The sports marketing industry in the DACH region involves a range of companies that promote sports teams, events, and brands. These firms offer services like event management, sponsorship deals, and digital marketing strategies focusing on enhancing fan engagement and brand visibility. As consumer habits shift towards digital platforms, there's a noticeable growth in sports data analytics and technology-driven solutions. Companies adapt by integrating innovative strategies like personalized audience outreach and immersive experiences. Current trends indicate a robust future fueled by esports proliferation, sustainability initiatives and smart technology integration in sports promotion.


This list features a variety of investors in the DACH region, including corporate behemoths and venture capitalists. Based in vibrant cities like Berlin, Zurich, and Munich, these investors come from different backgrounds, ranging in size from small teams to thousands of employees. Founded anywhere from 1833 to 2018, they collectively participated in numerous deals in 2024, with some like IBB Ventures engaging in as many as 18 investments. These financial players represent a mix of direct investment strategies targeting growth in the sports marketing sector, covering technology, event management, and more.


Top 18 Sports Marketing Investors in DACH


1. Sportradar

  • Website: sportradar.com
  • Type: Corporate
  • Headquarters: St. Gallen, St. Gallen, Switzerland
  • Founded year: 2001
  • Headcount: 1001-5000
  • Number of deals in 2024: 1
  • LinkedIn: sportradar

Sportradar AG is a corporate investor based in St. Gallen, Switzerland, specializing in sports technology and data analytics. Founded in 2001, Sportradar has grown to become a key player in providing data solutions for the sports, media, and betting industries. The company has made several strategic acquisitions to bolster its offerings in the sports marketing domain. Notably, the acquisition of Synergy Sports enhances Sportradar's sports betting services in the U.S., while the purchase of Fresh Eight Ltd focuses on personalized messaging for the betting and gaming market, showcasing their commitment to improving customer engagement. Additionally, the acquisition of IMG ARENA is set to further strengthen their position in the sports data market, indicating a robust strategy to integrate marketing and data solutions for sports organizations.


2. IBB Ventures


IBB Ventures is a venture capital firm based in Berlin, Germany, founded in 1997. The firm specializes in early-stage financing and has invested in over 270 startups, providing them with the necessary funding and support to thrive in competitive markets. Among their notable transactions, IBB Ventures invested in sporTrade GmbH, a company that operates in the sports sector, indicating their engagement with sports-related ventures. Additionally, they have been involved in various other sectors, including influencer marketing through their investment in blogfoster, showcasing their diverse investment strategy while still maintaining a foothold in the sports marketing landscape.


3. Impulse VC

  • Website: impulsevc.com
  • Type: Venture Capital
  • Headquarters: Berlin, Berlin, Germany
  • Founded year: 2013
  • Headcount: 1-10
  • Number of deals in 2024: 1
  • LinkedIn: impulse-vc

Impulse VC is a venture capital firm based in Berlin, Germany, founded in 2013. The firm specializes in investing in technological internet companies, providing funding to startups in the technology sector to help them grow and develop their business models. Among their notable transactions, Impulse VC invested in Sports.ru, a sports news platform, which raised $3 million in Series A funding in March 2017. Additionally, they participated in funding rounds for Buzzoole, a marketing technology platform, which raised significant amounts in Series A and convertible note rounds. While their investments in Sports.ru indicate some involvement in the sports sector, their broader focus remains on technology and internet companies, which may not fully align with a dedicated sports marketing investment strategy.


4. Infront Sports & Media AG


Infront Sports & Media AG is a corporate investor based in Zug, Switzerland, specializing in sports marketing. Founded in 2003, the company focuses on managing media and marketing rights for international sports events, providing services such as sponsorship, media rights distribution, and sports broadcast production. Infront has made significant strides in the sports marketing sector through various acquisitions, including the purchase of DSM Sportwerbung GmbH, which enhances its presence in the football ground advertising market in Germany. Additionally, Infront acquired Hyrox, a company involved in mass participation and professional racing, and Threshold Sports, a UK-based sports events agency known for innovative outdoor challenges. These strategic acquisitions align with Infront's goal to expand its portfolio and enhance audience engagement in the sports industry. Furthermore, Infront has participated in funding rounds for companies like COPA90 and Videocites, demonstrating its active role in the sports marketing landscape.


5. CTS EVENTIM AG & Co. KGaA

  • Website: eventim.de
  • Type: Corporate
  • Headquarters: Bremen, Bremen, Germany
  • Founded year: 1999
  • Headcount: 1001-5000
  • Number of deals in 2024: 1
  • LinkedIn: cts-eventim-ag

CTS EVENTIM AG & Co. KGaA, founded in 1999 and based in Bremen, Germany, is a leading ticketing service and event promotion company. The firm specializes in providing ticketing solutions for a wide range of live entertainment, including concerts, festivals, and sports events. With a significant presence in the event industry, CTS EVENTIM has made several strategic acquisitions to enhance its capabilities. Notable transactions include the acquisition of TicketOne in 2010, which solidified its position in the Italian market, and the acquisition of simply-X in 2021, aimed at improving access control and event management services. These acquisitions reflect CTS EVENTIM's commitment to expanding its service offerings and technological capabilities, making it a key player in the sports marketing landscape by facilitating ticket sales and event management for sports events.


6. 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 2022, bmp Ventures led a €4M Series A funding round for Wingfield, a sportstech startup aimed at improving the experience for tennis players and facilities. This investment highlights their engagement in the sports sector, alongside their broader focus on technology and innovation. Other transactions include investments in companies like X-Trade, although this is not directly related to sports, it showcases their diverse investment portfolio.


7. 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 strategically focused on expanding its footprint in the sports media sector. Notable transactions include the acquisition of a majority stake in the Bulgarian Sportal Media Group and Digital Ventures OOD, aimed at enhancing its sports media presence. Additionally, Ringier invested £50m in LiveScore Group, a significant player in sports information and live scores. They also acquired Sportal365, further solidifying their commitment to sports media. Furthermore, through a joint venture, Ringier acquired Gazeta Sporturilor, a leading Romanian sports brand, which includes both its digital platform and print edition. These transactions highlight Ringier's active engagement in the sports marketing industry, making it a relevant investor in this space.


8. HV Capital

  • Website: hvcapital.com
  • Type: Venture Capital
  • Headquarters: Flensburg, Schleswig-Holstein, Germany
  • Founded year: 2000
  • Headcount: 11-50
  • Number of deals in 2024: 28
  • LinkedIn: hvventures

HV Capital is a venture capital firm based in Flensburg, Schleswig-Holstein, Germany, founded in 2000. The firm specializes in investing in digital companies and supporting entrepreneurs from seed stage to exit, managing over €2.8 billion in assets. HV Capital has been involved in various funding rounds, notably for Urban Sports Club, a company that has raised significant capital to enhance its marketing and outreach in the health and fitness sector. HV Capital participated in multiple rounds for Urban Sports Club, including a €95 million funding round in December 2023 and an over €80 million round in June 2021, both aimed at increasing the company's market presence and promoting health and fitness through advertising. These transactions highlight HV Capital's engagement in the sports marketing landscape, particularly through its support of Urban Sports Club, which aligns with the goals of promoting sports and fitness activities.


9. Earlybird Venture Capital


Earlybird Venture Capital is a venture capital firm founded in 1997, based in Germany, that specializes in investing in European technology innovators. With a focus on early-stage companies, Earlybird provides financial resources and strategic support, particularly in the digital health and deep tech sectors. Notably, they have invested in OneFootball, a Berlin-headquartered football media platform that has raised significant funding, including a $300 million Series D round. This investment highlights Earlybird's engagement in the sports marketing space, as OneFootball is a key player in the football media landscape. Additionally, their investment in Madvertise, a mobile advertising leader, further demonstrates their interest in digital platforms that could intersect with sports marketing initiatives.


10. Wellington Partners


Wellington Partners is a venture capital firm based in Munich, Bavaria, Germany, founded in 1998. The firm specializes in life sciences, investing in early- and growth-stage companies to provide capital and strategic support. Their portfolio includes innovative startups in therapeutics and medical devices. Notably, Wellington Partners has invested in Tonsser, a football app that raised €5.5M in Series A funding in December 2018, along with earlier seed rounds in 2016 and 2017. This investment highlights their engagement in the sports sector, particularly in technology that supports sports participation and community building. While their primary focus remains on life sciences, their involvement with Tonsser indicates a potential interest in the sports marketing landscape.


11. 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, specializing in seed and early-stage investments. Founded in 2013, the fund focuses on building and supporting innovative startups globally, providing them with the necessary capital and resources to grow and succeed. Among their notable transactions, they have invested in GotCourts, a Swiss sports startup that raised $1 million in seed funding to strengthen its position in Switzerland and expand into European markets. Additionally, they participated in funding rounds for Coachbetter, a SportTech startup aimed at international growth and innovative technology development. These investments highlight Swiss Founders Fund's commitment to the sports sector, particularly in enhancing sports marketing through technology and innovative solutions.


12. 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 size of 1-10 and has been active in making investments, with 9 recorded in 2024 alone. One of their notable investments includes Sorare, which raised $10 million in a seed round in July 2020; Sorare is a fantasy sports platform that allows users to trade officially licensed digital player cards. Another significant investment was in Virtex Stadium, which raised $3.2 million in May 2022; this company focuses on creating virtual stadium experiences, enhancing fan engagement in sports. These transactions highlight Possible Ventures' commitment to supporting innovative companies within the sports marketing landscape, alongside their broader investment strategy.


13. 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, Germany, founded in 2018. The firm specializes in early-stage investments across various sectors, including mobility, industrial technology, and sustainability. Notably, Porsche Ventures has made significant strides in the sports marketing arena, particularly through its planned acquisition of a 50 percent stake in Red Bull Racing Company and Red Bull Technology LTD, which are key players in Formula 1 racing. These acquisitions aim to enhance their involvement in motorsports and the development of power units for racing cars. Additionally, Porsche Ventures has invested in Fanzone Media, a startup that likely focuses on enhancing fan engagement in sports, further solidifying their commitment to the sports marketing industry. Through these strategic investments, Porsche Ventures not only provides capital but also leverages its extensive network to support the growth of these companies in the competitive sports marketing landscape.


14. APX Talent Pool

  • Website: apx.vc
  • Type: Venture Capital
  • Headquarters: Berlin, Berlin, Germany
  • Founded year: 2018
  • Headcount: 11-50
  • Number of deals in 2024: 7
  • LinkedIn: apx-talent-pool

APX Talent Pool is a venture capital firm based in Berlin, founded in 2018, that specializes in earliest-stage investments in startups with digital business models. Backed by prominent entities such as Axel Springer and Porsche, APX provides funding and growth assistance to ambitious pre-seed startups, helping them navigate the challenges of launching and scaling their businesses. Among their notable transactions, they invested in Track Titan, which raised $1,200,000 in a Seed Round in January 2023 and $600,000 in a Pre-Seed Round in March 2022. Track Titan focuses on sports technology, which aligns with the sports marketing industry, showcasing APX's engagement in this sector.


15. 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 marketing sector. Additionally, they have participated in funding rounds for companies like Remerge and TVSmiles, focusing on mobile app marketing and advertising platforms, respectively. While these transactions are not directly related to sports marketing, the investment in sporTrade demonstrates their potential interest in the sports industry.


16. Nestlé

  • Website: nestle.com
  • Type: Corporate
  • Headquarters: Vevey, Vaud, Switzerland
  • Founded year: 1866
  • Headcount: 10001+
  • Number of deals in 2024: 2
  • LinkedIn: nestle-s-a-

Nestlé S.A. is a multinational food and beverage company based in Vevey, Vaud, Switzerland, founded in 1866. It offers a diverse range of products, including coffee, dairy, and pet care items, and serves both consumers and businesses globally with a commitment to sustainability. Notably, Nestlé has made significant acquisitions that align with the sports marketing sector. In 2000, it acquired PowerBar for $375 million, a brand well-known for its energy bars and nutritional products aimed at athletes and fitness enthusiasts. More recently, in 2021, Nestlé Health Science acquired Nuun, a leader in functional hydration, further enhancing its portfolio of active lifestyle nutrition brands. These transactions highlight Nestlé's strategic interest in the sports and fitness market, making it a relevant player in sports marketing.


17. 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 is a leading sportswear manufacturer and retailer based in Herzogenaurach, Bavaria, Germany, founded in 1949. The company specializes in athletic footwear and apparel, catering to athletes, sports teams, and consumers. Adidas is committed to innovation and sustainability, focusing on enhancing performance and creating engaging team environments. Notably, Adidas has made strategic investments in the sports marketing landscape, including a Series C investment in OneFootball, which raised over $20 million to connect fans with football content. They also participated in a Series B funding round for PlayVS, an official platform for high school esports, securing $30.5 million to promote esports in educational settings. Furthermore, Adidas has expanded its portfolio through acquisitions, such as Reebok International and TaylorMade Golf, reinforcing its influence in the sports industry.


18. COI Partners


COI Partners is an investment firm based in Frankfurt, Hesse, Germany, specializing in growth capital and private equity investments in medium-sized enterprises within the DACH region. Founded in 2001, the firm partners with entrepreneurs to provide direct investments and fund management services aimed at helping businesses achieve their growth ambitions. While COI Partners primarily focuses on sectors such as IT services and quick-service food, they have also ventured into the sports marketing domain. Notably, they made a significant investment in Freaks 4U Gaming, securing €15 million as part of their first equity investment in the esports and gaming sector. This investment highlights their interest in the sports marketing industry, particularly in the rapidly expanding esports market. Additionally, COI Partners has invested in Keller Sports, an online retailer that operates within the sports sector, further indicating their engagement in sports-related investments.



Sports Marketing Insights: Key Investors in DACH


InvestorHeadquarterSizeFoundedDeals 2024
SportradarSt. Gallen, St. Gallen, Switzerland1001-500020011
IBB VenturesBerlin, Berlin, Germany11-50199718
Impulse VCBerlin, Berlin, Germany1-1020131
Infront Sports & Media AGZug, Zug, Switzerland501-100020030
CTS EVENTIM AG & Co. KGaABremen, Bremen, Germany1001-500019991
bmp VenturesBerlin, Berlin, Germany11-5019973
RingierZurich, Zurich, Switzerland5001-1000018330
HV CapitalFlensburg, Schleswig-Holstein, Germany11-50200028
Earlybird Venture CapitalGermany51-200199729
Wellington PartnersMunich, Bavaria, Germany11-5019989
Swiss Founders FundSt. Gallen, St. Gallen, Switzerland1-1020134
Possible VenturesMunich, Bavaria, Germany1-1020219
Porsche VenturesStuttgart, Baden-Württemberg, Germany11-5020189
APX Talent PoolBerlin, Berlin, Germany11-5020187
German Startups Group VC GmbHFrankfurt, Hesse, Germany11-5020120
NestléVevey, Vaud, Switzerland10001+18662
adidasHerzogenaurach, Bavaria, Germany10001+19491
COI PartnersFrankfurt, Hesse, Germany11-5020010


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