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Werder Bremen, Schalke eye Asian market with new partnerships

Werder Bremen has agreed a sponsorship deal with sports event and marketing agency Yingsheng Sports Culture Development, while rival German Bundesliga football club Schalke 04 has signed partnerships with online gaming company K8.com and football news service Beijing Doogoal Technology.

The length of Werder’s partnership with Yingsheng was not disclosed.

The company, which specialises in the organisation and marketing of sporting events and the operation of football academies in China, will benefit from brand exposure at the Weserstadion as part of the agreement.

The partnership represents the latest move to raise Werder’s profile in Asia, with the club having earlier this month partnered with online gaming company Heji18.com.

Meanwhile, K8.com has signed an initial two-year deal with Schalke, covering the 2017-18 and 2018-19 seasons. The deal includes the option for a further year.

The deal names K8.com as Schalke’s official Asian online gaming partner. The company will receive promotion via LED boards at the club’s Veltins Arena stadium and will also serve as Schalke’s official ‘extra time sponsor’. Further promotion will be granted across the club’s Asian-language websites.

Schalke’s partnership with Doogoal will see the two parties collaborate on virtual membership and e-commerce merchandising initiatives in the Chinese market.

Schalke will also have a presence on Doogoal’s All Football App. The length of the agreement was not disclosed.

“Partnering with Doogoal and being part of the All Football App will give FC Schalke 04 a unique opportunity to leverage digital tech platforms and establish a direct channel to engage with the Chinese football fan base as well as expand our reach internationally,” Alexander Jobst, a member of Schalke’s managing board for marketing, said.

“Our goal for the partnership is to communicate with Chinese fans in ways they feel most familiar with. Ultimately we want to fulfil the needs and demand of our passionate and loyal Chinese Schalke 04 fans and establish the clubs position on the international stage.”