Overview

• The brewery confirmed Müller as its new public face, with the role reported to begin on January 1, 2026, taking over from Jürgen Klopp.
• Company executive Dr. Stefan Kreisz called Müller a legend who embodies Erdinger’s values, and Müller described the brand as a piece of home.
• The contract length was not disclosed, and media reports speculate his pay could be similar to Klopp’s estimated €2 million per year, which has not been confirmed.
• Reports indicate rival brewer Paulaner also sought a deal, a notable twist given Müller’s past appearances in Paulaner campaigns during his Bayern tenure.
• Erdinger says it will activate campaigns in Germany and leverage Müller’s MLS profile to strengthen its presence in Canada and the United States ahead of 2026.