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Experience a tribal sports culture and a strong sports brand

The German football (soccer) club FC St. Pauli has been capable of drawing the attention of many football fans without showcasing an expensive team, iconic star players at the top of football world, or even artistic football qualities of highest caliber. The club has become a very strong football brand despite the fact that the club does not possess some of the characteristics, which turn other football clubs into valuable brands, e.g. the ‘association with winning’.




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