Schalke 04 has penned a new multi-year sponsorship with furniture manufacturer hülsta, marking the brand’s first Bundesliga partnership.

As a result of the new collaboration, hülsta has replaced long-standing partner Roller as an official partner for the 2020/21 season and beyond. The deal, according to the regional WAZ newspaper, is expected to be worth €5m throughout the duration of the four-year deal. If the reports are true, that is almost double what was previously paid by Roller.

Alexander Jobst, Marketing and Communication Director at S04 commented: “Just like Schalke 04, hülsta focuses on innovations in its business area and has made a name for itself with numerous patents. I am therefore very happy about our partnership, which is not only long-term, but also includes several joint and future-oriented projects.”

The Bundesliga side will benefit from having access to hülsta’s supply of furniture, which has already been applied around the club’s stadium. The German company in return will be prominent in all matchday activations whilst also gaining a presence through the clubs various channels.

Dr. Thomas Knecht, managing partner of hülsta explained: “Schalke 04 and hülsta have not only been friends for many years, but have already implemented the first hospitality projects in the past through the property supplier hülsta projects.

“We will now further expand our common, solid basis. In addition to an extensive presence in the arena, we are also planning with the royal blue, for example, new equipment concepts for various areas of the VELTINS arena.”

In addition to projects discussed by Dr Knecht, all of Schalke’s partners will also work together during the Berger Feld construction project. The project focuses on future-oriented equipment which will be implemented in Schalke’s new buildings based on the side’s premises.

Insider Insight: Schalke’s new sponsorship deal will provide fans of the German side with some positivity going into next season given the current situations with COVID-19 affecting the club’s current campaign. Hülsta will also be able to provide Schalke with state-of-the-art equipment, linking with the side’s recent transformation of its facilities and stadium.

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