Schalke 04 has become the latest German Bundesliga football club to sign a shirt-sleeve sponsor by partnering with online supermarket AllyouneedFresh.
The deal will run for four seasons, from 2017-18 to 2020-21, and grants the company brand exposure on the left sleeve of Schalke’s shirts.
Financial terms of the agreement were not disclosed, but German media reports have valued the deal at between €20m ($21.8m) and €22m over the duration of the contract.
An innovative element of the partnership will see the left sleeve of Schalke’s shirts contain a chip that will allow fans to make payments for refreshments while watching games at the Veltins Arena.
AllyouneedFresh founder and chief executive Jens Drubelstated said: “FC Schalke 04 is an optimal partner for us. It is 'the' family club and it is known worldwide, with a fantastic fan base and a very respected status everywhere. With their innovative nature, it provides a brilliant opportunity to redefine online food shopping.”
Schalke becomes the third Bundesliga club to sign a shirt-sleeve sponsor for next season, joining TSG Hoffenheim and recently relegated Darmstadt 98. Hoffenheim signed an expanded two-year partnership with direct selling group proWin, while Darmstadt signed a three-year deal with oil and lubricants manufacturer Rowe.
The German Football League (DFL) announced in December 2015 that clubs would be free to pursue shirt-sleeve sponsors for the 2017-18 season after electing to end its central marketing approach for branding on that area of teams’ jerseys.
Logistics service provider Hermes currently holds rights to the area under a four-and-a-half year contract that expires at the end of this season, with its branding appearing on the sleeves of all players in the top-tier Bundesliga and second-tier 2.Bundesliga.