Breaking: Schalke 04 Extends Ten-Year Partnership With Veltins Through 2035

FC Schalke 04 has announced a decade-long extension of its flagship sponsorship with Brauerei C. & A.Veltins, locking in teh agreement until 2035. The renewal preserves VELTINS as the club’s main sponsor, stadium naming rights holder, and exclusive pouring partner, ensuring the Veltins-Arena remains the club’s home for at least ten more years.

The renewed deal keeps VELTINS’ front-of-shirt branding and broad in-stadium visibility, while retaining hospitality and catering rights on match days and during non‑football events at the arena. The brewery will continue to supply its products throughout the stadium as Schalke’s official beverage partner, preserving full category exclusivity.

Importantly, the extension covers Schalke’s entire football operation-men’s, women’s, and academy teams-embedding the VELTINS brand across the club rather than limiting exposure to the first team.

Key terms and meaning

Schalke’s leadership framed the deal as a financially robust agreement that signals long-term momentum for the club’s ongoing sporting and financial rebuild. It also strengthens VELTINS’ position as a regional brand with a high-frequency, stadium‑level platform.

“The extension reflects a shared commitment to a sustainable partnership,” said a Schalke executive. “It sends a powerful message as we close 2025 with stability and renewed ambition.”

From VELTINS’ side, the extension underscores the value of a durable, multi‑functional partnership that fans recognise as part of the club’s identity. “Our collaboration has become a symbol of continuity and mutual respect,” the brewery’s marketing director noted.

schalke and VELTINS began their alliance in 1997. Stadium naming rights where added in 2005, placing the collaboration among the longest uninterrupted sponsor‑club relationships in German football. Over nearly three decades, the partnership has endured shifts in league status, governance, and commercial strategy.

for Schalke, the extended agreement delivers long-term commercial certainty amid a rebuilding phase. For VELTINS, the deal secures a premium, high‑frequency consumption platform linked to a loyal regional fan base.

What the deal means for fans and the business of football

In an era of shorter, performance-linked sponsorships, a ten-year term stands out as a statement of stability and trust. The arrangement reinforces Schalke-VELTINS as a benchmark for sustainable football partnerships, blending regional identity with modern branding and hospitality opportunities.

Context and outlook

the partnership has anchored Schalke’s commercial strategy for years, offering stability as the club pursues its sporting and financial rebuilding. For VELTINS, the arrangement provides a high‑impact platform anchored in regional identity and supported by one of Germany’s most devoted fanbases.

For broader readers, long-term sponsorships like this exemplify how top clubs balance ambition with sustainability, leveraging iconic venues to deliver ongoing value to sponsors, fans, and communities alike. More on related sponsorship trends can be explored at industry and football leadership pages, including official league and club sources.

Two questions for readers

What impact do you think a decade-long sponsor could have on a club’s stability and performance on and off the pitch?

Would you rather see more long-term sponsorships like this or shorter,performance-linked deals in modern football?

Share your thoughts below and tell us which aspect of this partnership you find most compelling. For related reading, see coverage from major football authorities at Bundesliga and visit Schalke 04’s official site for direct updates.

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