C. & A. Veltins Brewery and FC Schalke 04 have agreed to extend the ‘VELTINS Arena’ naming-rights agreement by a further four years, taking it up until 2019.
“The VELTINS Arena name is the epitome of an engaging and sustainable sporting linkup and we’re looking forward to the furtherance of our relationship,” said chief Veltins representative, Michael Huber, on the continuation of the cooperation, the outcome of extensive negotiations.
The Royal Blues have enjoyed a successful and trusted partnership with the premium brewer since 1997, which reached its high point in 2005, when Veltins acquired the naming-rights for the Schalke stadium. Veltins also hold the pouring rights at the Arena until 2023.
In extending the naming-rights agreement, the Meschede-based brewery has underscored the positive aspects of the long-term relationship: ” As one of the biggest football clubs in Germany, FC Schalke 04 enjoy high brand recognition and an excellent reputation on account of their domestic and European successes,” said Huber. “For us as a premium brand, having Schalke as partners gives us maximum identity and acceptance. We’re convinced Schalke fans have been behind the VELTINS Arena name from the beginning because we have similar values – we’re down to earth, true to life and authentic.”
Schalke Director of Marketing, Alexander Jobst, takes a similar view: “With this contract extension we are setting an exclamation mark for the club and for the Bundesliga. Besides the commercial aspects, durability and credibility are important success factors for stadium naming-rights. We’re proud to continue a partnership with Veltins that is recognised and lived by the fans in equal measure. For us it’s more than a sponsorship deal: it’s a togetherness for another four years.”
The new deal continues to offer Veltins extensive marketing rights in addition to the exclusive right to supply beer to the Arena, which had already been agreed until 2023. Besides the principal sponsor, Veltins remains the most important partner to the Royal Blues, along with adidas. Over the next four years the two partners intend to increase the focus on social media promotions and supporter activities.
Veltins became the principal club and team sponsor in 1997 and featured on the Schalke shirt until 2001, a relationship that was extended in 2001 with the assumption of principal sponsorship rights for the newly-built Arena AufSchalke and reached its peak in 2005 when Veltins acquired the naming rights. The brewery had a major hand in the design of the new venue’s beer pouring system, which with its four central tank depots is unrivalled anywhere in Europe, and has driven catering performance at the Arena ever since.