German Bundesliga football club Schalke 04 has upgraded its association with construction and project management company Harfid to include its sleeve sponsorship rights.
The brand has been a sponsor of the club since 2018 and has now signed a contract to hold the sleeve sponsorship rights until the end of the 2024-25 season.
Previously, Harfid had been Schalke’s sleeve sponsor in the DFB-Pokal, the German knockout clubs competition, during the 2019-20 season. The company logo will now appear on the sleeve of the club’s kit across all competitions from the start of the 2020-21 campaign.
German publication Kicker indicates the agreement is worth in the region of €5.5m ($6.2m).
Previously, the club’s sleeve sponsorship rights had been held by global logistics specialists DHL in a deal worth around €5m per season, as detailed by SportBusiness Soccer.
As part of the deal, Harfid is also granted exclusive marketing rights inside the Veltins Arena and advertising opportunities with players and club officials.
Alexander Jobst, head of marketing and communications at Schalke, said: “It’s a great sign of mutual appreciation when a partnership develops like the one between Schalke 04 and Harfid. It underlines our joint successful strategy of self-marketing.”
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