Sports and Media

What Sports and Media does

Sports and Media GmbH is a Friedberg, Germany-based sports marketing and sponsorship agency founded in 2000, operating as a private German limited liability company (GmbH) under managing director Volker Ries. The firm provides end-to-end services across sports sponsorship consulting, event management and roadshows, brandbuilding, public and media relations, and celebrity booking, serving corporate clients ranging from German Mittelstand firms to international enterprises such as Deutsche Telekom / Magenta TV, FC Bayern München, Interwetten, Zumtobel Group, and Lenzing AG. In 2024 it extended its offering with Guestcom Ticketing, a web-based SaaS platform developed in partnership with guestcom that enables digital sponsor ticket management, including AI-assisted extraction of ticket details from uploaded PDFs, role-based access control, multi-event programming, and real-time compliance reporting.

Underlying technology centers on the Guestcom Ticketing platform, which is a cloud-based SaaS application hosted on certified servers in Germany, delivered via web browser with associated app functionality, SSL encryption, GDPR-compliant processing, and a stated 99.5% uptime SLA. Notable technical components include AI-powered ticket scanning (computer vision plus structured data extraction that turns uploaded ticket PDFs into interactive seat maps), role-based rights management, support for handling multiple events in parallel, and built-in integrations such as PayPal. The agency layer is augmented by a portfolio of service modules (Beratung / Consulting, Konzeption / Concept Development, Entwicklung / Development, Umsetzung / Implementation, plus broader Marketing & Brandbuilding, Sport-Sponsoring, Promotion & Roadshows, Public & Media Relations, and Celebrity-Booking lines).

Revenue is generated through two distinct mechanics. The agency side operates on professional-services pricing, primarily project-based or retainer engagements covering strategy, contract negotiation, creative concept, event execution, and media activation; the SaaS side charges implementation and setup fees, optional training, and recurring license, hosting, and maintenance fees for the Guestcom Ticketing product. Distribution is direct via three regional offices (Friedberg HQ, Munich, and Kitzbühel, Austria) using a sales-led, event-driven GTM motion that targets corporate sponsors, event organizers, and companies with B2B hospitality programs across the DACH region. Customer scale signals include over 8,000 tickets processed annually, 600+ Family Fun Days events per year, and reported client outcomes of a 60% reduction in administrative effort and a 30% increase in invitation response rates via the ticketing tool.

Name

Sports and Media

Legal name

SPORTS AND MEDIA GmbH

Website

https://sports-and-media.de

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

Sports and Media GmbH is a German sports marketing and sponsorship agency founded in 2000 that serves corporate clients and rights-holders across the DACH region with sponsorship consulting, event management, brandbuilding, and media relations, and complements these services with its Guestcom Ticketing SaaS platform for digital sponsor ticket management.

Ownership category

akta.pro rank

Product category

Sports Marketing Services

NAICS

Promoters of Performing Arts, Sports, and Similar Events without Facilities (71132), Promoters of Performing Arts, Sports, and Similar Events (7113), Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114), Media Buying Agencies (54183)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

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 & Talent Representation (Agents, Managers) (MPAKAKAA), Sports Events & Match Tickets (THAJAFAE)

Keywords

• Sports marketing services
• Sponsorship consulting
• Event management
• Brand activation services
• Media relations

Headquarters

HQ city

Friedberg

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Sponsoring & Sportmarketing Consulting: Strategic sponsorship consulting including sponsorship strategy development, contract negotiation, rights activation, and campaign development. Typically project-based or retainer engagements with B2B clients.
2. Event Management & Brand Activations: Planning and execution of events, promotions, roadshows, and brand activations. Revenue generated through project fees for concept, logistics, staffing, and on-site management services.
3. Media Relations & Brandbuilding: PR and media work, brand strategy development, and content marketing services. Charged as consulting engagements or bundled with other service packages.
4. guestcom Ticketing SaaS Platform: Digital ticketing tool offered in partnership with guestcom. Revenue includes implementation and setup costs, training, licensing fees, hosting, and maintenance charges. Pricing varies based on customer requirements and needs.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Sports and Media GmbH is a sports marketing and sponsorship agency that provides strategic sponsorship consulting, event conception and execution, brand activation, roadshows, and media relations services to corporate clients in the DACH region. The firm also offers guestcom Ticketing, a digital SaaS platform co-developed with partner guestcom for compliance-transparent sponsor ticket management including AI-powered ticket scanning, role-based access control, and real-time reporting.

Product overview

Sports and Media GmbH is a sports marketing and sponsorship agency with over 20 years of experience, offering a combination of professional services and its own digital product. The core digital product is guestcom Ticketing — a cloud-based SaaS web application for digital sponsor ticket management that includes AI-powered ticket scanning, roles and rights management, compliance documentation, and real-time reporting. This platform is complemented by a portfolio of service modules: Beratung (Consulting), Konzeption (Concept Development), Entwicklung (Development), and Umsetzung (Implementation) — covering the full lifecycle of sponsorship projects. Broader agency services include Marketing & Brandbuilding, Sport-Sponsoring & -Marketing, Promotion & Roadshows, Public & Media Relations, and Celebrity-Booking & Management. The company positions itself as a full-service partner delivering strategy, emotional activation, and measurable results.

Differentiator

Problem solved

Functional benefit

Products and services

• Guestcom Ticketing Web-based SaaS platform (cloud solution with app functionality) for digital sponsor ticket management. Enables companies to invite, assign, manage, and control sponsor tickets with AI-powered ticket scanning, roles and rights management, compliance documentation, and real-time reporting. Targeted at companies managing B2B sponsorship hospitality programs.
• Sport-Sponsoring & -Marketing Comprehensive sports sponsorship and marketing services including strategic sponsorship consulting, negotiation and rights clarification, rights activation and campaign development, hospitality management, sports marketing campaigns, athlete and testimonial marketing, success control and reporting, and crisis communication. For corporate clients seeking to leverage sports sponsorship.
• Marketing & Brandbuilding Full-service marketing and brand strategy including brand strategy and positioning, brand development and architecture, campaign development and execution, content marketing and storytelling, media planning, activation and experience marketing, monitoring and KPI optimization. For companies seeking to build brand awareness through sports and cultural sponsorship.
• Promotion & Roadshows End-to-end promotion and roadshow services including strategic concept development, location and tour planning, personnel planning and training, production and equipment, on-site activation, communication and PR, documentation and reporting. Includes the Family Fun Days roadshow accounting for 600+ events annually across Germany.
• Public & Media Relations Communications and PR services including strategic communications planning, media relations and press work, theme and storytelling development, reputation management, content and media production, influencer and multiplier management, events with media impact, and monitoring and reporting.
• Celebrity-Booking & Management Celebrity booking and management services including strategic consulting and selection, negotiation and contract management, planning and execution of appearances, integration into campaigns and events, communication and publicity, monitoring and success control, and relationship management.

Quantifiable outcome

• 60% reduction in administrative effort for ticket management
• +4 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability3 records

Feature4 records

Partnerships

One partnership is on record.

• guestcomcoreTechnology or IntegrationStrategic technology partnership for digital sponsor ticketing solution. Sports and Media GmbH developed the guestcom Ticketing platform jointly with guestcom, combining sports marketing expertise with technology capabilities. The platform is marketed as 'Sponsor Ticketing powered by guestcom' and offers digital invitation management, ticket allocation, compliance documentation, and real-time reporting for sports sponsorship hospitality programs.

Scale indicators7 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• Strive Sponsorship: Sponsorship-focused consultancy and software provider combining agency services with sponsorship analytics tooling — comparable hybrid of consulting and software.
• epiq (formerly KL Sports): European sports and entertainment marketing agency offering sponsorship consulting and brand activation — comparable emerging competitor in the sports sponsorship service stack.

Direct peers

• SPORTFIVE: Global sports marketing agency offering sponsorship consulting, activation, hospitality, and rights sales — directly comparable as a full-service sports sponsorship and marketing agency operating in similar service lines.
• Infront Sports & Media: Sports marketing and media rights company providing sponsorship consulting, event management, and brand activation services across European markets — overlapping service portfolio and target clients.

Broad incumbents

• Octagon: Large global sports marketing agency with sponsorship consulting, experiential marketing, and athlete representation services, competing for similar corporate sponsor budgets across broader geographies.
• Dentsu Sports: Global sports marketing division of Dentsu providing sponsorship strategy, activation, and media services — competes for similar corporate sponsorship engagements at larger scale.
• eventim (CTS Eventim): Largest European ticketing platform and live entertainment operator; adjacent as the upstream ticketing infrastructure from which sponsor tickets originate, and a potential competitive platform for sponsor hospitality tooling.

Regional players

• Konzept-C Sportmarketing: German sports marketing and event agency focused on sponsorship consulting, brand activation, and event execution in DACH — closely comparable in service mix and regional focus.
• TEAM Marketing: Sports marketing agency headquartered in Switzerland with deep DACH and European football sponsorship expertise, offering comparable sponsorship rights and consulting services.
• Zimtstick (Zimtstick Celebrity & Influencer Management): German celebrity and influencer management agency offering athlete booking and brand partnership services, comparable to the celebrity-booking and testimonial marketing portion of the service portfolio.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance2 records

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 Sports and Media