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How FC St. Pauli Built a Merchandising Powerhouse Out of Music Collabs, Anti-Establishment Values and Events | Alexander Timm - Head of Merchandising and Cultural Lead
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…
The skinny
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