NOT The New Kit Sponsor - FC St. Pauli Announce Jack Daniel's Sponsor Deal

German cult club FC St. Pauli, who are currently playing in the 2. Bundesliga, last week announced a deal with iconic brand Jack Daniel's. Several kit experts initially thought that this would mean the return of Jack Daniel's on the club's jersey, but this will be not the case.

"We are very happy to be back at the Millerntor. FC St. Pauli and Jack Daniel's have a lot in common: Both brands stand for strong values and a unique origin. For both FC St. Pauli and Jack Daniel's, both are the foundation of all our actions," says Yiannis Pafilis, Managing Director of Brown-Forman in Germany. Brown-Forman owns Jack Daniel's.

It's not the first collaboration: Jack Daniel's was already involved with FC St. Pauli from 1997 to 2000 and was the main jersey sponsor of the club.

FC St. Pauli Announce Jack Daniel's Sponsor Deal - Second-Tier Partner - Logo NOT On Shirts

Jack Daniel's Tennessee Whiskey will be the new partner of FC St. Pauli in the second highest partner category "Heart of St. Pauli" from the coming 2019/2020 season. The contract runs until 30 June 2021 and applies to the first three professional leagues. The contract is reported to be worth 300,000 Euro / year.

As part of the deal, Jack Daniel's logo will appear on the bus and other advertising spaces of the club but NOT on the kit, at least with the new deal signed. Telecommunication company Congstar is St. Pauli's main sponsor currently, while the logo of brewery Astra is on the sleeves since 2017.

According to the club's press release, the similarities are obvious: FC St. Pauli is inseparably linked to the district and its inhabitants. The same applies to Jack Daniel's Tennessee Whiskey, where every single drop comes from Lynchburg, Tennessee - a city with only a few hundred inhabitants and a traffic light. What unites the two is their conviction: To know who you are and where you come from, not to bend over for anybody, and to make straight for your own ideals. Both partners are "United in Independence".

"We are happy to revive this commitment. This cooperation shows great confidence in the club and shows that FC St. Pauli is also an attractive and reliable partner for international brands," says Oke Göttlich, President of FC St. Pauli.

In order to get an impression of the proven quality and authenticity of the new, old sponsor, a delegation of the "Braun-Weißen" (brown and whites) also made a detour to Jack Daniel's Distillery in Lynchburg, Tennessee as part of their trip to the USA.

Would you have liked Jack Daniel's to return on the front of St. Pauli's kit? Share your thoughts in the comments below.