The current image of FC St. Pauli does not reflect its status as one of the most progressive football clubs in the world.
What started as a working class community based club in the city of Hamburg, now counts with a legion of fans worldwide!

The club has a cult status and a indistinguishable identity. A philosophy that feels authentic, often disruptive to the status quo of established football. Rooted on values of activism and a strong alignment with the local fanbase.

So, it’ is time to try a new approach. One that aligns the club’s progressive stance with a modern global audience. One that pushes the FC St. Pauli brand forward, whilst not forgetting its past.​​​​​​​​​​​​