The Veltins sign has adorned the sports facility for the past 20 years.
Veltins Brewery and FC Schalke 04's Partnership Begins in 1997
In 1997, a significant partnership was formed between Veltins Brewery and FC Schalke 04. The partnership, marked by a trikot (jersey) sponsorship, signified the start of a long-standing and close relationship between the two[1]. This partnership, considered one of the most stable and successful sponsorships in German football, has shown remarkable continuity despite the ever-changing sponsorship landscapes[1].
The Veltins-Arena: A Multifunctional Stadium
A major milestone in this partnership was the naming rights agreement for Schalke's stadium, which opened in 2001. Originally called the "Arena auf Schalke," the stadium was renamed Veltins-Arena following the sponsorship contract with Veltins brewery[2][3]. The arena is a multifunctional venue, hosting football, ice hockey, biathlon, and other winter sports events, with a capacity of 62,271.
Collaborative Projects and a Synergistic Bond
Over the years, Veltins and Schalke have collaborated on various joint projects, further entwining the brand with the club and the community. This partnership is described as "far more than simple sports sponsorship," evolving into a synergistic bond between two strong brands, highlighted by continuous collaborative initiatives over two decades[1].
Looking Towards the Future
With no signs of the partnership ending, Schalke’s leadership expresses gratitude for Veltins’ ongoing support and looks forward to continuing the cooperation[1]. While no explicit new projects or detailed future plans have been publicly disclosed, the emphasis remains on maintaining the deep-rooted association and adapting sponsorship activities to evolving conditions in the sports marketing industry[1].
Key Events in the Timeline of the Partnership
- 1997: Veltins starts as Schalke's jersey sponsor
- 2001: Naming rights secured for the stadium → Veltins-Arena
- 1997–Present: Ongoing collaboration, multiple joint projects
- Present & Near Future: Partnership continues with focus on adaptation and continuity
Modern Amenities and Iconic Status
The Veltins Arena, nearly 25 years after its opening, is still considered one of the most modern and up-to-date arenas in Germany. The stadium's unique features include a central beer supply system for reliable catering infrastructure, a tank beer facility, and over 12,000 LEDs used in the Veltins Arena sign[1]. Veltins has become a fixed part of Schalke's life, according to Dr. Volker Kuhl[1].
Top Performances and Visitor Numbers
In 2024, the Veltins Arena had the most visitors of all stadiums in Germany, with 2.7 million visitors[1]. Top acts such as Taylor Swift, Rammstein, and AC/DC performed at the Veltins Arena in the same year[1].
A Unique Partnership in German Football
The partnership between Veltins and FC Schalke is described as unique in German football. Rudi Assauer, former CEO of the Arena operating company and manager of FC Schalke 04, considers Veltins an ideal partner with whom they have a learned, good partnership[1]. Matthias Tillmann, CEO of S04, emphasizes the close cooperation between the two brands and looks forward to the coming years[1].
- Following the naming rights agreement in 2001, the Veltins-Arena hosted various European leagues events, such as the Champions League matches, highlighting Veltins' significant role in supporting football beyond the German borders.
- In the new season, anticipating the continued collaboration, FC Schalke 04 plans to introduce new initiatives in football, which promise to uphold and expand the synergistic bond between Veltins and the club, elevating their unique partnership in European leagues.
