The sports marketing industry in Benelux showcases a dynamic blend of enterprises dedicated to enhancing the visibility and engagement of sports brands. This industry features various players, from media corporations and technology firms to niche marketing agencies, all aiming to connect fans with their favorite sports through innovative strategies. With the growing influence of digital platforms, the sector is evolving to emphasize fan interaction and data-driven campaigns. As interest in sports content surges, companies are likely to invest in technology and personalized marketing, ensuring a vibrant future for sports marketing across Belgium, Luxembourg, and the Netherlands.


In the Benelux region, a mix of venture capital, private equity, and corporate investors shapes the sports marketing scene. Headquartered in Belgium, Luxembourg, and the Netherlands, these investors vary in size, from small firms with fewer than 10 employees to major players managing thousands. Established between 1982 and 2021, they executed a combined total of 48 deals in 2024, showcasing their active role in supporting sports marketing startups and innovations. This reflects a rapidly growing interest in the sector, attracting capital and expertise to propel its development and reach wider audiences.


Top 13 Sports Marketing Investors in Benelux


1. Cvc

  • Website: cvc.com
  • Type: Private Equity
  • Headquarters: Luxembourg
  • Founded year: 2005
  • Headcount: 1001-5000
  • Number of deals in 2024: 16
  • LinkedIn: cvc-capital-partners

CVC Capital Partners is a leading private equity firm founded in 2005, based in Luxembourg, managing approximately €193 billion in assets for over 1000 clients, including pension funds and institutional investors. The firm specializes in private equity, credit, secondaries, and infrastructure. Notably, CVC has made significant investments in the sports marketing arena, including the acquisition of Dorna Sports, which manages the MotoGP, and substantial funding rounds for Liga de Futbol Profesional, Six Nations Rugby, and Premiership Rugby. These transactions highlight CVC's commitment to delivering sustainable value and growth through strategic investments in the sports sector, showcasing its role as a key player in sports marketing.


2. LeanSquare

  • Website: leansquare.be
  • Type: Venture Capital
  • Headquarters: Belgium
  • Founded year: 2014
  • Headcount: 1-10
  • Number of deals in 2024: 3
  • LinkedIn: leansquare

LeanSquare is a venture capital investment fund based in Belgium, founded in 2014. The firm specializes in supporting innovative projects across various sectors, including the Cultural and Creative Industries, Enterprise Software, and Life Sciences. LeanSquare provides financial investment, expertise, and networking opportunities to mature startups seeking growth. In recent transactions, LeanSquare has shown a notable interest in the sports marketing sector, particularly through its investments in Raw Stadia, a sports tech company that raised $1.63M to expand into the US NFL market, and CityLegends, which received close to €1 million to enhance its marketing efforts in the sports arena. These investments highlight LeanSquare's commitment to fostering growth in the sports tech industry, making it a relevant player in the sports marketing landscape.


3. Peak

  • Website: peak.capital
  • Type: Venture Capital
  • Headquarters: Amsterdam, North Holland, Netherlands
  • Founded year: 2008
  • Headcount: 11-50
  • Number of deals in 2024: 8
  • LinkedIn: peak-capital

Peak Capital is a venture capital firm based in Amsterdam, Netherlands, founded in 2008. They specialize in investing in early-stage companies within the SaaS, marketplace, and platform sectors, providing funding and support to help these businesses scale. Notably, Peak Capital has invested in Heja, a youth sports management social platform that raised $4.2 million in a seed round led by them. This investment highlights their engagement in the sports sector. Additionally, they have participated in various funding rounds for other startups, such as StoryChief, which, while primarily a martech company, showcases their diverse investment portfolio. Peak Capital focuses on backing innovative founders across Europe, indicating a broad interest that includes potential opportunities in sports marketing.


4. Euro Media Group


Euro Media Group (EMG) is a corporate investor based in Charleroi, Wallonia, Belgium, founded in 1982. The company specializes in media production, particularly in broadcasting and digital media services, providing comprehensive solutions for live events, including outside broadcasting, post-production, and digital streaming. EMG serves a diverse clientele, including sports federations and television channels, relying on their high-quality media production and innovative technology. Notably, EMG has made strategic acquisitions to bolster its presence in the sports marketing arena. In 2015, they acquired Netco Sports, a company specializing in sport second screen solutions, integrating it into EMG Content Services to enhance their digital offerings. In 2017, they acquired EBD, a key player in graphic enhancement and statistics for sports, further strengthening their portfolio in the sports sector. These transactions highlight EMG's commitment to advancing sports marketing through innovative media solutions.


5. United Media


United Media is a corporate media company based in Luxembourg, founded in 2013, that operates primarily in Southeast Europe. The company provides a wide range of services, including television broadcasting, digital content distribution, and original content production. In recent years, United Media has made strategic acquisitions to enhance its media portfolio. Notably, in March 2023, they acquired a 50% stake in Emsa Media, a digital hub that operates popular sports-related portals, indicating their engagement in the sports marketing sector. Additionally, their acquisitions of TV Vijesti, Direct Media, and Adria Media further demonstrate their commitment to expanding their media reach and advertising capabilities, which can include sports marketing initiatives.


6. Maor Investments


Maor Investments is a venture capital firm based in Luxembourg, founded in 2017, that specializes in investing in revenue-generating Israeli technology companies. They provide advisory services and facilitate connections between startups and European corporates, bridging the gap between Israeli innovation and European markets. Notably, Maor Investments has participated in significant funding rounds for companies like Minute Media, which operates in the sports media space, raising $40 million in 2020, and WSC Sports, which focuses on sports technology and raised $23 million in Series C funding. These transactions highlight their engagement in the sports marketing context, showcasing their interest in companies that enhance sports content and technology.


7. Exor N.V.

  • Website: exor.com
  • Type: Venture Capital
  • Headquarters: Amsterdam, North Holland, Netherlands
  • Founded year: 2009
  • Headcount: 11-50
  • Number of deals in 2024: 26
  • LinkedIn: exor_2

Exor N.V. is a holding company based in Amsterdam, Netherlands, founded in 2009. It operates across various sectors, including automotive, healthcare, and media, and manages a diverse portfolio of companies such as Ferrari, Stellantis, and Philips. Exor focuses on enhancing value through strategic investments and operational support. Notably, Exor has made significant investments in the sports sector, including a recent funding commitment of €200 million to Juventus Football Club S.p.A., highlighting its active role in sports marketing. This investment reflects Exor's strategy to support and grow sports entities, further establishing its relevance in the sports marketing industry. Additionally, Exor's involvement in various funding rounds and acquisitions across different sectors showcases its broad investment approach while maintaining a notable presence in sports.


8. Lrm

  • Website: lrm.be
  • Type: Venture Capital
  • Headquarters: Hasselt, Flanders, Belgium
  • Founded year: 1994
  • Headcount: 51-200
  • Number of deals in 2024: 1
  • LinkedIn: lrmnv

LRM is a venture capital investment company founded in 1994, based in Hasselt, Flanders, Belgium. The firm focuses on sustainable economic growth in the Limburg region, providing financing and expertise to startups, scale-ups, and mature companies. LRM is involved in various sectors, including real estate development and the reconversion of old mining sites. Notably, LRM has invested in Raw Stadia, a sports tech company that raised $1.63M to expand into the US market, specifically targeting the NFL. This investment highlights LRM's engagement in the sports marketing industry, alongside other ventures that may not be directly related to sports but showcase their diverse investment strategy.


9. Waterland Private Equity


Waterland Private Equity Investments B.V. is a private equity firm based in Bussum, North Holland, Netherlands, founded in 1999. The firm specializes in growth equity investments and partners with ambitious entrepreneurs and management teams to support their growth strategies through strategic planning and operational assistance. Waterland operates across Europe and focuses on various sectors, including healthcare and sustainability. Notably, Waterland has made significant strides in the sports sector by acquiring GolfRange, a German golf court operator, to support its expansion plans in the German golf market. This acquisition highlights Waterland's interest in the sports industry, particularly in golf, which is a key area of sports marketing. Additionally, their involvement in the gaming sector through acquisitions like Napoleon Games Group and Krijco Amusement BV indicates a broader interest in entertainment and leisure, which often intersects with sports marketing.


10. River Venture Partners

  • Website: rivervp.com
  • Type: Venture Capital
  • Headquarters: Amsterdam, North Holland, Netherlands
  • Founded year: 2015
  • Headcount: 1-10
  • LinkedIn:

River Venture Partners is a venture capital firm based in Amsterdam, North Holland, Netherlands, founded in 2015. The firm specializes in providing angel syndicate funding and advisory services to early-stage companies, primarily in the technology sector. They support entrepreneurs in building digital businesses by offering financial backing and strategic guidance. Notably, River Venture Partners has been involved in transactions such as Clubee, which raised funds in both Seed and Series A rounds, indicating their interest in platforms that enhance engagement in the sports sector. Additionally, they participated in the funding of Fangage, which focuses on fan engagement, further aligning with sports marketing interests. Their investment strategy suggests a willingness to explore opportunities that intersect with sports marketing, making them a relevant player in this space.


11. Fabric Ventures

  • Website: fabric.vc
  • Type: Venture Capital
  • Headquarters: Luxembourg
  • Founded year: 2012
  • Headcount: 11-50
  • Number of deals in 2024: 16
  • LinkedIn: fabricventures

Fabric Ventures is a venture capital firm based in Luxembourg, founded in 2012. The firm focuses on investing in the Open Economy, supporting early-stage companies across various sectors, including finance, gaming, and infrastructure. Notably, Fabric Ventures has made significant investments in the sports marketing context, particularly with Sorare, a fantasy sports platform that raised $10 million in a seed round in July 2020, and SorareData, a data application for tracking player performances that raised €2 million in September 2023. These investments highlight Fabric Ventures' commitment to supporting innovative companies at the intersection of sports and technology, showcasing their role in the evolving landscape of sports marketing.


12. Stake Capital Group

  • Website: stake.capital
  • Type: Venture Capital
  • Headquarters: Luxembourg
  • Founded year: 2021
  • Headcount: 11-50
  • Number of deals in 2024: 12
  • LinkedIn: stake-capital

Stake Capital Group is a venture capital firm based in Luxembourg, founded in 2021. The firm specializes in blockchain and DeFi technologies, providing asset management and investment advisory services to businesses in the technology and finance sectors. Notably, Stake Capital has participated in several significant transactions, including a seed round investment in Eterlast, which raised $4.5 million to develop Web3 games aimed at sports fans. This investment highlights their engagement in the sports marketing space, alongside other transactions such as their involvement in MetaFight and RLTY, which further demonstrate their interest in innovative projects that intersect with sports and technology.


13. GapMinder VC

  • Website: gapminder.vc
  • Type: Venture Capital
  • Headquarters: Amsterdam, North Holland, Netherlands
  • Founded year: 2017
  • Headcount: 11-50
  • Number of deals in 2024: 3
  • LinkedIn: gapminder-vc

GapMinder VC is a venture capital firm based in Amsterdam, founded in 2017, that specializes in investing in early-stage startups primarily within the Deeptech and SaaS sectors. The firm not only provides capital but also offers strategic support in recruitment, marketing, sales strategy, and financial planning. Among its notable transactions, GapMinder led a seed funding round for Aggero, a UK-based company focused on machine learning models and data intelligence for esports and gaming creators, which highlights its engagement in the sports marketing domain. Additionally, GapMinder has invested in various other startups, including Planable and SmartDreamers, although these do not directly relate to sports marketing. Overall, GapMinder's investment in Aggero positions it as a player in the sports marketing industry, particularly in the growing esports sector.



Sports Marketing Insights: Key Investors in Benelux


InvestorHeadquarterSizeFoundedDeals 2024
CvcLuxembourg1001-5000200516
LeanSquareBelgium1-1020143
PeakAmsterdam, North Holland, Netherlands11-5020088
Euro Media GroupCharleroi, Wallonia, Belgium1001-500019820
United MediaLuxembourg1001-500020130
Maor InvestmentsLuxembourg11-5020173
Exor N.V.Amsterdam, North Holland, Netherlands11-50200926
LrmHasselt, Flanders, Belgium51-20019941
Waterland Private EquityBussum, North Holland, Netherlands201-50019997
River Venture PartnersAmsterdam, North Holland, Netherlands1-1020150
Fabric VenturesLuxembourg11-50201216
Stake Capital GroupLuxembourg11-50202112
GapMinder VCAmsterdam, North Holland, Netherlands11-5020173


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