Values communication in sports: Why a sports cooperation works without sports – The Techniker and FC St. Pauli.

FC St. Pauli and Die Techniker – two brands that don't seem to have much in common at first glance. Nevertheless, they have been close partners for over ten years because they consistently manage to develop a compelling shared narrative that both brands can authentically stand behind. This ranges from numerous joint CSR initiatives to the large-scale "Health Bells Festival" at the Millerntor Stadium. The festival also demonstrates how a stadium can be used in other ways, such as for live podcast events or overnight stays – making meaningful and creative use of the space.

Language: German

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