EDEKA Extends “Heart of St. Pauli” Partnership with Youth Focus

EDEKA has extended and increased its sponsorship of FC St. Pauli. The partnership, known as EDEKA Heart of St. Pauli, will continue into the next season with a strengthened focus on youth development, healthy nutrition, and community impact.

Having started in 2019, the partnership has played a significant role in facilitating balanced food consumption and social awareness. Within the new contract, EDEKA will be providing the FC St. Pauli Rabauken, which is the official youth academy of the club, with more support. As of the new season, the sleeve branding of the academy and in-stadium advertising will, instead, display the EDEKA own brand, Herzstckes.

Besides its new emphasis on children and youth programs, EDEKA will continue its continuing programs in the area of health and sustainability. This also features the organic stadium sausage that was launched during the 2023/24 season which is also co-labelled under Kiezkueche and will be available throughout the region of Hamburg during barbecue season.

Since its launch, the EDEKA Heart of St. Pauli partnership has helped deliver food donations, social projects, fundraising events, and public health support. The stadium still provides free period products, and EDEKA stays involved with its other brands such as BOOSTER in eFootball and the fruit juice label albi.

This long standing partnership indicates the similar interests of both sides: nutrition education, regional roots and shared values of cooperation. Having already expanded the partnership, EDEKA is now being presented as a significant sponsor of youth sports and social awareness in the Hamburg region.

The EDEKA Heart of St. Pauli program continues to play a central role in shaping FC St. Pauli’s community outreach and food sustainability efforts.