NOT The New Kit Sponsor - FC St. Pauli Announce Jack Daniel's Sponsor Deal
May 31, 2019, by Chris
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.
SC Farense 26-27 Home Kit Released
Portuguese club SC Farense and kit supplier Lacatoni have officially revealed the club's new home jersey for the 26-27 season. The new uniform presents a fresh interpretation of Farense's traditional black and white palette, featuring a distinctive diagonal split layout.
The SC Farense 26-27 home shirt is defined by a bold diagonal divide across the upper chest. The top left chest and sleeve are rendered in solid black, while the majority of the front panel and right sleeve appear in clean white. Black accents finish the V-neck collar and sleeve cuffs, complemented by the club crest on the left chest and Lacatoni logo on the right.
On the back, the jersey is predominantly white and includes a subtle tonal graphic wave pattern embedded into the fabric. Main sponsor Barão Rodrigues is printed across the front, accompanied by additional sponsor logos on the upper chest, sleeves, and lower back.
Piratas FC 26-27 Home, Away & Third Kits Released
Mexican Liga de Expansión MX club Piratas FC and kit supplier Keuka have officially presented the club's new home, away, and third kits for the 26-27 season. The official reveal took place at Estadio Luis Pirata Fuente in Veracruz, coinciding with the launch of a new official Keuka retail store.
The 26-27 home jersey comes in black with gold trim on the V-neck collar and cuffs, featuring subtle sublimated graphics of a pirate ship amid stormy ocean waves. The away jersey opts for a white base decorated with sea chart contour lines, a compass rose near the hem, and a bold dark diagonal wave graphic across the chest.
Completing the set, the third jersey arrives in a peach tone with matching maritime map details and vintage vessel graphics. All three designs share consistent trim structure on the sleeve cuffs and collar alongside integrated sponsor logos.
In-House Union Brescia 26-27 Away & GK Kits Released
Italian Serie C side Union Brescia has officially launched its new 26-27 away and goalkeeper kits, made entirely in-house by the club. Following the release of their home uniform earlier in July, the club has continued its self-production strategy, delivering bespoke designs rooted in local heritage for the upcoming campaign.
The Union Brescia 26-27 away jersey is predominantly white, highlighted by a striking royal blue chevron pattern across the chest. Faded into the front panel is a large watermark of the iconic lion of Brescia, while blue trim accents the collar and sleeve bands. On the upper back, the shirt features an Italian tricolor flag detail set above the text Brescia Leonessa d'Italia.
Alongside the away shirt, Union Brescia unveiled three eye-catching goalkeeper options in pink, yellow, and orange. Each goalkeeper jersey incorporates the signature chest chevron and prominent lion graphic, completing the club's kit set for the 26-27 season.
NK Celje 26-27 Home Kit Released
Slovenian PrvaLiga club NK Celje has revealed its new home kit for the 26-27 season, crafted by Nike. The design centers around a two-tone blue aesthetic that the club presents under a "Modern Classic" theme.
The NK Celje 26-27 home shirt features a dark navy main body complemented by bright royal blue raglan sleeves. The yellow club crest sits on the left chest opposite a white Nike Swoosh, with primary sponsors Cinkarna and Grawe printed in yellow across the front. Bright yellow is also used for player names, numbers, and secondary partner logos, while a small Slovenian flag is positioned on the back collar.
The kit is completed with navy shorts and matching socks to complete the home look for the 26-27 campaign.
Kilmarnock 26-27 Third Kit Released
Scottish Premiership club Kilmarnock FC and technical partner Hummel have officially launched the new 26-27 third kit. Following the earlier releases of the home and away kits, the new strip completes the team's lineup for the upcoming campaign with a historic reference.
The Hummel Kilmarnock 26-27 third shirt comes in a cobalt blue color scheme complemented by ochre side paneling and white detailing. The body of the jersey features a subtle all-over pattern inspired by the geometric graphics worn on Killie shirts in the early 1990s. Notably, it also marks the first time an official Kilmarnock kit features the iconic retro Kicking Man logo on the chest in place of the standard club crest.
White Hummel chevrons line the shoulders, accompanied by white branding and James Frew Ltd as the primary front sponsor. The new Kilmarnock 26-27 third kit is completed by matching dark blue shorts and socks, and is available now through the club's online shop and physical store.
Manchester City Revealed 26-27 Away Kit in Hongkong
Manchester City unveiled additional images of their new 2026-27 away kit during an event in Hong Kong yesterday. The kit is set to be officially launched in just a few hours, later today, July 31.
Southend United 26-27 120th Anniversary Kit Released
Southend United and technical partner Erreà have officially released a special 120th anniversary kit for the 26-27 season. Celebrating 120 years since the founding of the Shrimpers, the shirt features a refined monochrome design created as a tribute to the club's history.
The jersey is predominantly black with white detailing, including a retro collar accented by contrasting white trim. The defining feature of the design is a subtle front graphic that incorporates the names of 148 players who have made 120 or more appearances for Southend United.
All logos, including the Erreà chest mark, main front sponsor c2c, and the club crest, are presented in clean white. The Southend United 26-27 anniversary kit goes on sale at the club store starting August 1.
Crawley Town 26-27 Home Kit Released
Erreà and English club Crawley Town FC have officially released the team's new home kit for the 26-27 season. Launched under the slogan "Fire Never Fades," the design takes direct inspiration from the club's traditional "Red Devils" identity.
The Erreà Crawley Town 26-27 home shirt features a vibrant red base adorned with a subtle all-over tonal flame pattern. White trim details line the crew collar and sleeve cuffs, providing a clean contrast to the bold base graphic. Inside the collar tape, the club's motto "Noli Cedere" (Never Give Up) is printed, adding a custom internal detail.
Red shorts and red socks featuring white trim and trident graphic details complete the full Erreà Crawley Town 26-27 home strip, which is available to buy directly from the club's online store.
Blackpool FC 26-27 Away Kit Released
Blackpool FC and Puma have officially launched the new away kit for the 26-27 season. The new alternate strip draws inspiration from the club's early history, paying tribute to the pre-war era before tangerine became the permanent home color when the team regularly played in blue stripes.
The Puma Blackpool 26-27 away jersey features alternating light blue and dark navy vertical stripes running across the front. The sleeves are rendered in solid dark navy with light blue shoulder panels, while bright tangerine orange highlights the v-neck collar, sleeve cuffs, Puma branding, and retro monochrome club crest.
VisitBlackpool features as the main front shirt sponsor in matching tangerine. Produced using Puma's RE-FIBRE initiative using recycled textile waste, the full uniform is completed with navy shorts and socks.