Schalke 04 looking for a shirt sponsor, could Betway or Tipico come to the chest?
Former Bundesliga side FC Schalke 04 is seeking sponsors to aid their return to the top flight. The prominent spot on the royal blue shirt is currently available, as the current sponsor has not renewed. Could a sports betting provider like Betway or Tipico now seize the opportunity?
Neither Veltins nor MeinAuto.de will appear on the shirt
It wasn't just on the pitch that things were turbulent for Schalke 04 in recent years. After being relegated from the Bundesliga in the 2022/23 season, the then main sponsor MeinAuto.de was no longer willing to advertise on the Shalke shirts, reportedly for 5 to 7 million euros per season.
After a long, unsuccessful search for a shirt sponsor, Schalke agreed with the Veltins brewery on a one-year engagement, which was said to have brought in at least 3 million euros, according to information from Ruhr24.
However, Veltins will not appear on the shirt for the coming season, although the sponsor will likely remain present in the minds of Schalke fans through the stadium naming rights, among other things.
In contrast, MeinAuto.de has decided to withdraw completely. As reported by the Schalke Total portal, the former main sponsor is exercising an exit clause to terminate the contract, which was originally set to run until 2025.
Does this mean that Schalke 04 will face another nerve-wracking search for a shirt sponsor this year? There are already rumors about which companies could take over on the royal blue chest.
Will Schalke use its contacts with Tipico?
The sports betting provider Betway was one of the so-called premium partners of Schalke 04 until 30 June 2024 and was therefore a potential candidate to take over the legacy on the shirt. However, according to information from the WAZ, negotiations over an extension have so far been unsuccessful.
This could be due to the fact that Axel Hefer, the supervisory board chairman of Schalke 04, became the new CEO of the sports betting provider Tipico on 1 July 2024. The bookmaker, who was recently in the spotlight in a historic BGH trial, is a competitor of Betway.
Whether an extension of the contract with Betway is still possible or whether Tipico could take over its place as a premium partner is currently difficult to assess. It is also pure speculation whether Tipico would be interested in advertising on the Schalke shirt.
Sports betting advertising in German football as a win-win situation?
An engagement of sports betting providers as sponsors in German football is not uncommon. Most clubs have an exclusive betting partner, and there are two clubs, VfB Stuttgart and Hertha BSC, who have advertised for a bookmaker on their shirts in the past season.
In the past, it has often been emphasized that sponsoring is a crucial existence basis for sports. On the other hand, there are also critical voices calling for stricter restrictions, even a ban on sports betting advertising.
In the presumably strongest football league in the world, the Premier League in England, the future of sports betting providers as sponsors is also being discussed. However, although the clubs have decided not to show any betting advertising on their shirts from the 2026/27 season onwards, some clubs are still taking the opportunity to secure the sponsorship money from the gambling industry.
When VfB Stuttgart introduced Winamax as their shirt sponsor last year, the collaboration sparked heated debate among fans. How Schalke fans would react to such a deal can only be guessed.
However, Axel Hefer is widely respected among Schalke fans. Even during the team's precarious sporting situation last season, there were no unified calls for his dismissal from the fan base.
But before FC Schalke 04 presents a sports betting company as its main sponsor, it should engage in extensive dialogue with its fans. After all, these fans remain remarkably loyal to the club, and the club would do well not to alienate them.
In the hunt for a new main sponsor, Schalke 04's royal blue shirt will not feature MeinAuto.de or Veltins next season. The ongoing negotiations with Betway for an extension have been unsuccessful, leaving the door open for other potential sponsors like Tipico, given Axel Hefer's new role as their CEO beginning July 2024.
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