Germany-Based Schüco Set To Make Return Into Sports Sponsorship

German construction material supplier Schüco "is restructuring its sports sponsorship strategy two-and-a-half years after radically reducing its investments," according to Peter Bock of SPONSORs. Beneficiaries of the restructuring "will largely be sports other than football." The company "wants to decide what sports to support by the end of the year." Aside from its stadium naming rights deal with 2nd Bundesliga club Arminia Bielefeld, football "reportedly won't be one of the sports." The company's comeback into sports "comes as a surprise." Only two-and-a-half years ago, Schüco "decided to end all its sports sponsorships, with the exception of the Bielefeld deal." The company was a partner of the McLaren-Mercedes F1 team from '98-08 and had a large presence in golf, hosting the Schüco Open until '12 (SPONSORs, 6/19).