German Bundesliga football club Schalke 04 has sealed a four-year extension to its stadium naming rights deal with the C&A Veltins Brewery through 2019.
Schalke’s home stadium will continue to be known as the Veltins Arena – a name it has held since 2005. Veltins has been Schalke’s premium brewer since 1997 and holds the pouring rights at the stadium until 2023.
Veltins chief executive Michael Huber said: “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. For us as a premium brand, having Schalke as partners gives us maximum identity and acceptance.”
Veltins became Schalke’s principal club and team sponsor in 1997 and featured on the team’s shirt until 2001. It is one of the club’s main sponsors alongside German sportswear giant Adidas.
The Meschede-based company will place an increased focus on collaborating with Schalke on social media promotions and supporter activities over the coming years.
Schalke needs a point from its final match of the season against Nurnberg on Saturday to secure third place in the Bundesliga and a spot in the group stages of next season’s Uefa Champions League.