The sports merchandising industry in DACH thrives on the passion for sports and fitness. It includes manufacturers of apparel, footwear, equipment, and accessories designed for athletes and fans alike. As brands compete to capture market share, they innovate to meet the demand for sustainable and tech-savvy products. E-commerce is rapidly reshaping how consumers purchase sports merchandise, leading to increased investment in online platforms and experiences. The industry's future looks promising, with a strong push toward digital integration, personalized shopping, and community engagement through social media and influencer collaborations.


This list features an array of investors shaping the sports merchandising sector across DACH. Predominantly comprising venture capital and corporate entities, these investors include prominent names with notable operations in cities like Munich, Vienna, and Zurich. The firms vary in size, from small teams to vast enterprises like adidas. Established from the late 1990s to more recently, the total investments made in 2024 reflect a commitment to this dynamic market—highlighting 13 deals by Project A and 9 by Porsche Ventures, among others.


Top 15 Sports Merchandising Investors in DACH


1. Acton Capital


Acton Capital is a Munich-based venture capital firm founded in 1999, specializing in investing in startups at the Series A stage and beyond. They provide financial backing and strategic guidance to mission-driven teams across various sectors, including technology and eco-friendly consumer goods. Acton Capital has been involved in several notable transactions, including investments in TeamPages, which raised funds in both Series A and Series B rounds. TeamPages is a platform that supports sports teams in managing their activities and communications, highlighting Acton Capital's engagement with the sports sector. Additionally, they have invested in Koio, a luxury sneaker brand, which, while not directly a sports merchandising company, operates in the footwear space that often intersects with sports culture. This diverse portfolio showcases Acton Capital's commitment to helping companies develop tailored growth strategies for long-term success, including those in the sports merchandising arena.


2. SIGNA Group of Companies


SIGNA Group of Companies, founded in 1999 and based in Vienna, Austria, is a prominent venture capital firm operating primarily in the real estate and retail sectors. With a workforce exceeding 10,000 employees, SIGNA has established itself as a key player in commercial real estate development and retail platforms across Europe. Notably, SIGNA Retail has made strategic acquisitions in the sports merchandising space, including the acquisition of SportScheck, a leading sporting goods specialist in Germany, which added 19 shops and an online presence to their portfolio. Additionally, they acquired TennisPro, a major online sports retailer in France and Southern Europe, to bolster their offerings in tennis and other sports. These transactions reflect SIGNA's commitment to enhancing its multichannel sports distribution and solidifying its position in the sports market.


3. Infront Sports & Media AG


Infront Sports & Media AG, founded in 2003 and based in Zug, Switzerland, is a corporate investor specializing in sports marketing. The company manages media and marketing rights for international sports events, providing services that include sponsorship, media rights distribution, and sports broadcast production. Infront has made several strategic acquisitions to bolster its position in the sports marketing sector. Notably, they acquired Gsport and Sport09 in Italy to enhance their marketing capabilities, and they also took majority ownership of Hyrox, a company focused on mass participation and professional racing. Additionally, their acquisition of DSM Sportwerbung GmbH aims to strengthen their presence in football ground advertising, particularly with Bundesliga clubs. These transactions highlight Infront's commitment to expanding its influence in the sports marketing landscape, which is closely tied to sports merchandising.


4. adidas

  • Website: adidas-group.com
  • Type: Corporate
  • Headquarters: Herzogenaurach, Bavaria, Germany
  • Founded year: 1949
  • Headcount: 10001+
  • Number of deals in 2024: 1
  • LinkedIn: adidas

Adidas, founded in 1949 and headquartered in Herzogenaurach, Bavaria, Germany, is a prominent corporate investor in the sports merchandising industry. As a major sportswear manufacturer and retailer, Adidas offers a diverse range of athletic footwear and apparel designed to enhance performance for athletes, sports teams, and consumers. The company has been actively involved in strategic acquisitions to bolster its market position, including the acquisition of Reebok International for $3.8 billion, TaylorMade Golf, and Adams Golf, which significantly expanded its footprint in the sports sector. Additionally, Adidas has invested in innovative platforms like OneFootball and PlayVS, reflecting its commitment to engaging with the evolving sports landscape and community initiatives focused on innovation and sustainability.


5. Richemont

  • Website: richemont.com
  • Type: Corporate
  • Headquarters: Bellevue, Geneva, Switzerland
  • Founded year: 1988
  • Headcount: 10001+
  • Number of deals in 2024: 1
  • LinkedIn: richemont

Compagnie Financière Richemont S.A. is a luxury goods company founded in 1988, headquartered in Bellevue, Geneva, Switzerland. The company specializes in high-end jewellery, watches, leather goods, and fashion accessories, catering to affluent consumers who seek exclusive products. Notably, Richemont has made strategic acquisitions that align with lifestyle and sports merchandising, such as the acquisition of Peter Millar in 2012, a brand recognized for its premium golf apparel and lifestyle products. This move highlights Richemont's interest in expanding its portfolio to include sports-related merchandise. Additionally, Richemont acquired Watchfinder in 2018, further diversifying its luxury offerings. These transactions reflect Richemont's strategy to integrate lifestyle brands that resonate with sports and leisure, enhancing its presence in the sports merchandising industry.


6. Porsche Ventures

  • Website: porsche.ventures
  • Type: Corporate
  • Headquarters: Stuttgart, Baden-Württemberg, Germany
  • Founded year: 2018
  • Headcount: 11-50
  • Number of deals in 2024: 9
  • LinkedIn: porsche-ventures

Porsche Ventures is a corporate venture capital firm based in Stuttgart, Baden-Württemberg, Germany, founded in 2018. The firm specializes in early-stage investments across mobility, industrial technology, and sustainability sectors. It supports startups by providing capital, strategic guidance, and access to a vast network of industry connections. Notably, Porsche Ventures is set to acquire a 50 percent stake in Red Bull Racing Company and Red Bull Technology LTD, which are key players in Formula 1 racing. These acquisitions highlight Porsche's strategic interest in the sports sector, particularly in motorsports, and align with its broader investment strategy. Additionally, Porsche Ventures has participated in funding rounds for companies like Griiip and Fanzone Media, which are involved in motorsports and sports media, respectively, further emphasizing its engagement in the sports merchandising landscape.


7. Project A

  • Website: project-a.com
  • Type: Venture Capital
  • Headquarters: Berlin, Berlin, Germany
  • Founded year: 2012
  • Headcount: 51-200
  • Number of deals in 2024: 13
  • LinkedIn: project-a-ventures

Project A is a venture capital firm based in Berlin, Germany, founded in 2012. They specialize in early-stage tech investments and provide operational support for startups. Their services include consulting in tech and growth, access to a network of investors, and pre-seed investment opportunities. In 2021, Project A invested in Perfect Drive Sports Group, which is involved in the sports sector, indicating their interest in sports-related ventures. However, they are also known for their investments in companies like Catawiki, an online auction house, and Horizn Studios, a smart luggage startup, which are not directly related to sports merchandising. This diverse portfolio highlights their focus on tech-driven companies while also showing some engagement in the sports industry.


8. Ringier

  • Website: ringier.com
  • Type: Corporate
  • Headquarters: Zurich, Zurich, Switzerland
  • Founded year: 1833
  • Headcount: 5001-10000
  • LinkedIn: ringier

Ringier AG is a prominent media company based in Zurich, Switzerland, founded in 1833. It operates across various sectors, including media publishing, digital marketplaces, and technology solutions. With a diverse portfolio of brands, Ringier plays a significant role in the media landscape across Europe and Africa. In recent years, Ringier has made strategic moves to strengthen its position in the sports media sector. Notably, they acquired a majority stake in the Bulgarian Sportal Media Group and Digital Ventures OOD in March 2021, aiming to enhance their sports media presence. Additionally, they acquired Gazeta Sporturilor, a leading Romanian sports brand, which includes both its digital platform and print edition. In September 2022, Ringier also invested £50m in LiveScore Group, further solidifying their commitment to the sports industry. These transactions highlight Ringier's active engagement in the sports sector, making them a relevant investor in sports merchandising.


9. Possible Ventures

  • Website: possible.ventures
  • Type: Venture Capital
  • Headquarters: Munich, Bavaria, Germany
  • Founded year: 2021
  • Headcount: 1-10
  • Number of deals in 2024: 9
  • LinkedIn: possible-vc

Possible Ventures is a venture capital firm based in Munich, Bavaria, Germany, founded in 2021. The firm has a small team and has been active in various investment rounds, with a total of 9 investments in 2024 alone. Notably, Possible Ventures has invested in Sorare, a platform that combines sports and digital collectibles, raising $10 million in a seed round in 2020. They also invested in Virtex Stadium, which raised $3.2 million in a seed round in 2022, focusing on virtual experiences in sports. Additionally, they have backed BEAT81, a fitness technology company, which indicates their interest in the fitness and sports technology sectors. These transactions highlight Possible Ventures' engagement with companies that have potential ties to sports merchandising.


10. Capvis AG

  • Website: capvis.com
  • Type: Private Equity
  • Headquarters: Baar, Zug, Switzerland
  • Founded year: 1990
  • Headcount: 11-50
  • LinkedIn: capvis

Capvis AG is a private equity firm based in Baar, Zug, Switzerland, founded in 1990. The firm specializes in managing investments across various sectors, including healthcare and industrial technology, while also partnering with institutional investors like pension funds to provide long-term capital and strategic growth opportunities. Notably, Capvis has made significant investments in the sports merchandising context, including the acquisition of Arena, a swimwear company known for its performance swimwear and accessories, in January 2014. Prior to that, they acquired Arena Italia in December 2013, further solidifying their stake in the sports apparel market. Additionally, Capvis acquired Ticketcorner in December 2005, a company that plays a crucial role in the sports event ticketing industry, indicating their involvement in the broader sports merchandising ecosystem. Through these transactions, Capvis has demonstrated its capability to enhance the market position of its portfolio companies through effective management and consulting, making it a noteworthy player in the sports merchandising sector.


11. b2venture

  • Website: b2venture.vc
  • Type: Venture Capital
  • Headquarters: St. Gallen, St. Gallen, Switzerland
  • Founded year: 2000
  • Headcount: 11-50
  • Number of deals in 2024: 15
  • LinkedIn: btovpartners

b2venture is a venture capital firm based in St. Gallen, Switzerland, founded in 2000. The firm specializes in early-stage investments in innovative startups across various sectors, providing financial backing and support to entrepreneurs. They collaborate with a community of angel investors, enhancing their investment strategy and positioning them as a key player in the European venture capital landscape. Notably, b2venture has been involved in transactions such as Urban Sports Club, which offers sports flat rate memberships, indicating their engagement in the sports industry. This involvement highlights their capacity to invest in businesses that intersect with sports merchandising, even if their primary focus is broader.


12. bmp Ventures

  • Website: bmp.com
  • Type: Venture Capital
  • Headquarters: Berlin, Berlin, Germany
  • Founded year: 1997
  • Headcount: 11-50
  • Number of deals in 2024: 3
  • LinkedIn: bmpventures

bmp Ventures AG is a venture capital firm based in Berlin, Germany, founded in 1997. The firm specializes in investing in early-stage and growth startups across various innovative sectors, providing not only financial resources but also strategic advisory services to help startups navigate their growth journey. In recent years, bmp Ventures has been involved in several notable transactions, including their investment in Wingfield, a Hanover-based sportstech startup that raised €4M in a Series A funding round. This investment aims to grow Wingfield's business in Europe and expand into the US market, focusing on improving the overall product experience for tennis players and facilities. Additionally, bmp Ventures has invested in other startups, although they primarily focus on tech companies, their engagement in the sports sector through Wingfield highlights their potential relevance in the sports merchandising context.


13. German Startups Group VC GmbH


German Startups Group VC GmbH is a venture capital firm based in Frankfurt, Hesse, Germany, founded in 2012. The firm specializes in providing investment and financial services to startups and growth-stage companies across various industries, including technology and e-commerce. Notably, they have invested in sporTrade GmbH, an online sports equipment marketplace, which highlights their engagement in the sports sector. This investment reflects their strategy of supporting companies that cater to the growing demand for sports-related products and services. Through their portfolio management, they assist companies in achieving their growth objectives, including those in the sports merchandising space.


14. Swiss Founders Fund

  • Website: sff.vc
  • Type: Venture Capital
  • Headquarters: St. Gallen, St. Gallen, Switzerland
  • Founded year: 2013
  • Headcount: 1-10
  • Number of deals in 2024: 4
  • LinkedIn: swiss-founders-fund-ag

Swiss Founders Fund is a venture capital fund based in St. Gallen, Switzerland, founded in 2013. The fund specializes in seed and early-stage investments, focusing on building and supporting innovative startups globally. Notably, Swiss Founders Fund has participated in several transactions within the sports industry, including investments in GotCourts, a Swiss sports startup that raised $1 million in seed funding to expand its market presence, and Coachbetter, a SportTech startup that has successfully completed multiple funding rounds, including a $1 million seed round in 2021 and a $2.9 million Seed-Plus round in 2023. These investments highlight the fund's engagement in the sports sector, particularly in technology and services that enhance sports experiences and coaching.


15. Capnamic

  • Website: capnamic.com
  • Type: Venture Capital
  • Headquarters: Cologne, North Rhine-Westphalia, Germany
  • Founded year: 2012
  • Headcount: 11-50
  • Number of deals in 2024: 6
  • LinkedIn: capnamic-ventures

Capnamic is a venture capital firm based in Cologne, North Rhine-Westphalia, Germany, founded in 2012. The firm specializes in early-stage investments, providing funding and strategic support to startups to help them grow in competitive markets. With a focus on delivering high returns through careful portfolio management, Capnamic has made several notable investments. Among these, their involvement with FATMAP, a 3D mapping platform aimed at outdoor sports, highlights their interest in the sports sector. Additionally, their investment in Nanoleq, a wearable technology company, suggests a broader interest in innovative technologies that could intersect with sports merchandising. Overall, Capnamic's diverse portfolio and strategic investments position them as a significant player in the venture capital landscape, with potential relevance to the sports merchandising industry.



Sports Merchandising Insights: Key Investors in DACH


InvestorHeadquarterSizeFoundedDeals 2024
Acton CapitalMunich, Bavaria, Germany11-5019993
SIGNA Group of CompaniesVienna, Vienna, Austria10001+19990
Infront Sports & Media AGZug, Zug, Switzerland501-100020030
adidasHerzogenaurach, Bavaria, Germany10001+19491
RichemontBellevue, Geneva, Switzerland10001+19881
Porsche VenturesStuttgart, Baden-Württemberg, Germany11-5020189
Project ABerlin, Berlin, Germany51-200201213
RingierZurich, Zurich, Switzerland5001-1000018330
Possible VenturesMunich, Bavaria, Germany1-1020219
Capvis AGBaar, Zug, Switzerland11-5019900
b2ventureSt. Gallen, St. Gallen, Switzerland11-50200015
bmp VenturesBerlin, Berlin, Germany11-5019973
German Startups Group VC GmbHFrankfurt, Hesse, Germany11-5020120
Swiss Founders FundSt. Gallen, St. Gallen, Switzerland1-1020134
CapnamicCologne, North Rhine-Westphalia, Germany11-5020126


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