Schalke to put payment chip in AllyouneedFresh sleeve sponsorship

May 19 – German Bundesliga club Schalke 04 will have an integrated chip in its replica shirts next season allowing fans to pay for services in the Veltins-Arena.

The Bundesliga changed its shirt sponsorship rules allowing sleeve advertising from next season. Schalke has signed on-line supermarket AllyouneedFresh who will have a payment chip inserted in the logo sleeve patch.

Fans will be able to pay with their jerseys for beer and food, as well as merchandise, on match days.

The food e-tailer has signed a four-year deal with Schalke that is reported to be worth €20 million.

AllyouneedFresh founder and chief executive Jens Drubelstated said: “FC Schalke 04 is an optimal partner for us. It is ‘the’ family club and it is known worldwide, with a fantastic fanbase and a very respected status everywhere. With their innovative nature, it provides a brilliant opportunity to redefine online food shopping.”

AllyouneedFresh has over 5 million customers and is recognised as one of Germany’s most innovative online retailers.

Schalke head of marketing Alexander Jobst said that the club were “delighted” to secure “a long-term partner with an excellent reputation” as well as “proud to be able to present the integrated chip payment function…this further underlines our positions as a leading innovator within the Bundesliga.”

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