December 22 – FC Schalke 04 have agreed a 10-year extension to their stadium naming rights with Veltins brewery.
The family-run traditional German brewery will have its name on the VELTINS-Arena under the new contract from the start of the 2026/27 season until the end of the 2035/36 season.
As well as the naming rights, the brewery will also retain the pouring rights and have various signage throughout the stadium as well as digital real estate.
“The discussions were positive throughout and driven by a shared desire to continue on this path together with a strong signal for the future. We have agreed on a financially robust deal that will give us real momentum in the years ahead. Bringing an overall successful partner year in 2025 to a close with such a positive commitment sends a very strong message,” said Matthias Tillmann, CEO of FC Schalke 04.
Veltins has been a key partner of Schalke 04 for nearly 30 years, beginning in the1997/98 season with the club’s shirt sponsorhip, followed by the acquisition of pouring rights and, since 2005, the stadium naming rights.
Activation over the years has seen numerous projects, including the VELTINS fan campaigns, which have created many special experiences, and ‘Dein Heimspiel’, giving amateur teams the opportunity to play a match at the VELTINS-Arena.
Fabian Veltins, Marketing Managing Director at the C. & A. VELTINS brewery and representative of the sixth generation of the family, said: “This contract extension underlines the strength and continuity of our partnership, something that is also deeply embraced by Schalke’s supporters. With its multi-functional character, the VELTINS-Arena has become a symbol of a likeable and sustainable sporting partnership.”
No value was given for the sponsorship.
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