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FC St. Pauli and EDEKA extend partnership to boost youth football and community projects

A legendary club and a retail giant team up to transform grassroots football. From organic sausages to social responsibility, this deal is about more than just branding.

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2 min read
The image shows an old postcard of Hamburg, Germany, with boats on the water, a bridge, buildings,...
The image shows an old postcard of Hamburg, Germany, with boats on the water, a bridge, buildings, trees, and a sky in the background. At the bottom of the postcard is text that reads "Sewarte und St. Pauli-Fahrhaus".

FC St. Pauli and EDEKA extend partnership to boost youth football and community projects

FC St. Pauli and EDEKA have renewed their long-standing partnership with a focus on youth development and community support. The collaboration will bring new initiatives to the club, including improved nutrition and social responsibility programmes.

The deal also introduces EDEKA's brands into the stadium experience and beyond, with products like organic sausages now available for fans at home under the 'Kiezküche' label.

The extended partnership will see EDEKA's in-house brand, 'EDEKA Herzstücke', displayed on the sleeves of FC St. Pauli's Rabauken youth teams. Matchday mascots will also feature the branding, reinforcing the company's commitment to grassroots football. Starting next season, EDEKA will actively support the Rabauken programme, which aims to introduce children and young people to the sport through the club's football academy.

Beyond branding, the collaboration includes practical initiatives. Food donations, charitable projects, and free menstrual products at the Millerntor-Stadion are part of the agreement. The partnership also promotes balanced nutrition, with EDEKA products like 'BOOSTER' and 'albi' fruit juices integrated into the club's offerings. Fans can now enjoy the stadium's organic sausages at home, sold under the 'Kiezküche' brand.

FC St. Pauli, founded in 1910, runs around 25 amateur sports divisions, making community engagement a key part of its identity. EDEKA's involvement extends beyond the club, as the company supports other major sports organisations, including the Deutscher Fußball-Bund, Fußball-Bundesliga, and Olympia Team Deutschland. These partnerships are managed by EDEKA ZENTRALE Stiftung & Co. KG in Hamburg, ensuring a coordinated approach to sports sponsorships nationwide.

The renewed deal strengthens ties between FC St. Pauli and EDEKA, with a clear emphasis on youth development, nutrition, and social projects. The club's Rabauken programme will receive additional backing, while fans benefit from new food options and community-focused initiatives. The partnership reflects both organisations' commitment to responsible engagement in sports and society.

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