If you watched a match of German Bundesliga club FC Schalke 04 this year, you might have noticed that their kits feature a different sleeve sponsor than in the first half of the season.
FC Schalke Kits Feature DHL Logo From 2019
With the start of the 2017/2018 season, Bundesliga clubs were able to market themselves independently for the first time with an individual partner on the jersey sleeve. Back then, FC Schalke 04 announced its cooperation with the innovative online supermarket Allyouneed Fresh, a subsidiary of Deutsche Post DHL Group, as a new sleeve sponsor. In addition to the AllyouneedFresh logo on the sleeve, the S04 with its integrated chip with payment function was able to present a world first and once again prove its position as an innovation leader.
However, Deutsche Post DHL Group sold Allyouneed Fresh to another company (Delticom AG, Hanover), last year. Accordingly, the Group gradually switched its sponsoring activities to Deutsche Post and DHL, and now also changed the logo on the kits of Schalke to DHL.
According to the club, FC Schalke was able to convince the group to do without the Deutsche Posthorn in black and yellow and to reduce the size of the logo. The basic colour of the DHL logo, however, remains red-yellow - certainly not a desired color for the royal blues. Nevertheless, the partnership with the Deutsche Post DHL Group is and remains a lucrative advertising contract for FC Schalke in the fiercely competitive market, so that it has given its consent to the advertising conversion and will subsequently implement the partnership in accordance with the contract until the end of the contract period.
The change was implemented at the beginning of the second half of the season with the home match against VfL Wolfsburg on 20 January 2019. It will initially only affect the team jerseys in the Bundesliga matches. This means that the jerseys in the fan shops will be sold with the AllyouneedFresh logo until the end of the current season.
Share your thoughts in the comments below.