The German football club, FC Schalke 04, have confirmed a ten-year extension of their long-standing partnership with Brauerei C. & A. Veltins, securing the agreement through to 2035 and reinforcing one of the most enduring sponsor relationships in European football.
The renewed deal has ensured VELTINS will continue as the main sponsor, stadium naming rights holder, and exclusive pouring partner, with the club’s home venue set to remain the Veltins-Arena for at least another decade.
Under the extended contract, VELTINS retains front-of-shirt branding, broad in-stadium visibility, and hospitality and catering rights across matchdays and non-football events hosted at the arena. The brewery will also continue to supply its products throughout the stadium as Schalke’s official beverage partner, maintaining full category exclusivity.
The agreement spans Schalke’s men’s, women’s, and academy teams, embedding the VELTINS brand across the club’s entire football operation rather than limiting the partnership to first-team exposure.
Matthias Tillmann, CEO of FC Schalke 04, said, “I would like to sincerely thank VELTINS for extending our long-standing partnership. 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.”
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 sustainable sporting partnership.”
The partnership between Schalke and VELTINS dates back to 1997, with stadium naming rights added in 2005, placing it among the longest uninterrupted sponsor-club relationships in German football. Over nearly three decades, the collaboration has endured changes in league status, governance, and commercial strategy.
For Schalke, the extension delivers long-term commercial certainty as the club continues its sporting and financial rebuild. For VELTINS, it secures a premium, high-frequency consumption platform rooted in regional identity and supported by one of Germany’s most loyal fanbases.
In a sponsorship market increasingly shaped by short-term cycles and performance-linked deals, the ten-year term stands out. It reflects a shared commitment to stability, alignment, and legacy, reinforcing the Schalke–VELTINS partnership as a benchmark for longevity and trust in football sponsorship.
