S&K Marketing

What S&K Marketing does

S&K Marketing GmbH is a privately-held, Munich-based B2B professional services agency founded in 1990 that operates across four integrated service lines: event management, sponsoring and consulting, design/graphic design and communication, and international event bidding. The firm functions both as a consulting and implementing agency and as an event organiser, delivering complete packages from conception and organisation through implementation and coordination. Its core products cover the full event lifecycle — feasibility analysis, vision and conception, bidding and negotiation with rights-holders, sponsorship acquisition, brand identity development, and on-the-ground event delivery — targeting international sports federations (UEFA, IHF, EHF, FIS), event organising committees, sports venues (Olympiapark München GmbH), corporate sponsors (Red Bull, BMW), and municipalities (City of Munich).

The company operates from two offices in Munich (headquarters at Widenmayerstraße 28 and a second office at Spiridon-Louis-Ring 22 in the Olympic Park area) with 13-15 permanent employees supplemented by a curated pool of over 200 freelance specialists, an asset model that allows it to flex capacity for mega-events while keeping fixed costs low. Marquee projects include overall organisation and marketing for the European Championships Munich 2022 (UEFA), the IHF Handball World Championship 2019, FIS Ski World Cup events in Munich, and multiple UEFA Euro 2024 and EHF Euro 2024 bids for the City of Munich. The firm is led by Managing Partner Klaus Cyron and Managing Director Frank Seipp, with a broader team covering senior event management, communication, and art direction.

The business model is project-based professional services with quote-based, non-public pricing tailored to each engagement. Revenue is generated through agency fees for bidding work, sponsorship consulting and acquisition, event management and coordination, and design/creative deliverables; large event projects also carry pass-through production budgets. Marketing and distribution are primarily direct — the firm's website (sk-marketing.de), case-study portfolio, and direct sales outreach to enterprise and government buyers — with no third-party channels or app/API distribution surface. The company has no disclosed funding events, no parent company, no subsidiaries, and no public revenue figures; it is independently owned and operated by its management team.

Name

S&K Marketing

Legal name

S&K Marketing GmbH

Website

https://sk-marketing.de

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

S&K Marketing GmbH is a Munich-based, privately-held B2B event marketing agency founded in 1990, offering event management, sponsoring consulting, design/creative services, and international event bidding to sports federations, corporates, and municipalities.

Ownership category

akta.pro rank

Headquarters

HQ city

München

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Event Management Services: Full-service agency offering event conception, organization, implementation and coordination. Projects range from mega-events to smaller events.
2. Sponsoring Consulting: Sponsorship consulting, sponsor acquisition and implementation of sponsorship engagements for companies, associations and event organizers.
3. Design and Creative Services: Graphic design, branding, corporate identity, editorial design, logo design, web design and animation for sports and cultural events.
4. Bidding Services: Accompanying event bidding from feasibility analysis, vision and conception to content preparation and negotiation with rights holders.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

S&K Marketing GmbH is a Munich-based event marketing agency offering full-service packages spanning event conception, organization, implementation, and coordination for sports and cultural events. The company provides sponsorship consulting and sponsor acquisition, graphic design and brand identity services, and international event bidding support. It acts both as a consulting and implementing agency and as an event organizer, drawing on a permanent team and a pool of over 200 freelance specialists to deliver projects ranging from mega-events to smaller gatherings.

Product overview

S&K Marketing is a full-service event marketing agency offering four integrated core service lines: Event Management (conception through coordination of events), Sponsoring & Consulting (sponsor acquisition and sponsorship implementation), Design/Graphic Design & Communication (key visuals, brand identities, editorial design), and Bidding (international event bidding services). The company acts as both consulting and implementing agency, as well as event organizer, providing complete packages from conception to execution. Founded in 1990, the agency operates with a team of permanent employees and a pool of freelance specialists.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 130,000 visitors over 4 days for X Games Munich 2013
• +4 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles4 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.

• Companeer GmbHminorStrategic or Co-development PartnerProject coordination partnership for UEFA Euro 2024 bid book design and implementation in cooperation with City of Munich and Companeer GmbH.
• mm sportscoreStrategic or Co-development PartnerLong-term strategic partner for sports event projects. Collaboration on bidding documents for FIFA World Cups fan festivals and Men's EHF Euro 2026/28 bids.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Lagardère Sports: Major global sports marketing group offering sponsorship, event management, content production, and consulting services. Competes with S&K for international sports federation and event contracts across multiple disciplines.
• Wasserman: Global sports marketing, sponsorship, and consulting agency. Competes with S&K for sports event and sponsorship work, particularly in North American and European markets, with broader service portfolio and international reach.
• Octagon: Global sports marketing agency (part of IPG) with extensive event management, sponsorship consulting, and athlete representation capabilities. Operates at significantly larger scale than S&K and competes for major international sports contracts.

Direct peers

• Infront Sports & Media: Global sports marketing agency offering event management, sponsorship consulting, media rights, and bidding services for major sports events. Similar full-service sports marketing model to S&K but with significantly broader international footprint and deeper resources.
• TSE Consulting: International sports consulting firm providing strategic advisory and event bidding services to cities, federations, and host organizations. Direct competitor in S&K's specialized event bidding service line.
• mm sports: Munich-based sports marketing agency and existing strategic partner of S&K. Offers comparable sports event bidding and management services, particularly for football, handball, and ski events in the German-speaking market.
• Sportfive: International sports marketing agency providing sponsorship, event management, and media rights services to sports federations, leagues, and clubs. Direct competitor in sports event marketing, sponsoring consulting, and rights management.
• European Sponsorship Marketing (ESM): Specialist sponsorship consulting agency focused on European sports sponsorship strategy, activation, and acquisition. Direct competitor in S&K's sponsorship consulting service line for major sports federations and corporate brands.

Others

• MetaDesign: Berlin-based design and branding agency with sports and entertainment clients including FIFA. Comparable to S&K's design/graphic design and visual identity service line for major sports events.
• HBS (Host Broadcast Services): Specialist host broadcast and event services provider for major sports events including FIFA World Cups and UEFA tournaments. Operates in adjacent event services space to S&K's sports event management business.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 S&K Marketing