FC St. Pauli
The club‘s digital home
Website and System Relaunch for one of the strongest brands in the Bundesliga. New system architecture, new Content Management System, new interfaces, new design system, and a new, accessible User Experience: This cornerstone of FC St. Pauli's digital strategy balances the needs of professional sports, amateur sports, and the entire club, utilizing state-of-the-art solutions in the backend and frontend to optimally position the club for a successful future.
FC St. Pauli approached us with the goal of fundamentally overhauling its website and the underlying systems. To be well-prepared for the future, the aim was to regain system ownership, be technically up-to-date and stable in operation, as well as finding a solution that is strategically flexible and expandable. Together, we developed a solution that perfectly suits the club and represents the central pillar of its digital strategy.
We provided strategic consulting and built a modular, club-centric platform based on a headless Craft CMS architecture in the Microsoft Azure Cloud using Kubernetes. We integrated automated Opta and DFB data interfaces for match plans and standings, established push notification flows, and implemented a design system with support for Easy Language ("Leichte Sprache").
FC St. Pauli regained full system sovereignty with a scalable, technically modern, and operationally stable digital platform. The new architecture streamlines content management for both web and app from a single backend while ensuring that all content is fully accessible to all users.
“We have merged our values with the needs of fans and members, creating a distinctive and inclusive St. Pauli experience.”
Lara Weber Head of Digital at FC St. Pauli
Before, during, and after the match
For fans of the Kiezkickers, the site offers comprehensive and constantly up-to-date information regarding the games of the boys in brown: match schedule, table, team, background reports, and ticket availability for home and away matches. Information, statistics, and live data are automatically imported via Opta and Sportmedia interfaces and can be manually adjusted and supplemented by the editorial team.
Through a central backend system, live tickers and push notifications are also delivered to the newly developed FC St. Pauli App – Shout-out to the agency Shape , whose collaboration was great! Automated editorial processes simplify content maintenance before, during, and after games. The system architecture perfectly matches the club and its ambitions – stable, secure, and scalable. This deliberate system choice guarantees the club flexibility, future-proofing, and complete ownership of the data.
Together, differently
FC St. Pauli is a unique brand in German football and far more than just a sports club. Encompassing 25 sports departments, a passionate fan culture, popular youth development programs, the first cooperative structure in German professional football, and numerous social initiatives, the website brings together a vast range of content.
To reflect this diversity, we redesigned the site's architecture and navigation from the ground up. New sections are easily accessible via an expanded mega-menu, while strategic cross-linking seamlessly connects related topics, bringing the full breadth of the club to life.
Accessibility, transparency & identity
FC St. Pauli stands for inclusion and diversity. That's why accessibility was an integral focus from early concepts and design through to final implementation. Our new design system reinforces this commitment with clear layouts, clean visuals, and generously proportioned UI components—delivering a seamless user experience that remains easy to navigate despite the rich amount of content.
“The new website and app are absolutely bangin!”
Andreas Bornemann Director of Sports at FC St. Pauli
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Direct line (human beings)
