Unmilk becomes partner of FC St. Pauli

The start-up is now making its plant drinks available to the St. Pauli e-football team. It hopes that this will open up new distribution channels in the gaming sector.

Unmilk is the new partner of the Hamburg soccer club FC St. Pauli's e-football team. In future, the start-up will provide the e-footballers with its plant-based drinks in Vanilla Chai, Chocolate and Caffè varieties.

Unmilk wants to use the partnership to open up new virtual distribution channels. For example, joint social media activities and a regular format on the Twitch streaming platform are planned as part of the partnership. "We are delighted to have found a way into the gaming sector through a strong and successful partner like FC St. Pauli," says Unmilk founder Jennifer Schäfer. The soccer club recently won the DFB ePokal and is the German runner-up in the Virtual Bundesliga.

The soccer club also benefits from the partnership: the Hamburg-based club has set itself the goal of working with its partners to promote sustainability. Unmilk has been offering a vegan alternative to cow's milk with its plant-based drinks since July 2020.