German Bundesliga football club Schalke 04 has agreed a new sponsorship deal with furniture manufacturer Hülsta.
Hülsta has agreed an initial four-year deal that will commence with the 2020-21 season. It replaces furniture retailer Roller in Schalke’s portfolio of sponsors, with the contract worth €5m ($5.6m) over its duration, double the value of the existing agreement with Roller, according to the regional WAZ newspaper.
The agreement represents Hülsta’s first sponsorship deal in the Bundesliga, with the company also set to receive advertising and marketing rights throughout the Veltins-Arena.
Hülsta joins Gazprom, Veltins, Umbro, Bet-at-home, Böklunder, Coca-Cola, DHL, R+V and Stölting Service Group on the club’s sponsorship roster.
Thomas Knecht, managing partner of Hülsta, said: “Schalke 04 and Hülsta have not only been friends for many years, but have already implemented hospitality projects in the past through the property supplier Hülsta Projects.
“We will now further expand our common, solid association. In addition to an extensive presence in the stadium, we are also planning with the Königsblauen, for example, new equipment concepts for various areas of the Veltins-Arena.”