STANDS - CONFERENCE
About this Event
Brands, clubs, and subcultures come together to learn from each other. Panel-talks, Workshops and others: a full day at the iconic Millerntor-Stadium, home of FC St. Pauli.
What the STANDS conference is all about?
1. Perspectives from across football, culture, and brands - sharing how the game is evolving and where it’s heading.
2. Firesides and exchanges that go beyond panels - focused on real experiences, ideas, and how things work.
3. A curated group of people from clubs, brands, and culture - connecting, sharing, and learning from each other.
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SCHEDULE | CULTURE STAGE
10:00–10:10 — Welcome to STANDS
Ryan McLaughlin, Niko Backspin, Lisa Tellers & Aissu Diallo (STANDS Hosts)
10:10–10:30 — When a Collaboration Becomes Culture
Jeff Staple (Founder, STAPLE) & Ryan McLaughlin (Founder, MCL & STANDS Host) moderating
10:35–10:55 — Building Identity Beyond the Badge
Rich Orosco (Chief Brand Officer, LAFC), Martin Drust (Head of Brand, FC St. Pauli) & Paul Rayment (PR Lead & Podcast Producer, Footballco) moderating
10:55–11:20 — How Can Football Grow Without Losing What Makes It Matter?
TBD
11:20–11:40 — BREAK
11:40–12:10 — Can Culture Be Built?
Afram Kakur (Director Brand & Experience, VfB Stuttgart), Ashish Patel (Chief Marketing Officer, West Bromwich Albion FC), Maggie Murphy (Managing Director, Aston Villa Women), Felicia Mutterer (Managing Director, FC Viktoria Berlin) & Pete Martin (Creative Director, SoccerBible) moderating
12:10–12:40 — Why Do We Still Become Fans?
Heiner Kuhlmann (Director Marketing, Spotify), Sunniva Ferri (Manager, Sabally Sisters), Afram Kakur (Director Brand & Experience, VfB Stuttgart), Charlie Copsey (Founder, Underground Fan Club) & Aissu Diallo moderating
12:40–13:10 — When Brands Stop Sponsoring Culture and Start Building It
Rogelio Vega (Chief Marketing Officer, Seattle Sounders FC & Seattle Reign), Vincent Brass (Partner, Amsterdam Berlin), Franziska von der Ahé (Founder, GLUTAMAT), Till Jagla (Former Global Brand Executive, adidas / Founder, FFS) & Ryan McLaughlin moderating
13:10–14:20 — LUNCH
14:20–14:40 — Creating Places Worth Belonging To
Mick McConnell (Designer, Architect of Culture, Formerly of Airbnb, Samsung, WeWork)
14:40–15:05 — Every Shirt Tells a Story
Jan Borgmann (Head of Brand & Marketing, BSC Young Boys), Mat Davis (Founder & Creative Director, Saturdays Football), Claudia Hartung (Project Manager Marketing, SV Werder Bremen), Rogelio Vega (Chief Marketing Officer, Seattle Sounders FC & Seattle Reign) & Asad Raza (Editor-in-Chief, MUNDIAL) moderating
15:05–15:25 — Why Women's Football Is Building Culture Differently
Maggie Murphy (Managing Director, Aston Villa Women), Charlie Copsey (Founder, Underground Fan Club) & Lisa Tellers moderating
15:25–15:45 — BREAK
15:45–16:05 — Building a Creative Club
Patrick Mushatsi-Kareba (Managing Director, FC St. Pauli), Chantal Ndombasi (General Manager, COLORS) & Niko Backspin (Chief Cultural Officer & MP, Serviceplan / STANDS Host) moderating
16:05–16:30 — When Brands Become Fans
Sophie Florian (Head of Sports EMEA, Google), Lars Ofterdinger (Lead Strategic Collaborations & Social Media, smart Europe), Anke Drewicke (Head of Marketing & Mobile, congstar), Rogelio Vega (Chief Marketing Officer, Seattle Sounders FC & Seattle Reign) & Ryan McLaughlin moderating
16:30–16:55 — The New Curators of Football
Sophie Florian (Head of Sports EMEA, Google) — 10-min YouTube introduction; Jens Fabian Kirsch (Sports Partnerships, YouTube), Manu Thiele (Football Creator) & Aissu Diallo (Founder & Managing Director, Butter Social) moderating
16:55–17:10 — Beyond the Feed – Safe Self-Expression in the Digital Age
Anna Hartmann (Team Lead, Global Influencer Marketing, cosnova beauty), Ann Rheinheimer (CEO & Head of Experience, myProtectify), Josephine Ballon (CEO, HateAid) & Aissu Diallo (Founder & Managing Director, Butter Social) moderating
17:10–17:40 — Football's New Creative Directors
Jan Borgmann (Head of Brand & Marketing, BSC Young Boys), Martin Drust (Head of Brand, FC St. Pauli), Felicia Mutterer (Managing Director, FC Viktoria Berlin), Vincent Brass (Partner, Amsterdam Berlin) & Ryan McLaughlin moderating
17:40–17:45 — STANDS Closing
Ryan McLaughlin, Niko Backspin, Lisa Tellers & Aissu Diallo (STANDS Host)
17:45–20:00 — Drinks / Community / Networking
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SCHEDULE | COMMUNITY STAGE
11:40–12:05 — Clubs That Build People
Marvin Willoughby (General Manager, Hamburg Towers), David Bellion (Head of Culture, Caledonian Braves), Rachel Etse (Expert for Racism Critique & Cultural Change in Football), Malte Schruth (Board Member, Berliner Fußball-Verband) & Lisa Tellers moderating
12:10–12:35 — Who Gets Seen. Who Gets Remembered.
Jermain Raffington (Director, Executive Producer & Creative Storyteller) & Micha Fritz (Co-Founder, Viva con Agua) moderating
12:35–13:05 — Can Products Create Culture?
Michael Krause (Chief Platform Officer, Zellerfeld), Tobias Pfeiffer-Kropp (VP Commercial, Kapten & Son), Asad Raza (Editor-in-Chief, MUNDIAL), Philipp Bohner (Head of Licensing, Bundesliga) & Niko Backspin moderating
13:10–14:20 — LUNCH
14:20–14:50 — Culture Doesn't Need Permission
Christian Hauke (Director Partnerships, Growth Marketing & Media, Warner Bros. Discovery / HBO Max), Michael Kümmerle (Advisor, ex-Global Head of Music Partnership Development, TikTok), Franziska von der Ahé (Founder, GLUTAMAT), Erdem Ağlar (Founder, HYPHEN & Creative Entrepreneur), Edwin Okyere (Global Client Service Director, Jung von Matt) & Aissu Diallo moderating
14:50–15:10 — What Will Football Mean Next?
Christoph Köchy (President, International Socca Federation), David Bellion (Head of Culture, Caledonian Braves), Kath Curran (Operating Partner, Monarch Collective) & Pete Martin moderating
15:10–15:30 — BREAK
15:30–15:55 — Football Doesn't Need Permission
Ryan Hunn (Co-Founder, STADIO), Musa Okwonga (Co-Founder, STADIO), Liam Miller (Founder, The Culture Division), Trisha Lewis (Founder, Romance FC) & Andrew Weber (Founder, Indie Football Festival) moderating
16:00–16:30 — Who Actually Decides What's Cool?
Stefanie Kim (MD, KIMKOM), Tamas Trunk (Founder & Creative Director, Sneakerness), Keane Pearce Shaw (Creative Director, SoccerBible), Mat Davis (Founder & Creative Director, Saturdays Football), Lucas Teuchner (Co-Founder, The Icon League; Managing Director, TWO SIDES & Electric Feel Europe) & Niko Backspin moderating
SPEAKERS
Jeff Staple
Founder & President | Staple + Founder & CEO | Reed Art Department
Josephine Ballon
CEO | HateAid
Ann Rheinheimer
CEO & Head of Experience | myProtectify
Patrick Mushatsi-Kareba
Managing Director | FC St. Pauli
Musa Okwonga
Co-host of the Stadio Football Podcast | Stadio
Anna Hartmann
Team Lead Global Influencer Marketing | Cosnova GmbH
Trisha Lewis
Founding Romance FC | Romance FC LTD
Vittorio Moro
Creative Director / Photographer | The Culture Division
Michael Krause
CPO & Founder Associate | Zellerfeld
Till Jagla
CBO | Flowers For Society & Blackroll
Liam Miller
Co-Founder / Editorial Director | The Culture Division
Ryan Hunn
Co-founder | Stadio
Paul Rayment
PR Lead & Podcast Producer | Footballco
Asad Raza
Editor-in-Chief | MUNDIAL Magazine
Andrew Weber
Founder & Creative Consultant | Indie Football
Lisa Tellers
TV-Host | DAZN, ARD Sportschau
Jermain Raffington
Film Director, Creative Storyteller, Executive Producer | JAYRAFF
Marvin Willoughby
General Manager & Sports Director | Hamburg Towers Basketballbetreiber GmbH / Veolia Towers Hamburg
Franziska Muller von der Ahé
CEO | Glutamat.co
Erdem Aglar
CEO | TRXBE GmbH
Jan Borgmann
Head of Merchandising & Licensing | BSC Young Boys AG
Felicia Mutterer
CEO / Co-Founder | FC Viktoria 1889 Berlin Frauen-Fußball GmbH
David Bellion
Creative Director | Passion Fruit
Christian Hauke
Director Partnerships, Growth Marketing & Media | HBO Max / Warner Bros. Discovery
Martin Drust
Head of Brand & Marketing | FC St. Pauli Vermarktungs GmbH & Co. KG
Edwin Okyere
Global Client Service Director | Jung von Matt
PIMF
Rapper / Creator | lagunenstyles
Mick McConnell
Head of Space | Airbnb
Rogelio Vega
Chief Marketing Officer | Seattle Sounders FC and Seattle Reign FC
Mathew Davis
Founder | Saturdays Football
Tamás Trunk @dablty
Founder, New Gen Advisor | NEW UNIVERSE / WHYWEDREAM
Rich Orosco
Chief Brand Officer | Los Angeles Football Club (LAFC)
Maggie Murphy
Managing Director | Aston Villa Women FC
Charlie Copsey
CEO / Founder | Underground Fan Club
Heiner Kuhlmann
Director Marketing | Spotify
Aissu Diallo
Managing Director & Co-Owner | BUTTER. Social
Sophie Florian
Head of Industry, Beauty & Sports | Google
Steffi Kim
Director Communications | KIMKOM
Katharine Curran
Investor | Monarch Collective
Michael Kümmerle
Content Strategist & Monetization Expert (Music & Entertainment) | Independent Consultant (ex-TikTok)
Pete Martin
Creative Director | SoccerBible
Sunniva Ferri
Communication Strategist & WNBA Manager | SUNNIVA FERRI
Rachel Etse
Cultural Anthropologist & Anti-racism Educator | Rachel Etse UG (in formation)
Keane Pearce Shaw
Creative Director | SoccerBible
Malte Schruth
Football Culture & Marketing Strategist / PhD Researcher in Sport Sociology
Afram Kakur
Director Brand & Experience | VfB Stuttgart 1893 AG
Vincent Brass
Creative Director / Managing Partner | Amsterdam Berlin
Michael Fritz
Joker & Co Founder | Viva con Agua
Christoph Köchy
President | International Socca Federation
Legal Notice
I consent to FC St. Pauli Merchandising GmbH & Co. KG transferring my name and email address from my ticket order to its HubSpot customer management system and contacting me by email about the STANDS Festival — in particular regarding the programme, line-up, schedule and travel information, additional ticket offers, as well as future editions of the STANDS Festival.
I may withdraw this consent at any time without giving a reason, for example by using the unsubscribe link included in every email or by contacting info(at)stands.hamburg.
The withdrawal of consent does not affect the lawfulness of any processing carried out prior to the withdrawal. Further information can be found in the STANDS Festival Privacy Policy.
The purchase of tickets is independent of this consent. You can place your order without providing consent.
CULTURE STAGE
🕑: 10:00 AM - 10:10 AM
Welcome to STANDS
Info: Ryan McLaughlin, Niko Backspin, Lisa Tellers & Aissu Diallo (STANDS Hosts)
🕑: 10:10 AM - 10:30 AM
When a Collaboration Becomes Culture
Info: Jeff Staple (Founder, STAPLE) & Ryan McLaughlin (Founder, MCL & STANDS Host) moderating
🕑: 10:35 AM - 10:55 AM
Building Identity Beyond the Badge
Info: Rich Orosco (Chief Brand Officer, LAFC), Martin Drust (Head of Brand, FC St. Pauli) & Paul Rayment (PR Lead & Podcast Producer, Footballco) moderating
🕑: 10:55 AM - 11:20 AM
How Can Football Grow Without Losing What Makes It Matter?
Info: TBD
🕑: 11:20 AM - 11:40 AM
BREAK
🕑: 11:40 AM - 12:10 PM
Can Culture Be Built?
Info: Afram Kakur (Director Brand & Experience, VfB Stuttgart), Ashish Patel (Chief Marketing Officer, West Bromwich Albion FC), Maggie Murphy (Managing Director, Aston Villa Women), Felicia Mutterer (Managing Director, FC Viktoria Berlin) & Pete Martin (Creative Director, SoccerBible) moderating
🕑: 12:10 PM - 12:40 PM
Why Do We Still Become Fans?
Info: Heiner Kuhlmann (Director Marketing, Spotify), Sunniva Ferri (Manager, Sabally Sisters), Afram Kakur (Director Brand & Experience, VfB Stuttgart), Charlie Copsey (Founder, Underground Fan Club) & Aissu Diallo moderating
🕑: 12:40 PM - 01:10 PM
When Brands Stop Sponsoring Culture and Start Building It
Info: Rogelio Vega (Chief Marketing Officer, Seattle Sounders FC & Seattle Reign), Vincent Brass (Partner, Amsterdam Berlin), Franziska von der Ahé (Founder, GLUTAMAT), Till Jagla (Former Global Brand Executive, adidas / Founder, FFS) & Ryan McLaughlin moderating
🕑: 01:10 PM - 02:20 PM
LUNCH
🕑: 02:20 PM - 02:40 PM
Creating Places Worth Belonging To
Info: Mick McConnell (Designer, Architect of Culture, Formerly of Airbnb, Samsung, WeWork)
🕑: 02:40 PM - 03:05 PM
Every Shirt Tells a Story
Info: Jan Borgmann (Head of Merchandising & Licensing, BSC Young Boys), Mat Davis (Founder & Creative Director, Saturdays Football), Claudia Hartung (Project Manager Marketing, SV Werder Bremen), Rogelio Vega (Chief Marketing Officer, Seattle Sounders FC & Seattle Reign) & Asad Raza (Editor-in-Chief, MUNDIAL) moderating
🕑: 03:05 PM - 03:25 PM
Why Women's Football Is Building Culture Differently
Info: Maggie Murphy (Managing Director, Aston Villa Women), Charlie Copsey (Founder, Underground Fan Club) & Lisa Tellers moderating
🕑: 03:25 PM - 03:45 PM
BREAK
🕑: 03:45 PM - 04:05 PM
Building a Creative Club
Info: Patrick Mushatsi-Kareba (Managing Director, FC St. Pauli) & Niko Backspin (Chief Cultural Officer & MP, Serviceplan / STANDS Host)
🕑: 04:05 PM - 04:30 PM
When Brands Become Fans
Info: Sophie Florian (Head of Sports EMEA, Google), Lars Ofterdinger (Lead Strategic Collaborations & Social Media, smart Europe), Anke Drewicke (Head of Marketing & Mobile, congstar), Rogelio Vega (Chief Marketing Officer, Seattle Sounders FC & Seattle Reign) & Ryan McLaughlin moderating
🕑: 04:30 PM - 04:55 PM
The New Curators of Football
Info: Sophie Florian (Head of Sports EMEA, Google) — 10-min YouTube introduction; Jens Fabian Kirsch (Sports Partnerships, YouTube), Manu Thiele (Football Creator) & Aissu Diallo (Founder & Managing Director, Butter Social) moderating
🕑: 04:55 PM - 05:10 PM
Beyond the Feed – Safe Self-Expression in the Digital Age
Info: Anna Hartmann (Team Lead, Global Influencer Marketing, cosnova beauty), Ann Rheinheimer (CEO & Head of Experience, myProtectify), Josephine Ballon (CEO, HateAid) & Aissu Diallo (Founder & Managing Director, Butter Social) moderating
🕑: 05:10 PM - 05:40 PM
Football's New Creative Directors
Info: Jan Borgmann (Head of Brand & Marketing, BSC Young Boys), Martin Drust (Head of Brand, FC St. Pauli), Felicia Mutterer (Managing Director, FC Viktoria Berlin), Vincent Brass (Partner, Amsterdam Berlin) & Ryan McLaughlin moderating
🕑: 05:40 PM - 08:00 PM
STANDS Closing, Networking, Community & Drinks
COMMUNITY STAGE
🕑: 11:40 AM - 12:05 PM
Clubs That Build People
Info: Marvin Willoughby (General Manager, Hamburg Towers), David Bellion (Head of Culture, Caledonian Braves), Rachel Etse (Expert for Racism Critique & Cultural Change in Football), Malte Schruth (Board Member, Berliner Fußball-Verband) & Lisa Tellers moderating
🕑: 12:10 PM - 12:35 PM
Who Gets Seen. Who Gets Remembered.
Info: Jermain Raffington (Director, Executive Producer & Creative Storyteller) & Micha Fritz (Co-Founder, Viva con Agua) moderating
🕑: 12:35 PM - 01:05 PM
Can Products Create Culture?
Info: Michael Krause (Chief Platform Officer, Zellerfeld), Tobias Pfeiffer-Kropp (VP Commercial, Kapten & Son), Asad Raza (Editor-in-Chief, MUNDIAL), Philipp Bohner (Head of Licensing, Bundesliga) & Niko Backspin moderating
🕑: 01:10 PM - 02:20 PM
LUNCH
🕑: 02:20 PM - 02:50 PM
Culture Doesn't Need Permission
Info: Christian Hauke (Director Partnerships, Growth Marketing & Media, Warner Bros. Discovery / HBO Max), Michael Kümmerle (Advisor, ex-Global Head of Music Partnership Development, TikTok), Franziska von der Ahé (Founder, GLUTAMAT), Erdem Ağlar (Founder, HYPHEN & Creative Entrepreneur), Edwin Okyere (Global Client Service Director, Jung von Matt) & Aissu Diallo moderating
🕑: 02:50 PM - 03:10 PM
What Will Football Mean Next?
Info: Christoph Köchy (President, International Socca Federation), David Bellion (Head of Culture, Caledonian Braves), Kath Curran (Operating Partner, Monarch Collective) & Pete Martin moderating
🕑: 03:10 PM - 03:30 PM
BREAK
🕑: 03:30 PM - 03:55 PM
Football Doesn't Need Permission
Info: Ryan Hunn (Co-Founder, STADIO), Musa Okwonga (Co-Founder, STADIO), Liam Miller (Founder, The Culture Division), Trisha Lewis (Founder, Romance FC) & Andrew Weber (Founder, Indie Football Festival) moderating
🕑: 04:00 PM - 04:30 PM
Who Actually Decides What's Cool?
Info: Stefanie Kim (MD, KIMKOM), Tamas Trunk (Founder & Creative Director, Sneakerness), Keane Pearce Shaw (Creative Director, SoccerBible), Mat Davis (Founder & Creative Director, Saturdays Football), Lucas Teuchner (Co-Founder, The Icon League; Managing Director, TWO SIDES & Electric Feel Europe) & Niko Backspin moderating
Where is it happening?
Event Location & Nearby Stays:
EUR 199.00
