FC St. Pauli: Patrick Mushatsi-Kareba (ex-Apple and Sony Music) marketing and sales director

Patrick Mushatsi-Kareba has been appointed to the newly created position of marketing and sales director at FC St. Pauli (Bundesliga), announced the club on 02/03/2026. "In this role, he will be responsible for the strategic development of marketing as well as the club's entire sales operation, including merchandising."

"Patrick Mushatsi-Kareba has many years of experience, including serving as CEO of Sony Music Entertainment GSA and holding senior management positions at Universal Music and Apple. He has overseen strategic transformations, developed and internationalised brands, and created new business models in an ever-changing market environment," said the Hamburg-based club.

"The 52-year-old brings extensive experience in building robust sales structures and in linking cultural positioning with economic development to the Millerntor Stadium (29,546 capacity). This experience will now be specifically incorporated into the economic development of FC St. Pauli."

"We decided to fill this key position with someone who doesn't come from the traditional football business. We want to…