Bitburger „Bit im
Büdchen" with
Robby Hunke

The Format

10 episodes. The 2026 Football World Cup. A host who bridges generations, platforms and real football moments. In 2026, Bitburger is taking its own approach to social media, launching "Bit im Büdchen" — a new social format built around the World Cup summer. Developed together with Düsseldorf-based sports agency zwoelfstein, the cross-media conversation format accompanies fans on YouTube, Instagram and TikTok.

The Idea

At its core, „Bit im Büdchen" stands for exchange, attitude and genuine football conversations. In doing so, the format picks up the World Cup campaign motto „Bitte nehmt's in die Hand" and translates it into dialogue-driven content for social media. Robby Hunke guides viewers through short interviews, Q&A rounds and mini-games — sharp, approachable and platform-native.

Bitburger Statement

„With Robby Hunke, we're not bringing a classic host into the format, but a genuine voice of the fans. 'Bit im Büdchen' stands for honest football talk, for emotion without filters, and for exactly the kind of conversations that otherwise only happen in front of the kiosk. That's precisely the closeness we want to bring back to social media." Hagen Schlüter, Head of Brand Bitburger

Robby Hunke as the Face of the Format

The face of „Bit im Büdchen" is Robby Hunke. As a football commentator and host, he is one of the best-known voices in German football. Whether on Magenta TV, DAZN or RTL — Hunke stands for expertise, attitude and closeness to the fans. With his authentic style, he reaches classic football lovers just as much as a young social media generation.

Robby Hunke Statement

„I love talking about football — especially in this special Büdchen atmosphere. Together with exciting guests, we tackle current topics, exchange opinions and get the community really fired up for the World Cup summer." Robby Hunke, football commentator and host

Football Icons for Young and Old

Prominent guests are expected at the Büdchen: football legends and current personalities who appeal to long-time fans and the younger generation alike. Hans Sarpei and Peter Neururer have already been confirmed — two names that stand for expertise, passion and entertainment value. More guests will follow in the coming weeks.

Production

The concept for „Bit im Büdchen" was developed by Bitburger together with zwoelfstein. The Düsseldorf-based agency for sports communication and talent management combines strategic brand communication with a deep understanding of sport, creator culture and digital platforms. The complete production of the format is handled in-house and independently by Bitburger.

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