FC St Pauli

How FC St. Pauli Built a Merchandising Powerhouse Out of Music Collabs, Anti-Establishment Values and Events

How does a club in Germany's second division rival the merchandise revenues of Champions League regulars? In this episode, we sit down with Alexander Timm, Head of Merchandising and Cultural Lead at FC St. Pauli, to explore the business and culture behind one of football’s most unique global brands.

We discuss:

• The origin story of St. Pauli’s two badges and why the Skull and Crossbones outperforms the traditional crest.

• The role of collaborations with hip-hop and punk acts in the club's merchandising

• How the club balances authentic left-wing values with modern commercial growth.

• How Puma fits with the club's values

• Why St. Pauli launched a €30m stadium cooperative instead of traditional corporate financing.

• What to expect at STANDS 2026—St. Pauli’s two-day football, culture, and creativity event at the Millerntor-Stadion.