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.
Vintage Football Shirts
from Cult Kits
2007/08 Thonon Évian Grand Geneve F.C. #9 L/S Home Shirt (XL) Adidas
2003 Japan Adidas 'No Life Without Football' Leisure T-Shirt (S)
2000'S Nike Tiempo Football Boots (5)
1994/95 Japan Kazu #11 Home Shirt (M) Puma
2011/12 New York Cosmos *BNWT* Fleece Baseball Jacket (Multiple Sizes) Umbro
2015/16 Internacional 1/4 Zip Fleece Top (XL.Kids) Adidas
1995/97 Boca Juniors (Maradona) #10 *Reissue* BNWT Home (Multiple Sizes) Olan
1991/92 Celtic Home Shirt (XL) Umbro
2006 Japan Adidas Samurai Blue Supporters Tee (M)
1992/94 Umbro Pro Training Shirt (L)
Neymar to Retain Brazil No. 10 Shirt for 2026 World Cup
The debate over Brazil’s most iconic shirt number has been officially settled ahead of the 2026 World Cup. It has been confirmed that Neymar will retain the famous No. 10 jersey for the upcoming tournament in North America.
Following a lengthy period away from the national team due to injury, questions had naturally arisen regarding the future of the prestigious shirt. During Neymar's prolonged absence, the Brazilian No. 10 was shared among the squad's other attacking stars. Both Vinicius Junior and Raphinha have donned the historic number in recent international fixtures.
Despite their growing influence and status within the Seleção, both players have willingly stepped aside out of respect for the veteran forward. Highlighting the squad's unity on the matter, Vinicius Junior openly addressed the situation, stating clearly that the shirt "obviously belongs to Neymar."
Earlier rumors suggested that Neymar might adopt the No. 13 jersey.
Do you agree with the decision to keep Neymar in the No. 10 shirt, or was it time to pass it on to a younger player like Vinicius Junior? Let us know in the comments below.
Barcelona 26-27 Home Kit - 11 New Pictures
Footy Headlines can now leak 11 new pictures of the Nike Barcelona 26-27 home kit. Although it is a fake, the design is identical to the real one.
The kit features a unique design with three shades of red and three shades of blue in each stripe, paying tribute to the renovated Camp Nou's exterior.
Liverpool 26-27 Home Kit Water Bottle Released
The official Liverpool FC online store has released an interesting "LFC 26/27 Home Water Bottle".
The design of the water bottle mirrors the home kit. The front of the bottle also displays the Liverbird crest and the current Standard Chartered sponsor logo - however, it lacks the Adidas logo and looks very offset. They should have placed logos differently...
The text "Liverpool FC 26-27" is printed on the bottle in the new official Liverpool font.