Back Market extends partnership with FC St. Pauli

Berlin/Hamburg, October 2025 – Back Market, Europe’s leading marketplace for professionally refurbished technology, will continue as an official partner of FC St. Pauli in the new football season. Following the successful start of the collaboration with the club’s e-sports team in 2023 and its extension to the Bundesliga team in 2024, the partnership now enters the next phase — with new thematic focuses on sustainability, digital inclusion, and a joint stand against “Fast Tech.”

The partnership unites two strong players who stand for more than performance alone: Back Market as a pioneer of circular electronics, and FC St. Pauli as a symbol of social commitment and integrity. The activation will center on initiatives that raise awareness and bring communities together – from the “Refurbished Revolution” project in e-sports to upcoming Earth Month and Kiezhelden initiatives planned for spring 2026.

“With St. Pauli, we have a partner who shares our values – authenticity, responsibility, and the courage to do things differently,” says Alexandra Brandt, Head of Europe Marketing at Back Market. “Together, we want to show that sustainable progress starts in everyday life – including in the stadium and on the pitch.”

Planned activities include joint content productions with players, social-first campaigns in a retro terrace style, VIP experiences for media and creators at Hamburg’s Millerntor Stadium, as well as local initiatives to promote repair culture and recycling awareness.With the renewal of the partnership, Back Market further positions itself as an activist brand with a clear stance – strengthening its presence in the German market through a collaboration that embodies today’s spirit: passionate, social, and sustainable.