Red Bull Munchen

What Red Bull Munchen does

EHC Red Bull München is a privately held professional ice hockey club based in Munich, Germany, competing in the PENNY DEL (Deutsche Eishockey Liga), Germany's top-tier professional ice hockey competition comprising 14 teams, and in the international Champions Hockey League. The club plays its home matches at the SAP Garden, a modern multi-purpose arena whose naming rights and technology integration are held by SAP. EHC Red Bull München is a wholly owned subsidiary of Red Bull (via Red Bull Stadion München GmbH), acquired and rebranded from the former EHC München in 2013, and operates a sister-club affiliation with EC Red Bull Salzburg in Austria.

The club's product portfolio centres on live ice hockey entertainment, supported by subscription season tickets (Dauerkarte Flex and All Inclusive variants), single-game tickets with category-based pricing, premium hospitality packages through the Bulls Business Sphere B2B network, and the Check Back loyalty programme. Distribution is operated through the club's online ticket shop, a physical Bullstore retail outlet at SAP Garden, a dedicated iOS/Android mobile application, an official ticket exchange (15% service fee), and the Rookie Bulls München e.V. youth supporter association. Content and fan engagement are delivered through Red Bulls TV, social media channels, and email communications.

Revenue is diversified across five streams: ticket sales (recurring subscriptions and unit-priced single games), merchandise sales (Bullstore and Red Bull Shop online), arena catering (11 kiosks at SAP Garden), corporate partnerships and hospitality, and membership programmes (Rookie Bulls e.V.). Sponsorship is anchored by a diversified portfolio including SAP, Hacker-Pschorr, Rauch, Subaru, Warrior Sports, MVV, and Deutsche Bahn. Financials are not publicly disclosed.

Name

Red Bull Munchen

Legal name

EHC Red Bull München

Website

https://redbullmuenchen.de

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

EHC Red Bull München is a privately held professional ice hockey club owned by Red Bull, competing in Germany's top-tier PENNY DEL and the international Champions Hockey League from its SAP Garden arena in Munich.

Ownership category

akta.pro rank

Product category

Professional Ice Hockey / Sports Entertainment

NAICS

Sports Teams and Clubs (711211)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Tennis & Racquet Sports Clubs (Tennis, Padel, Pickleball, Squash) (MPAKABAF)

Keywords

• Professional ice hockey
• Sports entertainment
• Season tickets
• Fan merchandise
• Corporate hospitality

Headquarters

HQ city

München

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. Ticket Sales: Revenue generated from individual game tickets and season ticket packages (Flex and All Inclusive options) for PENNY DEL home games, playoff matches, and special events like Red Bulls Salute.
2. Merchandise and Fan Shop: Sales of official Red Bull München merchandise through the Bullstore at SAP Garden and the online Red Bull Shop.
3. Arena Catering: Food and beverage sales through 11 kiosks offering diverse cuisine including bratwurst, döner, burgers, Bavarian specialties, and vegetarian/vegan options within SAP Garden.
4. Corporate Partnerships and Hospitality: B2B revenue through the Bulls Business Sphere network offering VIP hospitality, corporate events, and business networking opportunities. Includes sponsorship packages with various partners.
5. Membership Programs: Rookie Bulls München e.V. membership program offering supporter memberships with benefits and discounts.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

EHC Red Bull München operates as a professional ice hockey club in the PENNY DEL league, delivering live home games at the SAP Garden arena in Munich. The club sells season tickets (Dauerkarte Flex and All Inclusive), single-game tickets, official merchandise, and premium hospitality/VIP packages, and runs the Rookie Bulls München e.V. youth and supporter membership program. Corporate clients are served through the Bulls Business Sphere B2B network offering VIP hospitality, catering, and networking events.

Product overview

EHC Red Bull München is a professional ice hockey organization competing in the PENNY DEL league. The company's product portfolio centers on live ice hockey entertainment experiences, centered around the SAP Garden arena. Core offerings include PENNY DEL regular season and playoff games, supported by season ticket products (Dauerkarte Flex and All Inclusive), single-game tickets, and hospitality/VIP packages. Digital products include the Red Bulls TV video platform for game highlights and interviews, the Red Bull München mobile app for ticketing and fan engagement, and the Check Back loyalty program. The organization also operates the Rookie Bulls München fan club, manages the SAP Garden venue, and hosts the annual Red Bulls Salute tournament event.

Differentiator

Problem solved

Functional benefit

Products and services

• Dauerkarte (Season Tickets) Annual season ticket subscription for EHC Red Bull München home games at SAP Garden, available in Flex and All Inclusive variants, providing guaranteed seating, savings up to 235 euros versus individual tickets, free MVV public transport (Zone M-6), and priority playoff ticket purchase.
• Single Game Tickets Individual game tickets for PENNY DEL regular season and playoff home matches with tiered pricing categories, including student, family, and group discounts, sold via the online ticket shop and via official ticket exchange.
• Hospitality/VIP Packages Premium VIP seating, catering, and exclusive business networking packages sold through the Bulls Business Sphere B2B network for corporate clients seeking hospitality and client entertainment at SAP Garden.
• Fanshop / Bullstore Merchandise Official Red Bull München team merchandise, apparel, and accessories sold through the SAP Garden Bullstore physical retail store and the online Red Bull Shop.
• Red Bull München Mobile App Official iOS and Android application providing game schedules, ticket management, live blog updates, and Check Back loyalty program access for Red Bull München fans.
• Red Bulls TV Official video platform hosting game highlights, press conferences, player interviews, and exclusive behind-the-scenes content for EHC Red Bull München.
• Check Back Loyalty Program Loyalty program allowing fans to collect points through purchases at SAP Garden venues and redeem for exclusive experiences, coupons, and Red Bull merchandise.
• Rookie Bulls München e.V. Membership Official supporter association offering membership benefits, family memberships, and exclusive fan experiences for young supporters and youth ice hockey development participants.
• Red Bulls Salute Tournament Annual pre-season ice hockey tournament featuring Red Bull München, Red Bull Salzburg, and Steinbach Black Wings Linz, typically held in August as a special event at SAP Garden and partner venues.
• SAP Garden Arena Venue Multi-purpose arena in Munich serving as the home venue for EHC Red Bull München, featuring 11 food and beverage kiosks, accessible seating, and various hospitality areas including the Bullstore fan shop.

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core, major and minor.

• SAPcoreStrategic or Co-development PartnerNaming rights partner for SAP Garden arena. SAP provides technology integration for arena operations, ticketing systems, and digital fan engagement platforms.
• PENNY DELcoreStrategic or Co-development PartnerThe club competes in the PENNY DEL (German Ice Hockey League), Germany's top professional ice hockey league.
• Red Bull SalzburgcoreStrategic or Co-development PartnerSister club within the Red Bull sports portfolio. Teams compete in pre-season Red Bulls Salute tournament and collaborate on youth development.
• Hacker-PschorrmajorGTM or Marketing PartnerBrewery sponsor with logo displayed on official website. Premium beer partner for SAP Garden concessions.
• RauchmajorGTM or Marketing PartnerBeverage sponsor providing iced tea and specialty drinks for SAP Garden concessions.
• SubarumajorGTM or Marketing PartnerAutomotive sponsor with branding on website and arena. Official vehicle partner.
• Warrior SportsmajorGTM or Marketing PartnerEquipment sponsor providing hockey sticks, protective gear, and equipment for players.
• Steinbach Black Wings LinzminorStrategic or Co-development PartnerAustrian ice hockey club that participates in the annual Red Bulls Salute pre-season tournament alongside Red Bull München and Red Bull Salzburg.
• MVV (Munich Transport Association)minorGTM or Marketing PartnerPublic transport partnership allowing season ticket holders free travel on MVV network (Zone M-6) on match days.
• Deutsche BahnminorGTM or Marketing PartnerRail partner with branding on website. Transportation sponsor for team and fan travel.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Kölner Haie: Traditional Cologne-based PENNY DEL club with a large fan base and established corporate sponsorship portfolio; competes in the same league as Red Bull München with similar matchday and B2B hospitality revenue streams.
• Grizzlys Wolfsburg: Lower-Saxony-based PENNY DEL club and frequent title contender; directly comparable in operations, sponsoring, and arena economics to Red Bull München within the same German top-tier league.
• EC Red Bull Salzburg: Austrian ice hockey club that is the direct sister club within Red Bull's sports portfolio; competes in the ICE Hockey League, participates in the Red Bulls Salute pre-season tournament, and shares Red Bull talent development and branding platforms.
• Eisbären Berlin: Berlin-based PENNY DEL club, multiple-time German champion; competes directly with Red Bull München in the same league and shares comparable sponsorship, ticketing, and arena-revenue business models.
• Adler Mannheim: One of the most successful and historic clubs in the PENNY DEL (German Ice Hockey League); directly competes for titles, sponsorships, and fan engagement in the same German top-tier ice hockey league.

Broad incumbents

• ZSC Lions: Zurich-based Swiss National League club with strong corporate sponsorship and modern arena operations; comparable in scale, premium hospitality, and Champions Hockey League exposure to Red Bull München.
• HC Davos: Historic Swiss National League club with comparable professional ice hockey operations, season-ticket model, and Champions Hockey League participation; useful international benchmark for European top-tier ice hockey economics.
• FC Bayern München: Munich-headquartered multi-sport powerhouse (football, basketball, handball, etc.); competes for the same Munich corporate sponsorship, hospitality, and entertainment budgets as Red Bull München, defining the local competitive ceiling.

Regional players

• ERC Ingolstadt: Neighboring Bavarian DEL club; competes for regional corporate sponsorships, fan attendance, and youth players in the same catchment area as Red Bull München.
• Augsburger Panther: Bavarian-based DEL club competing in the same federal state as Red Bull München; overlaps in regional fan base, sponsorship pool, and youth talent market, but with smaller scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/RedBullMuenchen
• YouTubeyoutube.com/c/EHCRedBullM%C3%BCnchen
• Facebookfacebook.com/EHCRedBullMuenchen
• LinkedInde.linkedin.com/company/ehcredbullmuenchen
• Instagraminstagram.com/redbullmuenchen

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 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 Red Bull Munchen