St. Pauli has signed a contract with PUMA

First in the 2. Bundesliga, tied on points with Hamburg, St. Pauli has decided to get ahead for the next season by signing a contract with PUMA. The agreement includes the production of the team's kits, although the level of sponsorship that will bring the two parties together is still to be revealed. It's only then that we will find out whether the German club will have the right to bespoke uniforms or not. This is a very significant deal that aligns with sustainability. In fact, St. Pauli's kits and training attire for the 2024/2025 season will be made from recycled fabrics, a choice that highlights the club's environmental commitment. St. Pauli's president, Oke Göttlich, added, «For FC St. Pauli, the collaboration with PUMA brings great visibility, new collaboration opportunities, and economic stability thanks to a globally recognized brand. Our ambitious sustainability goals would have remained unattainable without a major partner, or they would have required significant entrepreneurial risks.»

The partnership between PUMA and St. Pauli also has a nostalgic flavor, with the latter reuniting with the brand after 24 years. But what will happen to DIIY? Since 2021, the German team had been wearing in-house kits produced by their own brand, which will not be replaced by PUMA from the next year. DIIY will continue to be used on special occasions such as promotional events, to create special jerseys, and why not, in collaboration with PUMA. The merchandise created by DIIY has enjoyed great success over the years; as reported in this article, around 30,000 jerseys are sold per season, a not at all negative result for St. Pauli. However, the approximately ten million euros distributed over five years as part of the partnership with PUMA is an opportunity that the Kiezkicker cannot afford to miss.