Sporteo

What Sporteo does

Sporteo Int. Sportmanagement AG is a Liechtenstein-headquartered (Schaan) full-service sports management agency founded in 1987 by former Austrian footballer Josef Lenhart. The company operates across the DACH and Central/Northern European markets via offices in Schaan, Altach and Vienna (Austria), Mannheim (Germany), and Diepoldsau (Switzerland), serving enterprise clients that include the ÖFB and Austrian national teams, the ADMIRAL Bundesliga, the UNIQA ÖFB Cup, leading football clubs, and consumer brands seeking sports-driven marketing activation.

The company's commercial offering rests on three integrated pillars. First, Sponsoring — strategic sponsorship consulting, rights procurement, and campaign execution that transfers sports' emotional equity to brands. Second, Sports Technology — LED band (LED-Banden) advertising systems with virtual overlay for TV broadcasts, plus scoring solutions, video walls, and timing screens, delivered across 2,000+ games. Third, Magic Moments, a proprietary event experience format, and Testimonial Marketing that connects brands with elite athletes and coaches (Ralf Rangnick, Marko Arnautović, Adi Hütter, Helge Payer). Revenue is generated through quote-based, multi-year enterprise sponsorship and LED technology contracts with named account executives per client.

In 2025, Sporteo was acquired by TGI Sport, a Melbourne-based global leader in virtual sports technology operating in 50 countries with 440+ employees and 150+ clients. The acquisition positions Sporteo as TGI's DACH and Central/Northern Europe platform, supporting geographic expansion (e.g., cross-border LED packages across Czech Republic, Hungary, Slovenia, Slovakia, and Poland via Trummer) and vertical diversification (EVs via Leapmotor, telecom via vivo, eyewear via gloryfy, protein supplements via mucki). Founder Josef Lenhart remains as President of the Board, alongside a three-person Geschäftsführung (Thomas Müller, Wolfgang Hartter, Katharina Lenhart) and Board member Hanno Egger.

Name

Sporteo

Legal name

sporteo Int. Sportmanagement AG

Website

https://sporteo.cc

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

11–50 employees

Short description

Sporteo is a Liechtenstein-based full-service sports management agency providing sports sponsorship, LED band advertising technology, testimonial marketing, and proprietary Magic Moments events for brands, football clubs, and associations across the DACH region.

Ownership category

akta.pro rank

Product category

Sports Marketing and Management Services

NAICS

Promoters of Performing Arts, Sports, and Similar Events (7113), Spectator Sports (71121), Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Sponsorship Sales, Valuation & Analytics Services (Rights Sales, Measurement, Consulting) (MPAKALAK)

akta.pro secondary industries

Sponsorship & Sports Media Rights Buying (MPAAABAO), Athlete Brand Management & Public Relations (Image, Media, Crisis) (MPAKAMAD), Licensing, Merchandising & Co-Branded Products (Sponsored Merchandise, Collabs) (MPAKALAE)

Keywords

• Sports marketing services
• LED band advertising
• Testimonial marketing
• Sports sponsorship agency
• Stadium advertising technology

Headquarters

HQ city

Schaan

HQ country

Liechtenstein

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Sponsoring Services: Full-service sports sponsorship including strategy development, rights procurement, and campaign execution. Sporteo creates sponsorship packages combining brand presence in stadiums, TV broadcasts, digital channels, and hospitality for brands across industries.
2. LED Band Technology Provision & Operation: Provision and operation of LED band systems for clubs and events. Includes setup, animation creation, in-game switching, transport, and on-site support. Revenue from technology service contracts and per-event fees.
3. Sports Marketing & Management Services: Integrated sports communication, testimonial marketing, and commercial rights management. Connects brands and athletes for marketing campaigns.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels6 records

Core offering

Sporteo is a full-service sports business agency that helps brands leverage the emotional power of sport through strategic sponsorship consulting, LED band advertising technology, and testimonial marketing. The company procures commercial rights from football clubs and associations, provides end-to-end LED advertising technology (setup, animation, operation, on-site support), and connects brands with athletes for marketing campaigns. Its proprietary Magic Moments event format creates exclusive B2B networking experiences across the DACH region.

Product overview

Sporteo is an international sports management company offering two core service areas: Sponsoring (sports sponsorship services leveraging emotional sports experiences for brand positioning) and Sports Technology (LED band advertising systems). The company also provides Magic Moments event experiences and Testimonial Marketing services connecting brands with athletes.

Differentiator

Problem solved

Functional benefit

Products and services

• Sponsoring Services Full-service sports sponsorship consulting and execution: strategy development, rights procurement, and campaign execution leveraging sport's emotional power for positive brand and awareness transfer. Served to enterprise brands across industries.
• LED Band Advertising Technology (Sports Technology / LED-Banden) Provision and operation of flexible LED band systems for sports stadiums, including setup, animation creation, in-game switching, transport, and on-site support. Successfully implemented in over 2,000 games, including all ÖFB home matches and the UNIQA ÖFB Cup. Includes virtual advertising overlays for TV broadcasts.
• Testimonial Marketing Connects brands with athletes and sports personalities (e.g., Marko Arnautović, Ralf Rangnick, Adi Hütter, Helge Payer) for authentic marketing partnerships, endorsements, and campaign design.
• Magic Moments Event Format Proprietary event experience format bringing together sports, emotion, and networking for brand activation. Implemented across Austria, Germany, and Switzerland, creating exclusive B2B encounters with decision-makers from sport, business, and politics.
• Scoring and Timing Solutions Scoring solutions for referees combined with timing screens (Cornerwalls/Timing-Screens) for game management at events, including dedicated scoring displays for sports venues.

Quantifiable outcome

• Over 2,000 games with LED band systems successfully implemented
• +4 more outcomes

Named customers26 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

28 partnerships are on record, tiered flagship, core and minor.

• TGI SportflagshipStrategic or Co-development PartnerTGI Sport, the global leader in virtual sports technology and commercial rights, acquired Sporteo Int. Sportmanagement AG. The acquisition strengthens TGI's position in Central and Northern Europe and supports growth strategy in the DACH region. TGI brings 440+ employees, operations in 50 countries, and serves 150+ clients including leading global sports organizations. Founded in 1997 with HQ in Melbourne.
• ÖFB (Austrian Football Association)coreStrategic or Co-development PartnerSporteo serves as marketing partner for all ÖFB national teams (men, women, U21), managing sponsorship, LED band advertising, and broadcast integration for Austrian national team matches. Partnership includes media rights management and commercial activation.
• ADMIRAL BundesligacoreStrategic or Co-development PartnerSporteo provides LED band systems and advertising services for all Bundesliga matches. Manages the naming-right partnership for ADMIRAL Frauen Bundesliga. Covers all home games of most Bundesliga clubs with LED technology.
• UNIQA ÖFB CupcoreStrategic or Co-development PartnerSporteo markets the UNIQA ÖFB Cup, one of Austria's most traditional football competitions. Manages commercial rights, LED advertising, and sponsorship packages for the cup. UNIQA ÖFB Cup 2025/26 features 64 teams.
• FK Austria WiencoreStrategic or Co-development PartnerLong-standing partnership for LED band advertising and sports marketing services for one of Austria's most storied football clubs.
• SK Rapid WiencoreStrategic or Co-development PartnerPartnership for LED band technology and sports marketing activation at SK Rapid Wien, one of Austria's largest football clubs.
• SK Sturm GrazcoreStrategic or Co-development PartnerPartnership for sponsorship activation, LED band advertising, and press conference hosting at SK Sturm Graz.
• Cashpoint SCR AltachcoreStrategic or Co-development PartnerSix-year partnership extension (through 2031) announced at The Sports Mindset event. Sporteo remains official LED band supplier and marketing partner of SCRA, with modern LED surfaces for club development.
• First Vienna FC 1894coreStrategic or Co-development PartnerPartnership extension for LED band technology at the Hohe Warte stadium. Sporteo ensures reliable and flexible advertising content delivery for the club and its sponsors.
• FC VaduzminorStrategic or Co-development PartnerSports marketing partnership with the Liechtenstein football club FC Vaduz.
• FC ThunminorStrategic or Co-development PartnerLED band technology partnership in Swiss Challenge League. Hosted Magic Moments event at Stockhorn Arena.
• FC LuganominorStrategic or Co-development PartnerSports marketing partnership in Swiss Super League.
• vivo (Smartphone Manufacturer)coreGTM or Marketing PartnerOfficial smartphone partner of the Austrian Football Bundesliga. Sporteo facilitated partnership between vivo and the Bundesliga, including LED band packages at ~100 live matches, hospitality, and social media activation. vivo X80 Pro named official smartphone of the Bundesliga.
• win2daycoreGTM or Marketing Partnerwin2day (sports betting provider) is a major sponsor using LED band advertising for gender equality campaigns (Equal Play Day) and sports betting content. Sporteo provides creative campaign design, execution, and broadcast coordination.
• Leapmotor AustriaminorGTM or Marketing PartnerLeapmotor, innovative Austrian EV manufacturer, became official partner of the UNIQA ÖFB Cup 2025/26. This is Leapmotor's first sports engagement in Europe. Focus on sustainability and innovation aligned with cup values.
• 1. FSV Mainz 05coreStrategic or Co-development PartneriDM Wärmepumpen (partner) has jersey sponsorship with Mainz 05, Germany's first climate-neutral football club. Sporteo facilitated the partnership. iDM logo on jerseys generates national and international TV visibility.
• Adi Hütter (Football Coach)coreGTM or Marketing PartnerAustrian football coach (former RB Salzburg, YB Bern, Borussia Mönchengladbach) serves as testimonial for iDM Wärmepumpen. Sporteo arranged the partnership; Adi Hütter wears iDM logo badge at all games including after transfer to Gladbach.
• Marko Arnautović & Helge Payer (Testimonials)coreGTM or Marketing PartnerÖFB record international Marko Arnautović and TV expert Helge Payer star in humorous iDM Wärmepumpen campaigns for the iNTELLiGENTE heat pump. Sporteo arranged the partnership between iDM and the two Austrian football personalities.
• Ralf Rangnick (ÖFB National Team Coach)coreGTM or Marketing PartnerAustrian national team coach Ralf Rangnick partnered with Tiroler eyewear company gloryfy for an exclusive Ralf Rangnick eyewear collection. Sporteo arranged the partnership. Rangnick is known for innovation, leadership, and long-term thinking.
• Marko Arnautović (Testimonial)coreGTM or Marketing PartnerMarko Arnautović partnered with Austrian functional food brand mucki for protein ice tea (30g protein/bottle). Sporteo and NEXT SPORTS MARKETING arranged the partnership. Arnautović appears on packaging and in the campaign.
• Ralf Rangnick (Testimonial)coreGTM or Marketing PartnerRalf Rangnick featured in viral IMMOunited2GO app campaign with Marko Arnautović ahead of UEFA EURO 2024. Sporteo arranged collaboration between IMMOUnited and the two football personalities.
• win2day (Testimonial for equality campaigns)minorGTM or Marketing Partnerwin2day uses LED band advertising to promote gender equality in sport, including the Equal Play Day campaign. Sporteo coordinates creative concepts, short-term flexible LED bookings, and TV broadcast integration.
• ADMIRAL (Women's Bundesliga naming right)coreGTM or Marketing PartnerADMIRAL sponsors the ADMIRAL Frauen Bundesliga. Sporteo manages this naming-right partnership and markets women's football rights.
• durchblicker (VAR partnership)minorGTM or Marketing PartnerAustrian comparison portal throughblicker partners with ADMIRAL Bundesliga for contextually triggered LED advertising — the durchblicker logo appears only during VAR decisions. Sporteo manages creative and technical implementation.
• FLYERALARMminorGTM or Marketing PartnerGerman online printing company sponsors Austrian national team, UNIQA ÖFB Cup, and SK Sturm Graz through LED band packages, hospitality, and product catalog distribution to 2,300 ÖFB clubs.
• Trummer (Personnel Services)minorGTM or Marketing PartnerStaffing company Trummer uses LED band advertising across Czech, Hungarian, Slovenian, Slovak, and Polish football clubs (Sparta Prague, NK Olimpija Ljubljana, Hungarian and Slovak football federations). Sporteo managed full rights procurement, animation creation, and monitoring.
• engelbert straussminorGTM or Marketing PartnerGerman workwear premium brand uses LED band advertising at Austrian national team matches, UNIQA ÖFB Cup, and Europa League qualifying matches. Over 1 billion Euro revenue company seeking premium brand positioning in DACH sports context.
• e|motion groupminorStrategic or Co-development PartnerEvent organizer for Ischgl Trophy 2025 (international tennis event in Tirol). Sporteo provided sports technology (LED systems, video walls, scoring solutions) and marketing support for the event featuring Tommy Haas, Dominic Thiem, Jo-Wilfried Tsonga.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• TGI Sport: Melbourne-based global leader in virtual sports technology and commercial rights. Parent company of Sporteo since 2025 and direct operator of LED/virtual advertising products across 50 countries, providing the international scale against which Sporteo's DACH business is benchmarked.
• Havas Sports & Entertainment: Sports and entertainment marketing network within Havas, providing sponsorship consulting, content, and brand activation. Comparable to Sporteo in advising brands on sport-led marketing strategies.
• IMG (Endeavor): Global sports and entertainment agency managing events, media rights, sponsorships, and athlete representation. Competes for premium sports sponsorship accounts and football rights deals across Europe.
• Dentsu Sports: Sports division of global advertising holding company Dentsu, offering sponsorship strategy, media buying, and brand activation. Competes for the same brand sports budgets that Sporteo helps deploy in Austria and the DACH region.
• Lagardère Sports (Sportfive legacy / new entity): Major international sports marketing group with deep football rights expertise. Competes for sponsorship rights, athlete representation, and brand activation mandates in markets overlapping with Sporteo's DACH focus.

Emerging players

• Sportradar: Sports technology and data company with growing exposure to LED advertising, virtual ads, and broadcast integration products. Competes in adjacent technology layers to Sporteo's virtual LED overlay capability.
• Two Circles: Data-driven sports marketing agency focused on sponsorship valuation, fan data, and rights-holder commercialization. Comparable to Sporteo in serving rights holders and brands, with a more analytics-led proposition.

Direct peers

• Infront Sports & Media: One of the largest sports marketing companies globally, handling media and sponsorship rights for major football leagues and events. Direct competitor for the same pool of football clubs, federations, and brand sponsors that Sporteo serves in the DACH region.
• Sportfive: Global sports marketing agency that sells sponsorship rights, manages LED perimeter advertising, and operates stadium advertising for football clubs and federations across Europe. Direct competitor for Bundesliga, DFB, and UEFA commercial rights accounts that Sporteo also pursues.
• Octagon: Global sports marketing agency (IPG subsidiary) representing athletes, brands, and rights holders. Comparable to Sporteo in sponsorship sales, talent management, and brand activation work for football and other sports properties.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/sporteoSportmanagement
• LinkedInli.linkedin.com/company/sporteo-int-sportmanagement-ag
• Instagraminstagram.com/sporteo_international

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sporteo