortmund and transfers. Over ten years of experience, a strong network of managers, players and agents. Close to the national team at the 2026 World Cup — with insights only someone with that access can deliver.
Jonas Hofmann
Football Pro · Germany International
German national team player. Spells at Borussia Mönchengladbach and Bayer Leverkusen. Brings the perspective of an active pro — someone who's actually out on the pitch that all these conversations are about.
Laura Hofmann
Content Creator · Football Personality
Connects the world of football with social media content. Represents the side of the game beyond the pitch — the stories behind the scenes, the families and partners who live football every day.
Fabian Klos
Former Bundesliga Striker · Arminia Legend
Born 1987 in Gifhorn. 13 years at Arminia Bielefeld: 418 matches, 155 goals. An old-school center forward — one who celebrates his goals like a fan. Stands for passion, loyalty, and a deep love of football that transcends every league.
Thanks to everyone.
A format like "Bit im Büdchen" lives and dies by its guests. Ten personalities who took the time to speak openly, share their stories, and create an atmosphere that feels like a conversation you can simply drop into.
A special thank-you goes to Bitburger — as the official partner of the national team, the brand showed the courage to develop a format beyond the classic studio talk. "Take it into your own hands" — the campaign's motto was taken literally with "Bit im Büdchen."
And of course to everyone who stood behind the camera, organized shoot days, and made it possible for ten episodes to come together in four days of filming. This is what zwoelfstein does as a creative agency in sport: dreaming up formats, activating them, and bringing in a network that's second to none in football.
