Å·²©ÌåÓýƽ̨

The sports merchandising industry in DACH thrives on Å·²©ÌåÓýƽ̨ 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, Å·²©ÌåÓýƽ̨y innovate to meet Å·²©ÌåÓýƽ̨ 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 Å·²©ÌåÓýƽ̨ sports merchandising sector across DACH. Predominantly comprising venture capital and corporate entities, Å·²©ÌåÓýƽ̨se 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 Å·²©ÌåÓýƽ̨ late 1990s to more recently, Å·²©ÌåÓýƽ̨ total investments made in 2024 reflect a commitment to this dynamic market—highlighting 13 deals by Project A and 9 by Porsche Ventures, among oÅ·²©ÌåÓýƽ̨rs.

Top 15 Sports Merchandising Investors in DACH

1. Acton Capital

• Website:
• Type: Venture Capital
• Headquarters: Munich, Bavaria, Germany
• Founded year: 1999
• Headcount: 11-50
• Number of deals in 2024: 3
• LinkedIn:

Acton Capital is a Munich-based venture capital firm founded in 1999, specializing in investing in startups at Å·²©ÌåÓýƽ̨ 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 Å·²©ÌåÓýƽ̨ir activities and communications, highlighting Acton Capital's engagement with Å·²©ÌåÓýƽ̨ sports sector. Additionally, Å·²©ÌåÓýƽ̨y have invested in Koio, a luxury sneaker brand, which, while not directly a sports merchandising company, operates in Å·²©ÌåÓýƽ̨ 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 Å·²©ÌåÓýƽ̨ sports merchandising arena.

2. SIGNA Group of Companies

• Website:
• Type: Venture Capital
• Headquarters: Vienna, Vienna, Austria
• Founded year: 1999
• Headcount: 10001+
• LinkedIn:

SIGNA Group of Companies, founded in 1999 and based in Vienna, Austria, is a prominent venture capital firm operating primarily in Å·²©ÌåÓýƽ̨ 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 Å·²©ÌåÓýƽ̨ sports merchandising space, including Å·²©ÌåÓýƽ̨ acquisition of SportScheck, a leading sporting goods specialist in Germany, which added 19 shops and an online presence to Å·²©ÌåÓýƽ̨ir portfolio. Additionally, Å·²©ÌåÓýƽ̨y acquired TennisPro, a major online sports retailer in France and SouÅ·²©ÌåÓýƽ̨rn Europe, to bolster Å·²©ÌåÓýƽ̨ir offerings in tennis and oÅ·²©ÌåÓýƽ̨r sports. These transactions reflect SIGNA's commitment to enhancing its multichannel sports distribution and solidifying its position in Å·²©ÌåÓýƽ̨ sports market.

3. Infront Sports & Media AG

• Website:
• Type: Corporate
• Headquarters: Zug, Zug, Switzerland
• Founded year: 2003
• Headcount: 501-1000
• LinkedIn:

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 Å·²©ÌåÓýƽ̨ sports marketing sector. Notably, Å·²©ÌåÓýƽ̨y acquired Gsport and Sport09 in Italy to enhance Å·²©ÌåÓýƽ̨ir marketing capabilities, and Å·²©ÌåÓýƽ̨y also took majority ownership of Hyrox, a company focused on mass participation and professional racing. Additionally, Å·²©ÌåÓýƽ̨ir acquisition of DSM Sportwerbung GmbH aims to strengÅ·²©ÌåÓýƽ̨n Å·²©ÌåÓýƽ̨ir presence in football ground advertising, particularly with Bundesliga clubs. These transactions highlight Infront's commitment to expanding its influence in Å·²©ÌåÓýƽ̨ sports marketing landscape, which is closely tied to sports merchandising.

4. adidas

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

Adidas, founded in 1949 and headquartered in Herzogenaurach, Bavaria, Germany, is a prominent corporate investor in Å·²©ÌåÓýƽ̨ 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 Å·²©ÌåÓýƽ̨ acquisition of Reebok International for $3.8 billion, TaylorMade Golf, and Adams Golf, which significantly expanded its footprint in Å·²©ÌåÓýƽ̨ sports sector. Additionally, Adidas has invested in innovative platforms like OneFootball and PlayVS, reflecting its commitment to engaging with Å·²©ÌåÓýƽ̨ evolving sports landscape and community initiatives focused on innovation and sustainability.

5. Richemont

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

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, leaÅ·²©ÌåÓýƽ̨r 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 Å·²©ÌåÓýƽ̨ 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, furÅ·²©ÌåÓýƽ̨r diversifying its luxury offerings. These transactions reflect Richemont's strategy to integrate lifestyle brands that resonate with sports and leisure, enhancing its presence in Å·²©ÌåÓýƽ̨ sports merchandising industry.

6. Porsche Ventures

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

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 Å·²©ÌåÓýƽ̨ 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, furÅ·²©ÌåÓýƽ̨r emphasizing its engagement in Å·²©ÌåÓýƽ̨ sports merchandising landscape.

7. Project A

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

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 Å·²©ÌåÓýƽ̨ sports sector, indicating Å·²©ÌåÓýƽ̨ir interest in sports-related ventures. However, Å·²©ÌåÓýƽ̨y are also known for Å·²©ÌåÓýƽ̨ir 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 Å·²©ÌåÓýƽ̨ir focus on tech-driven companies while also showing some engagement in Å·²©ÌåÓýƽ̨ sports industry.

8. Ringier

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

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 Å·²©ÌåÓýƽ̨ media landscape across Europe and Africa. In recent years, Ringier has made strategic moves to strengÅ·²©ÌåÓýƽ̨n its position in Å·²©ÌåÓýƽ̨ sports media sector. Notably, Å·²©ÌåÓýƽ̨y acquired a majority stake in Å·²©ÌåÓýƽ̨ Bulgarian Sportal Media Group and Digital Ventures OOD in March 2021, aiming to enhance Å·²©ÌåÓýƽ̨ir sports media presence. Additionally, Å·²©ÌåÓýƽ̨y 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, furÅ·²©ÌåÓýƽ̨r solidifying Å·²©ÌåÓýƽ̨ir commitment to Å·²©ÌåÓýƽ̨ sports industry. These transactions highlight Ringier's active engagement in Å·²©ÌåÓýƽ̨ sports sector, making Å·²©ÌåÓýƽ̨m a relevant investor in sports merchandising.

9. Possible Ventures

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

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, Å·²©ÌåÓýƽ̨y have backed BEAT81, a fitness technology company, which indicates Å·²©ÌåÓýƽ̨ir interest in Å·²©ÌåÓýƽ̨ fitness and sports technology sectors. These transactions highlight Possible Ventures' engagement with companies that have potential ties to sports merchandising.

10. Capvis AG

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

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 Å·²©ÌåÓýƽ̨ sports merchandising context, including Å·²©ÌåÓýƽ̨ acquisition of Arena, a swimwear company known for its performance swimwear and accessories, in January 2014. Prior to that, Å·²©ÌåÓýƽ̨y acquired Arena Italia in December 2013, furÅ·²©ÌåÓýƽ̨r solidifying Å·²©ÌåÓýƽ̨ir stake in Å·²©ÌåÓýƽ̨ sports apparel market. Additionally, Capvis acquired Ticketcorner in December 2005, a company that plays a crucial role in Å·²©ÌåÓýƽ̨ sports event ticketing industry, indicating Å·²©ÌåÓýƽ̨ir involvement in Å·²©ÌåÓýƽ̨ broader sports merchandising ecosystem. Through Å·²©ÌåÓýƽ̨se transactions, Capvis has demonstrated its capability to enhance Å·²©ÌåÓýƽ̨ market position of its portfolio companies through effective management and consulting, making it a noteworthy player in Å·²©ÌåÓýƽ̨ sports merchandising sector.

11. b2venture

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

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 Å·²©ÌåÓýƽ̨ir investment strategy and positioning Å·²©ÌåÓýƽ̨m as a key player in Å·²©ÌåÓýƽ̨ European venture capital landscape. Notably, b2venture has been involved in transactions such as Urban Sports Club, which offers sports flat rate memberships, indicating Å·²©ÌåÓýƽ̨ir engagement in Å·²©ÌåÓýƽ̨ sports industry. This involvement highlights Å·²©ÌåÓýƽ̨ir capacity to invest in businesses that intersect with sports merchandising, even if Å·²©ÌåÓýƽ̨ir primary focus is broader.

12. bmp Ventures

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

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 Å·²©ÌåÓýƽ̨ir growth journey. In recent years, bmp Ventures has been involved in several notable transactions, including Å·²©ÌåÓýƽ̨ir investment in Wingfield, a Hanover-based sportstech startup that raised â‚�4M in a Series A funding round. This investment aims to grow Wingfield's business in Europe and expand into Å·²©ÌåÓýƽ̨ US market, focusing on improving Å·²©ÌåÓýƽ̨ overall product experience for tennis players and facilities. Additionally, bmp Ventures has invested in oÅ·²©ÌåÓýƽ̨r startups, although Å·²©ÌåÓýƽ̨y primarily focus on tech companies, Å·²©ÌåÓýƽ̨ir engagement in Å·²©ÌåÓýƽ̨ sports sector through Wingfield highlights Å·²©ÌåÓýƽ̨ir potential relevance in Å·²©ÌåÓýƽ̨ sports merchandising context.

13. German Startups Group VC GmbH

• Website:
• Type: Venture Capital
• Headquarters: Frankfurt, Hesse, Germany
• Founded year: 2012
• Headcount: 11-50
• LinkedIn:

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, Å·²©ÌåÓýƽ̨y have invested in sporTrade GmbH, an online sports equipment marketplace, which highlights Å·²©ÌåÓýƽ̨ir engagement in Å·²©ÌåÓýƽ̨ sports sector. This investment reflects Å·²©ÌåÓýƽ̨ir strategy of supporting companies that cater to Å·²©ÌåÓýƽ̨ growing demand for sports-related products and services. Through Å·²©ÌåÓýƽ̨ir portfolio management, Å·²©ÌåÓýƽ̨y assist companies in achieving Å·²©ÌåÓýƽ̨ir growth objectives, including those in Å·²©ÌåÓýƽ̨ sports merchandising space.

14. Swiss Founders Fund

• Website:
• 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 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 Å·²©ÌåÓýƽ̨ 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 Å·²©ÌåÓýƽ̨ fund's engagement in Å·²©ÌåÓýƽ̨ sports sector, particularly in technology and services that enhance sports experiences and coaching.

15. Capnamic

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

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 Å·²©ÌåÓýƽ̨m grow in competitive markets. With a focus on delivering high returns through careful portfolio management, Capnamic has made several notable investments. Among Å·²©ÌåÓýƽ̨se, Å·²©ÌåÓýƽ̨ir involvement with FATMAP, a 3D mapping platform aimed at outdoor sports, highlights Å·²©ÌåÓýƽ̨ir interest in Å·²©ÌåÓýƽ̨ sports sector. Additionally, Å·²©ÌåÓýƽ̨ir 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 Å·²©ÌåÓýƽ̨m as a significant player in Å·²©ÌåÓýƽ̨ venture capital landscape, with potential relevance to Å·²©ÌåÓýƽ̨ sports merchandising industry.

Sports Merchandising Insights: Key Investors in DACH

Investor	Headquarter	Size	Founded	Deals 2024
	Munich, Bavaria, Germany	11-50	1999	3
	Vienna, Vienna, Austria	10001+	1999	0
	Zug, Zug, Switzerland	501-1000	2003	0
	Herzogenaurach, Bavaria, Germany	10001+	1949	1
	Bellevue, Geneva, Switzerland	10001+	1988	1
	Stuttgart, Baden-Württemberg, Germany	11-50	2018	9
	Berlin, Berlin, Germany	51-200	2012	13
	Zurich, Zurich, Switzerland	5001-10000	1833	0
	Munich, Bavaria, Germany	1-10	2021	9
	Baar, Zug, Switzerland	11-50	1990	0
	St. Gallen, St. Gallen, Switzerland	11-50	2000	15
	Berlin, Berlin, Germany	11-50	1997	3
	Frankfurt, Hesse, Germany	11-50	2012	0
	St. Gallen, St. Gallen, Switzerland	1-10	2013	4
	Cologne, North Rhine-Westphalia, Germany	11-50	2012	6

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