Fan12
Fan12 is a German B2B e-commerce platform that builds free, white-label online fan shops for amateur sports clubs. It serves 5,500+ partner clubs in Germany, handling design, textile customization, and full order fulfillment in exchange for a 10% commission on net sales.
- Company typePrivate
- Founded2018
- HeadquartersOldenburg, Germany
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What Fan12 does
Fan12 is a German B2B e-commerce platform, headquartered in Oldenburg and founded in 2018 by Thomas Hayen and Bjarne Wiesehan, that operates free online shops for amateur sports clubs. The company serves more than 5,500 club partners in Germany, providing each club with a white-label web shop carrying club-branded merchandise alongside configurable team sports products from major brands such as adidas, Nike, Puma, Hummel, Jako, Kempa, erima, uhlsport, Derbystar, Craft, SELECT, and Joma. Shops are individually designed with club identities, supported by an in-house textile customization operation using transfer printing that delivers no-minimum-order quantities with average five-working-day lead times.
The platform is built on a WooCommerce-based multi-shop system with a Svelte/TypeScript frontend and PHP backend, hosted on cloud infrastructure and rendered responsively across desktop, tablet, and mobile. Fan12 handles all e-commerce operations on behalf of the club — design creation, hosting, order processing, payment, production, logistics, shipping, and customer service. The revenue model is a 10% commission on net merchandise sales generated through each club shop; clubs themselves receive a parallel 10% of net sales as store credit for training materials, effectively sharing roughly half the platform's gross margin with the customer base. The company has scaled to approximately 70 employees, has shipped more than one million products in club designs cumulatively, and is self-declared the largest provider of amateur sports fan shops in Europe; funding to date consists of EXIST program grant support from the German Federal Ministry for Economic Affairs and Energy and the European Social Fund, with no disclosed institutional venture capital.
Fan12 firmographics
Firmographics- Name
- Fan12
- Legal name
- Fan12 GmbH & Co. KG
- Website
- https://fan12.de
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Fan12 is a German B2B e-commerce platform that builds free, white-label online fan shops for amateur sports clubs. It serves 5,500+ partner clubs in Germany, handling design, textile customization, and full order fulfillment in exchange for a 10% commission on net sales.
- Ownership category
- akta.pro rank
Fan12 industry classification
Industry- Product category
- Custom Sports Merchandise Manufacturing
- NAICS
- Sporting Goods Retailers (45911), Sporting Goods, Hobby, and Musical Instrument Retailers (4591), Sporting and Recreational Goods and Supplies Merchant Wholesalers (423910)
- SIC
- Sporting & Athletic Goods, Nec (3949), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Customized & Personalized Fan Gear Retail (CRAMAOAJ)
- akta.pro secondary industries
- Fan Apparel & Wearables Retail (Licensed) (CRAMAOAE), Sports Collectibles, Fan Gear & Licensed Merchandise Retail (CRAMABAO), Team & League Branded Merchandise Retail (Non-Apparel) (CRAMAOAF)
Keywords
Where Fan12 is headquartered
LocationHeadquarters
- HQ city
- Oldenburg
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
Fan12 business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Operations, Supply Chain, Technology or R&D, Marketing or Sales
Revenue model
- Commission on Merchandise Sales: Fan12 generates revenue through a 10% commission on net sales (Nettoumsatz) generated through the partner club shops. Clubs receive 10% of net sales as store credit for training materials and club products, which represents approximately 50% of the profit margin.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Free Club Shop - No cost to sports clubs |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
Fan12 product offering
Product offeringCore offering
Fan12 provides free, white-label online shops for amateur sports clubs in Germany. Each shop features club-branded merchandise (T-shirts, hoodies, jackets, accessories) and configurable team sports products from major brands such as adidas, Nike, Puma, Jako, Hummel, Kempa, Derbystar, erima, uhlsport, Craft, Select, and Joma. Fan12 handles end-to-end shop creation, custom design, in-house textile printing, order processing, logistics, and customer service, with no setup fees and no minimum order quantities.
Product overview
Fan12 operates as a B2B e-commerce platform that provides sports clubs with free white-label online shops. The platform combines two core offerings: (1) a professionally designed merchandise collection featuring club-branded apparel and accessories, and (2) teamsport products from major brands (Kempa, adidas, Nike, Jako, Puma, Hummel, Derbystar, erima, uhlsport, Craft, SELECT, Joma) that club members can configure and order. The comprehensive service includes shop hosting, custom design creation, production, fulfillment, and ongoing maintenance - all at no cost to the club. Clubs receive a 10% share of net sales revenue as credit for training materials and products. The platform uses WooCommerce-based technology with responsive design for all devices.
Differentiator
Problem solved
Functional benefit
Products and services
- Fan12 Vereinsshop (Club Online Shop) Free, white-label online shop service for amateur sports clubs, including hosting, club-specific branding, product configuration, payment processing, production, fulfillment, and ongoing maintenance at no cost to the club.
- Merchandise Kollektion (Merchandise Collection) Individually designed merchandise products including T-shirts, hoodies, jackets, baby onesies, bags, stadium flags, fans scarves, phone cases, and mugs produced in each club's design.
- Teamsport-Produkte (Teamsport Products) Configurable team sports products from Kempa, adidas, Nike, Jako, Puma, Hummel, Derbystar, erima, uhlsport, Craft, SELECT, and Joma available to club members through each club's online shop.
- Gutscheine (Gift Vouchers) Gift vouchers available in various denominations, deliverable via email or postal mail, popular for birthdays, births, and Christmas gifting.
Quantifiable outcome
- 10% revenue share for clubs on net sales
- +2 more outcomes
Companies that use Fan12
Customer profileNamed customers7 records
Segments1 record
Ideal customer profiles1 record
Fan12 technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration12 records
Feature3 records
Fan12 partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered minor.
- KempaminorSports equipment brand whose products are available for configuration in Fan12 club shops, offering team sports products alongside merchandise.
- adidasminorMajor sports equipment brand whose products are available for configuration in Fan12 club shops.
- NikeminorMajor sports equipment brand whose products are available for configuration in Fan12 club shops.
- JakominorGerman sports equipment manufacturer whose products are available in Fan12 club shops.
- PumaminorInternational sports equipment brand whose products are available for configuration in Fan12 club shops.
- HummelminorSports equipment brand whose products are available in Fan12 club shops.
- DerbystarminorSports equipment brand whose products are available in Fan12 club shops.
- erimaminorGerman sports equipment manufacturer whose products are available in Fan12 club shops.
- uhlsportminorSports equipment brand whose products are available in Fan12 club shops.
- Craft SportsminorSports equipment brand whose products are available in Fan12 club shops.
- Select SportminorSports equipment brand whose products are available in Fan12 club shops.
- JomaminorInternational sports equipment brand whose products are available in Fan12 club shops.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
Fan12 competitors and assessment
Company assessmentDirect peers
- 11teamsports: German-headquartered online retailer specializing in team sports apparel, equipment, and club-branded merchandise for amateur and semi-professional clubs across Europe - the most directly comparable competitor to Fan12.
- Spreadshirt: European print-on-demand and custom merchandise platform enabling individuals and organizations to design and sell apparel/accessories - overlaps with Fan12's custom club merchandise offering at a broader, non-sports-specific level.
- Shirtinator: German custom apparel and merchandise platform that lets organizations create and sell branded clothing and accessories - a direct competitor in the DACH custom merchandise space.
Broad incumbents
- Fanatics: Global licensed sports merchandise giant operating team stores, league shops, and direct-to-fan platforms for professional sports - a broad incumbent whose amateur-club push could overlap with Fan12 over time.
- Kitbag: UK-based sports merchandise retailer selling officially licensed club kits and fan gear - competes with Fan12 on the merchandise side for European club supporters.
- SportScheck: Major German multi-category sporting goods retailer carrying apparel, footwear, and team sports gear - a broad incumbent in the same end-market but with a different business model (general retail vs. club platform).
- Decathlon: Global sporting goods retailer with deep team sports assortment and growing customization capabilities - a broad incumbent whose scale and vertical integration dwarf Fan12's niche platform.
Regional players
- Pro:Direct Sport: UK-headquartered premium sports retailer carrying football, running, and training gear from leading brands - a regional peer offering overlapping team sports assortment via a different geography.
Emerging players
- Printful: Print-on-demand and warehousing platform serving creators and small businesses with custom apparel and accessories - comparable technology stack and customization model though not sports-specialized.
- Printify: Print-on-demand marketplace connecting merchants with production partners - emerging competitor offering comparable customization infrastructure that could be white-labeled by amateur clubs.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Fan12 social profiles
Digital presenceFan12 financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fan12 leadership team
Management profileNumber of profiles
Profiles3 records
Fan12 funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fan12 M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Fan12
What does Fan12 do?
Fan12 provides free, white-label online shops for amateur sports clubs in Germany. Each shop features club-branded merchandise (T-shirts, hoodies, jackets, accessories) and configurable team sports products from major brands such as adidas, Nike, Puma, Jako, Hummel, Kempa, Derbystar, erima, uhlsport, Craft, Select, and Joma. Fan12 handles end-to-end shop creation, custom design, in-house textile printing, order processing, logistics, and customer service, with no setup fees and no minimum order quantities.
Is Fan12 a public or private company?
Fan12 is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Fan12 founded?
Fan12 was founded in 2018. It employs 11 to 50 people.
Where is Fan12 based?
Fan12 is headquartered in Oldenburg, Germany, in the Europe region.
How does Fan12 make money?
One revenue line is on record: commission on Merchandise Sales.
Who are Fan12's main competitors?
Direct peers on record are 11teamsports, Spreadshirt and Shirtinator. Broad incumbents are Fanatics, Kitbag, SportScheck and Decathlon. Pro:Direct Sport is listed as a regional player. Emerging players are Printful and Printify.
Does Fan12 have an API?
No public API is recorded for Fan12.
What industry is Fan12 in?
Fan12's product category is Custom Sports Merchandise Manufacturing. Its primary akta.pro industry code is CRAMAOAJ, Customized & Personalized Fan Gear Retail, with a secondary code of CRAMAOAE, Fan Apparel & Wearables Retail (Licensed). Its NAICS code is 45911 and its SIC code is 3949.