What SX Group does

SX Group, operating legally as SX Consulting Group GmbH, is a Munich-based event and marketing agency founded in 2011–2012 with roots in motorsport. The company provides full-service brand management, corporate communications, and event marketing to corporate clients ranging from mid-sized businesses to large enterprises. Its core service portfolio spans Events (live, virtual, and hybrid formats), Live-Marketing (roadshows, trade fairs, pop-up stores), Brand Activation, Incentives, and Cooperative-Marketing, delivered on an "everything from a single source" full-service model covering concept development, invitation handling, staffing, entertainment, catering, technical production, and post-event content.

A distinguishing feature is the ownership of proprietary event platforms that serve both as revenue generators and marketing showcases: the SX Lounge at the Nürburgring race track (a 170 m² double lounge accommodating up to 150 people, open 365 days a year and hosting approximately 30 events annually) and the German Leaders Cup golf tournament targeting upper-income audiences. The company also facilitates incentive travel in Swedish Lapland through a partnership with Triple X Adventures. Operationally, SX Group is a service business without disclosed proprietary technology, relying on third-party tools such as Google Analytics and Facebook Pixel for analytics and website management.

The business model is sales-led and consultative, with direct engagement of corporate clients via website inquiry, phone, or email, and custom project-based pricing (no standardized public tiers). Revenue is generated primarily through professional-services fees for event planning and execution, live marketing activations, and brand activation campaigns, supplemented by venue rental of the SX Lounge and sponsorship/partnership revenue from the German Leaders Cup. The firm is privately held and founder/owner-managed, with Tobias Stöhr as managing director; no external funding, subsidiaries, or parent company are evidenced. The company reports more than 300 successful projects completed since 2012 and serves the DACH region with reach into Scandinavia.

Name

SX Group

Legal name

SX Consulting Group GmbH

Website

https://sx-consulting.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

SX Group (SX Consulting Group GmbH) is a Munich-based full-service event and marketing agency serving corporate clients across DACH with events, live marketing, brand activation, incentives, and cooperative marketing, plus proprietary venues at the Nürburgring and a golf tournament platform.

Ownership category

akta.pro rank

Product category

Event Marketing Services

NAICS

Promoters of Performing Arts, Sports, and Similar Events (7113), Convention and Trade Show Organizers (56192)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Brand Experience (BX) & Service Design (BPAFAEAI)

akta.pro secondary industry

Venue-Owned/Operated Event Organizers (In-House Promoters) (MPAKADAI)

Keywords

• Event marketing services
• Corporate event management
• Brand activation campaigns
• Live marketing agency
• Incentive travel programs

Headquarters

HQ city

München

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel

Revenue model

1. Event Planning and Management Services: Full-service event organization including conferences, workshops, incentives, corporate celebrations, and race weekends. Revenue generated through project-based professional fees for planning, coordination, and execution of custom events.
2. Live Marketing Services: Brand activation campaigns, roadshows, trade fair events, and pop-up stores. Fees based on scope of activation, duration, and promotional materials required.
3. Platform Rental - SX Lounge Nürburgring: Rental of proprietary double lounge facility at Nürburgring race track. 170 m² space accommodating up to 150 people, open 365 days per year. Generates revenue through venue bookings for corporate events, incentives, and racing experiences.
4. German Leaders Cup Platform: Golf tournament platform with entertainment program targeting upper income segment. Revenue from brand partnerships, sponsorships, and networking event organization.
5. Cooperative Marketing Services: Brand partnership facilitation and co-marketing campaign management. Connects brands with similar target audiences for mutually beneficial marketing initiatives.
6. Brand Activation Services: Offline and online campaign development including contests, point-of-sale promotions, and premium models. Comprehensive planning from idea development through execution and data handling.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

SX Group is a full-service event and marketing agency that plans, organizes, and executes corporate events, live-marketing campaigns, brand activations, incentive programs, and cooperative-marketing partnerships. The agency operates as a single-source provider covering concept development, invitation handling, staffing, entertainment, catering, technical production, and post-event content creation. It supplements these services with two proprietary platforms: the SX Lounge at the Nürburgring motorsport venue and the German Leaders Cup golf tournament.

Product overview

SX Group is an event and marketing agency offering a portfolio of services including Events, Live-Marketing, Brand Activation, Incentives, and Cooperative-Marketing. The company operates from Munich and distinguishes itself through ownership of proprietary platforms: the SX Lounge at Nürburgring (a 170 m² double lounge accommodating up to 150 guests) and the German Leaders Cup (a golf tournament with entertainment). Services are delivered as a full-service agency model with everything from a single source, covering concept development, organization, and post-event follow-up.

Differentiator

Problem solved

Functional benefit

Brands

• SX Lounge am Nürburgring: Double lounge facility at the Nürburgring race track spanning 170 m², accommodating up to 150 people. Open 365 days a year for events including conferences, workshops, incentives, company celebrations, and race weekends.
• German Leaders Cup

Products and services

• Events Full-service event management for corporate clients covering live, virtual, and hybrid event formats. Services include idea development, invitation management, staffing, entertainment programming, catering, technical production, and post-event content creation.
• Live-Marketing

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered minor and core.

• Triple X AdventuresminorStrategic or Co-development PartnerPartnership with Triple X Adventures in Swedish Lappland for incentive travel experiences. SX Group facilitates access to husky tours, polar light experiences, and adventure activities in Swedish Lappland for corporate incentive programs.
• SX Lounge Nürburgring Infrastructure PartnerscoreStrategic or Co-development PartnerAccess to complete Nürburgring race track infrastructure for event execution. Enables exclusive behind-the-scenes motorsport experiences, race event access, and venue utilization for corporate events and incentives.

Scale indicators6 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Scholz & Friends: Germany-headquartered creative agency group with experience design and event work. Comparable to SX Group in targeting corporate clients with integrated campaign, activation, and live event programs.
• MCI Group: Global event management, meetings, and association management company. Comparable to SX Group in the planning and execution of corporate events, conferences, incentives, and association programs.
• Jung von Matt: One of Germany's leading independent creative agencies with significant brand experience and live marketing/event capabilities. Comparable to SX Group in delivering integrated event, activation, and brand-experience services to corporate clients across the DACH market.
• Territory: German content, communications, and experiences agency group with a strong events and live-marketing offering. Directly comparable in delivering event and brand-experience solutions for corporate and premium clients.
• fischerAppelt: German communications and live-marketing agency group with dedicated event and brand-activation practices. Directly comparable to SX Group in providing full-service corporate event management, live communication, and brand activation engagements.
• Livecom: German agency specialized in live marketing and event experiences. Comparable to SX Group in delivering corporate event programs, live activations, and brand-experience campaigns.
• Kolmar Reebok Studios (Kolle Rebbe): Hamburg-based creative and brand-experience agency known for integrated campaigns and activations. Comparable to SX Group as a German mid-sized competitor combining creative strategy with brand activation and live event execution.
• OCTAGON: Global sports and experiential marketing agency with deep motorsport and automotive sponsorship expertise. Closely comparable to SX's motorsport-rooted positioning and brand-experience offerings at race venues.

Broad incumbents

• Serviceplan Group: Largest independent German agency group with full-service creative, media, digital, and event capabilities. Overlaps with SX Group across brand experience and activation but operates at meaningfully greater scale and across more disciplines.
• Jack Morton: Global brand experience agency with extensive experiential marketing capabilities. Comparable to SX Group in delivering brand activations, events, and live experiences, but operating across many more markets and at significantly larger scale.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 SX Group