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Viebrockhaus and FC St. Pauli: For a sustainable community!
On September 23rd, 2025, Viebrockhaus will launch the “Once Forever” campaign in collaboration with FC St. Pauli to promote sustainability and solidarity.
Viebrockhaus and FC St. Pauli: For a sustainable community!
FC St. Pauli has a new partner at its side: the family-run company Viebrockhaus. With its commitment, Viebrockhaus, which has been building for families for 70 years, shows that community, sustainability and responsibility are important to it. The new partnership was launched under the motto “Once forever” before the home game against Bayer Leverkusen on September 23, 2025 and is generating great interest in the football community.
CEOs Lars and Dirk Viebrock described the collaboration with FC St. Pauli as a “direct hit”. This is more than just a classic sponsorship partnership; rather, it is viewed as an act of solidarity. This combination of crafts and football illustrates the club's social commitment and contributes to promoting values such as sustainability, diversity and solidarity. This is particularly important at a time when the sustainability challenges facing professional sports are becoming increasingly clear, according to experts in the field. Loud CSR in Germany Human rights violations and environmental pollution are serious problems that must also be addressed in football.
Creating a feeling of home
Viebrockhaus has set itself the goal of offering its employees a pleasant working environment - from training to retirement. In this partnership with FC St. Pauli, the aspect of social commitment is emphasized. The public is invited to actively participate in the campaign, which is intended to make Viebrockhaus' claim visible. In addition, a future wall will be built in front of the Millerntor Stadium to illustrate the connection between the company's values and the club.
Wilken Engelbracht, commercial director of FC St. Pauli, emphasizes that the partnership reflects the values of both partners: solidarity, openness and a clear signal against racism are of central importance. At a time when the global challenges in the area of sustainability are increasingly coming into focus, sports clubs like FC St. Pauli focus on responsible behavior that not only promotes football, but also society as a whole.
Sustainability in professional sports
The challenges for professional sport are diverse: from CO₂ emissions to plastic waste to human rights issues, such as those that arose at major sporting events such as the 2022 World Cup in Qatar. However, those responsible want to show that there is another way. Initiatives such as Our Football, which promote transparency in the supply chain, attempt to raise awareness of sustainable practices in sport. FC St. Pauli and Viebrockhaus are helping to further advance the importance of sustainable thinking.
The partnership is therefore not just a business step, but a strong sign of future cooperation based on shared values. Viebrockhaus and the Kiezkicker want to show that we can lead by example and set the course for a sustainable future together.