Published on February 20th, 2024

Location: Germany

FC Schalke 04 Commit to Long-Term Partnership With SPORTFIVE

The Royal Blues are breaking new ground in the distribution of sponsorship and hospitality through their partnership with SPORTFIVE. The partnership with the global marketing agency is set to run for five years and is individually tailored to the needs of S04.

The marketing rights and thus the decision-making authority on commercial issues will remain entirely with the club and they will continue to be the direct contractual partner of the sponsors. The partnership management and the comprehensive support of sponsors and hospitality partners will continue to be carried out independently by the club, as will the implementation of the rights. SPORTFIVE will oversee the club's sales operations, with the global marketing agency setting up a designated team to work on behalf of FC Schalke 04.

With this powerful cooperation, the Management Board, led by its Chairman Matthias Tillmann, has achieved its first key objective for this year, the strategic realignment of the sales division. SPORTFIVE'S comprehensive network of over 600 employees spread across 25 locations throughout Germany, and the agency's in-depth market knowledge will create a new dynamic that will have a stabilizing effect in the short term and a positive impact on sales in the medium term.

Through consistent digitalization and the development of innovative ideas, the two partners will work together to further develop the content of sales and create new sales opportunities.

Our sales power will be more than tripled in one fell swoop. Together with SPORTFIVE's expertise, we will be able to realize the targeted new deals in a difficult market environment for all clubs in the short term."

Matthias Tillmann, Chairman of the Management Board

"Together with SPORTFIVE, we will work in partnership to successfully leverage the potential of the FC Schalke 04 brand in sponsorship. Our sales power will be more than tripled in one fell swoop. Together with SPORTFIVE's expertise, we will be able to realize the targeted new deals in a difficult market environment for all clubs in the short term, i.e. already with a view to the coming season. This will noticeably increase our planning security for the near and medium term," explains Matthias Tillmann.

"The partnership also offers us the opportunity to explore new, innovative avenues in sponsorship beyond the pure sales potential. I'm thinking in particular of digitalization in the hospitality sector and the potential of the Knappenschmiede."

Hendrik Schiphorst, Managing Director of SPORTFIVE Germany said, "We would like to thank Matthias Tillmann and Christina Rühl-Hamers for the trust they have placed in us and are very much looking forward to working with them. FC Schalke 04 is one of the biggest clubs in the world with an enormous charisma and open culture. We are proud to now be part of the S04 family and to support the club with our marketing and digitalization expertise with immediate effect. Together, we will restructure the sales organization and take sponsorship and hospitality sales to the next level."


    SPORTFIVE is a global sports marketing agency that delivers customer-centric solutions based on trust and transparency, deep industry experience and global relationships, digital intelligence and innovation. SPORTFIVE strategically and creatively connects brands, rightsholders, media platforms and fans to create and enable contemporary partnerships in sports.

    While creating and growing long-term value for all, SPORTFIVE often leads the sports business into the future through innovative digital solutions and strives to be the most progressive and respected partner in sports.

    Being at the centre of professional sport SPORTFIVE will use its unique position, in order to make a positive contribution to sustainability and to live up to the social and economic duty and responsibility, which sport and consequently all parties involved, also have. SPORTFIVE operates with a global mindset and network of over 1,200 local experts based in 15 countries around the world, active in Football, Golf, Esports, Motorsport, Handball, Tennis, American Football, Basketball, Ice Hockey, Rugby, Olympics and Multi-Sport Events and many more.

  • About Schalke 04

    With around 180,000 members and millions of fans, FC Schalke 04 is one of the biggest sports clubs in the world. The club from Gelsenkirchen, located in the heart of the Ruhr region, has won the German championship seven times and the DFB Cup five times. The greatest success in the club's history is the UEFA Cup (now the Europa League) title in 1997.

    In addition to sport, the club is committed to inspiring people and strengthening the region in the long term through its social commitment. FC Schalke 04 is followed by around eight million fans on its social media channels.

    More than 60,000 people regularly attend home matches in the VELTINS-Arena - with its retractable pitch, retractable roof and video cube, still one of the most modern stadiums in Europe more than 20 years after its opening. The multifunctional football venue also regularly hosts concerts and events by national and international stars.

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