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April 12, 2005
From July 1 on, Schalke’s Home is the Veltins-Arena
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Starting with the coming season, FC Schalke 04 will have its home matches in the Veltins-Arena. The Sauerland Brewers obtained the naming right for the home of the Royal Blues from July 1, 2005, for ten years until June 30, 2015. As a result, the Brewery C. & A. Veltins will continue its long standing commitment with the trendy Club in the future as the name sponsor of the arena.


Since 1997 the traditional brewers from Meschede-Grevenstein are associated with Schalke, and they have developed a close relation to the footballers. "We intend to show our partnership to the outside more conspicuously than before", Michael Huber said, general manager of the Brewery C. & A. Veltins, upon the presentation of this new milestone. "This step for us is of even importance in regards to ideals and communication, moreover, the name sponsoring underlines the gastronomical competence of the Veltins-Arena."


Rudi Assauer, director of the company operating the Arena and manager of FC Schalke 04, commented from the Club’s point of view: "Veltins is an ideal partner for us; we are bonded by practiced good partnership. Since its opening, we have had many inquiries about granting the naming rights of the Arena. What counted for Veltins was that without ifs and buts the Brewery agreed to a long-term commitment, which is of significant importance for granting the naming rights."


It holds good for the Arena AufSchalke that in the population interested in football it can demonstrate the second largest unsupported publicity profile among stadiums after merely four years of operation: immediately trailing the Munich Olympiastadion, but in front of even the Berlin Olympiastadion. Michael Huber explained that much thought and long discussions went into this form of naming as early as in the joint planning of today’s Arena in the late nineties.


"It was too early then, we did not want to bag Schalke’s soul. Nowadays, we feel that the Club, its fans and the brand Veltins build a triangular relationship in sports that by all parties is felt both likable and sustainable in the future", continues Michael Huber. Even prior to the opening of the multifunctional super arena, Veltins as its main sponsor held a long term contract covering so-called rights akin to naming rights. The now executed contract until 2015, by the way, includes an option for five additional years.


With a sensational bang the Brewery C. & A. Veltins took over the main sponsoring of the team and the Club in 1997, and until summer of 2001 was present on the jerseys of the team playing in the 1st Bundesliga. In this period, the brand Veltins was able to score significant increases in publicity and support. For the consumer, the bond is still present that was prolonged with the main sponsoring of Arena AufSchalke in 2001.


"Being a premium brand for us always means to seek the maximum in identity and acceptance – we are convinced today that the fans of FC Schalke 04 are backing the name Veltins-Arena fully, since we have proven that our intentions are sincere", says the Veltins general manger in a convinced tone at the conclusion of several months of negotiations. In the comparison of all Bundesliga clubs, FC Schalke 04 belongs to the clubs with the largest fan community and the highest support scores. Its image is believed to be down-to-earth, true-to-life and authentic – just as the Veltins brand.


It goes without saying that at the same time the Veltins-Arena will be the best-selling catering object of the Sauerland premium brewers. During the construction of the Arena a central beer supply was integrated into the mammoth project that today is a paragon Europe wide. Fresh Veltins is fed into 35 booths and the other catering dispensing areas from four cooling stations underneath the stands through a concomitantly cooled pipeline system that extends over five kilometers. Per match, 30,000 liters of pils beer flow into mugs and glasses from 126 taps. "Against this background alone the Veltins-Arena is to be understood as a gastronomical showcase that emanates way beyond the borders of our country", Michael Huber describes.


The cooperation of the Brewery C. & A. Veltins and FC Schalke 04 touches on the most diverging aspects of the Club’s life. Thus, Veltins supported many amateur football tournaments as well as the Club’s jubilee "100 Schalke Years". The community feeling especially, with the more than 53,000 registered fans organized in 1,200 fan clubs, is particularly close to Veltins’ heart. Month after month fan clubs from all over Germany are hosted in Sauerland’s Grevenstein to sample a first-hand experience of Veltins’ brewing tradition. Yet, there is something else that is off the beaten track in this sponsor partnership: Since 2002, Schalke’s manager, Rudi Assauer, and his significant other, Simone Thomalla, are starring in a TV commercial advertising the brand Veltins in the nation. Michael Huber: "Nowadays, this multitude of links and the long term contract are a notable exception in sports sponsoring. Everything fits together here!"

[FC Schalke 04 e.V. Press Release April 12, 2005]


Paeffgen Rechtsanwaltsgesellschaft mbH advised FC Gelsenkirchen-Schalke 04 e.V. on the Sponsoring Agreement, the Beer Supply Agreement as well as on the Naming Rights Agreement ‘Veltins-Arena’. Theo Paeffgen, Rechtsanwalt and Solicitor, led the team, supported by Rechtsanwälte Michael Steinsieck, Christian Eustermann and Severin Becker.

© 2002-2018 Paeffgen Rechtsanwaltsgesellschaft mbH
Last modified January 11, 2018