Martin Drust // FC St. Pauli

  • Icon keynote.svgKeynote

The second division team FC St. Pauli is one of the most famous soccer clubs in Germany. The team is considered a pioneer in marketing in the football business. St. Pauli is the only football club, which has two registered trademarks. The club logo and the famous skull for fan culture. Above all, the sign of a skull reaches out to a broad public and not just football fans. It does not only stand for the special and slightly anarchistic district of Hamburg, but also for values outside of the football business. The FC St. Pauli is also one of the most socially engaged professional football clubs. One of the more recent projects is Kiezhelden. The club acts as a platform to raise awareness of regional social projects.

Martin Drust has been working in the communications industry for over 20 years. He has done it all – from integrated marketing campaigns to social media strategies. Before joining the German soccer club FC St. Pauli to become Head of Marketing & Sales, he served as a partner, Managing Director and Chief Digital Officer at thjnk for four years. Previously, he spent 10 years as Executive Creative Director and Managing Director at Tribal DDB in Hamburg.


Martin has won over 300 creative prizes and has been a member of ADC Germany since 2008. He has worked for clients like Allianz, Audi, Lufthansa, Deutsche Telekom, Philips, Porsche and Volkswagen, amongst others. Martin is actually a teacher of history and economics, he teaches at Miami Ad School Europe or at ADC Germany.


The talk will be held in German.