Schalke extend Bet-at-home deal

Bundesliga soccer side agree seven-figure renewal with betting company.

Schalke extend Bet-at-home deal

Top-tier German soccer side FC Schalke 04 have extended their partnership with until 2021.

The renewed agreement sees the online betting company continue as a second-tier premium partner of the Bundesliga outfit, having brand visibility on pitchside LED boards at Schalke’s Veltins Arena home.

In addition, Bet-at-home will have a presence across the club’s social media channels and on its digital platforms and TV channels.

According to a report by German commercial newspaper Westdeutsche Allgemeine Zeitung (WAZ), the three-season deal is worth €7 million (US$8.2 million).

Schalke first agreed a sponsorship deal with the European company in 2011 which was due to expire at the end of the 2017/18 season.

Bet-at-home has been the shirt sponsor of Bundesliga team Hertha Berlin for the last three seasons.

"We are pleased that we were able to extend and extend the partnership ahead of schedule,” said Alexander Jobst, marketing director at Schalke. “As a premium partner, is on our side for the long term and, with its commitment, reliably and reliably accompanies our successful path."

"FC Schalke 04 is one of the big brands in German football,” added Alexander Aigner, marketing director of Bet-at-home. “The emotional bond between the club and the fans as well as the professional and trusting cooperation were the reason for our premature commitment to our long-term sponsoring partner Schalke 04 to 2021."

FC Schalke 04 finished tenth in the Bundesliga in 2016/17 but have run a promising 2017/18 campaign, currently standing third in the league after winning seven of their 15 games. They drew 1-1 away against Borussia Monchengladbach on 9th December, and host FC Augsburg on Wednesday.