Schalke 04 and VELTINS Extend Landmark Partnership to 2035
A decade of certainty has been secured for both FC Schalke 04 and Brauerei C. & A. Veltins, as the German football club confirmed a ten-year extension of their long-standing partnership, solidifying one of the most enduring sponsor relationships in European football.
The renewed agreement, extending through 2035, ensures VELTINS will maintain its position as the club’s main sponsor, retain the stadium naming rights – guaranteeing the venue will remain the Veltins-Arena – and continue as the exclusive pouring partner.
Under the terms of the extended contract,VELTINS will continue to benefit from prominent front-of-shirt branding,extensive visibility throughout the stadium,and exclusive hospitality and catering rights for both matchdays and non-football events held at the arena. The brewery will also remain Schalke’s official beverage partner, with full category exclusivity for its products within the stadium.
This partnership’s scope extends beyond the professional men’s team, encompassing Schalke’s women’s team and youth academy, embedding the VELTINS brand across the entire football operation. this comprehensive approach signals a commitment to long-term brand integration and support for all levels of the club.
“I would like to sincerely thank VELTINS for extending our long-standing partnership,” stated Matthias Tillmann, CEO of FC Schalke 04.”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 triumphant partner year in 2025 to a close with such a positive commitment sends a very strong message.”
Fabian Veltins, Marketing Managing Director at the C. & A. VELTINS Brewery, added, “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 lasting sporting partnership.”
The roots of the Schalke-VELTINS partnership stretch back to 1997, with the addition of stadium naming rights in 2005. This longevity places the collaboration among the longest uninterrupted sponsor-club relationships in German football, demonstrating resilience through shifts in league standing, club governance, and commercial strategies.
For Schalke 04,the extension provides crucial commercial certainty as the club navigates a period of sporting and financial rebuilding. Simultaneously, VELTINS secures a valuable, high-profile platform for brand exposure.
Why did it end? The original partnership began in 1997,initially as a regional sponsorship. It evolved in 2005 with the addition of stadium naming rights. The partnership didn’t end but was extended through 2035, demonstrating a commitment to longevity. Who was involved? The key players were FC Schalke 04, led by CEO Matthias Tillmann, and Brauerei C. & A. Veltins, represented by Marketing Managing Director Fabian Veltins. What was the agreement? The ten-year extension ensures VELTINS remains Schalke’s main sponsor, retains stadium naming rights (Veltins-Arena), and is the exclusive pouring partner, with branding on shirts and throughout the stadium. How did it come about? Positive discussions driven by a shared desire for a long-term future led to a financially robust deal,providing Schalke with momentum and VELTINS with a
