Sportspar

What Sportspar does

Sportspar GmbH is a German e-commerce outlet retailer operating the SportSpar online shop, which sells discounted brand-name sportswear and equipment across multiple sports categories. Founded in 2010 and headquartered in Eilenburg, Germany, the company sources manufacturer overstock, end-of-line, and discontinued inventory to offer products at discounts of up to 80-90% off original MSRP. The platform spans 25+ sports categories including football, fitness, cycling, swimming, and rugby, and features products from 30+ brands such as adidas, Nike, PUMA, Reebok, ASICS, Converse, and Jack Wolfskin, alongside its own private label SPORTINATOR. Founded by Jevgenij Borisenko (CEO and Director) and Aleksandr Borisenko (Managing Director), the company remains privately held with no disclosed outside investment.

The company operates a multi-channel distribution model anchored by a direct-to-consumer e-commerce platform with country-specific domains serving Germany, France, Italy, Netherlands, Spain, and Poland, plus a global .com storefront and a physical outlet in Ratingen. Customer engagement is supported by SparClub (a loyalty and bonus points program), email newsletters, an Awin-powered affiliate program, and active social media presence on Facebook, Instagram, TikTok, and YouTube. The business model is straightforward resale of branded inventory at outlet prices via unit pricing, with payment integrations covering PayPal, Klarna, Amazon Pay, credit card, SEPA direct debit, bank transfer, and invoice options, and shipping partnerships with DHL, Hermes, and GLS.

Recent strategic activity has emphasized breadth rather than vertical depth: SPARWELT extends the catalog beyond pure sports into lifestyle verticals such as pet supplies, gaming, camping, and home gym, while the SPORTINATOR private label adds first-party branded margin. The technology stack is a standard multi-language, multi-country e-commerce platform with no proprietary AI or API surface disclosed; mobile apps on iOS and Android extend the storefront to smartphones. Trust signals include Trusted Shops certification, Top Employer 2020 recognition, and the WachstumsChampion 2020 growth award, and former German footballer Mario Basler serves as a brand ambassador.

Name

Sportspar

Legal name

Sportspar GmbH

Website

https://sportspar.de

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

51–100 employees

Short description

Sportspar GmbH is a German e-commerce outlet retailer that sells discounted brand-name sportswear and equipment across 25+ sports categories, serving value-conscious consumers in six-plus European countries through localized country-specific online storefronts.

Ownership category

akta.pro rank

Product category

Sports Apparel Retail

NAICS

Sporting Goods Retailers (45911), Sporting Goods Retailers (459110)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Shoe Stores (5661)

akta.pro primary industry

Athletic Footwear & Sport Apparel Retail (CRAMABAC)

akta.pro secondary industries

Sports Collectibles, Fan Gear & Licensed Merchandise Retail (CRAMABAO), Sporting Goods, Outdoor & Fitness Marketplaces (CRAFABAI)

Keywords

• Discount sportswear retail
• Brand-name sports apparel
• Online sports outlet
• Athletic footwear retail
• Sports equipment ecommerce

Headquarters

HQ city

Eilenburg

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Direct e-commerce retail of discounted brand-name sportswear and equipment. Customers purchase products at reduced prices through the online storefront. Revenue generated from product transactions with no marketplace commission.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Sportspar operates an online and physical retail business selling discounted brand-name sportswear, athletic footwear, and sports equipment at up to 80–90% off manufacturer suggested retail price, sourcing manufacturer surplus, overstock, and end-of-line merchandise. The product catalog spans more than 25 sports categories including football, mode & sportswear, shoes, fitness, cycling, swimming, and rugby, plus lifestyle extensions (SPARWELT) and officially licensed fan merchandise, served across seven country-specific European domains, German physical outlet stores, and mobile apps.

Product overview

SportSpar is a German online outlet retailer specializing in discounted brand-name sports apparel and equipment. The core offering is the SportSpar Online Shop, a unified e-commerce platform providing up to 80% off on sporting goods from over 30 major brands including adidas, Nike, PUMA, Reebok, ASICS, Converse, and more. The product portfolio spans multiple categories: Football (including boots, teamwear, goals, referee gear), Mode & Sportswear (clothing for men, women, children), Shoes (running, basketball, handball, golf), Fitness (equipment and apparel), and SPARWELT (lifestyle extensions like pet supplies, gaming, camping). SportSpar operates its own private label brand SPORTINATOR, alongside physical outlet stores and a mobile app. Additional services include a loyalty program (SparClub), affiliate program via Awin, and newsletter marketing. The business model centers on purchasing manufacturer overstock, end-of-line, and discontinued items to offer brand-quality products at outlet prices.

Differentiator

Problem solved

Functional benefit

Brands

• SPARWELT: Category featuring pet supplies, gaming, work equipment, travel luggage, e-sports, garden, baby products, costumes, home gym, swings, wellness and massage, camping, collectibles, and multipacks.
• SPARKUB

Products and services

• SportSpar Online Shop Direct-to-consumer online storefront selling discounted brand-name sportswear, footwear, equipment, and licensed fan merchandise at up to 80% off MSRP, with localized country-specific domains serving European consumers.
• SPORTINATOR Private-label brand sold exclusively at SportSpar, offering fitness equipment such as massage guns, pull-up bars, and sports accessories at budget prices.
• Sportspar Outlet Stores Physical retail outlet locations in Germany (including Ratingen) where customers can shop discounted brand-name sporting goods in person.
• Sportspar Mobile App Mobile shopping application for Android and iOS that lets customers browse and purchase discounted brand-name sportswear and equipment on mobile devices.

Quantifiable outcome

• Up to 80-90% savings on brand-name sportswear compared to full retail prices

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

Partnerships

One partnership is on record.

• Mario BaslerminorGTM or Marketing PartnerFormer professional footballer Mario Basler serves as a brand ambassador/endorser for Sportspar. Partnership includes promotional content and newsletter features. Mario Basler is a well-known German football personality who promotes the brand through various marketing channels.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Zalando: Leading European online fashion and lifestyle platform with a sizable sportswear and athleisure category. Overlaps with Sportspar on athletic apparel and footwear but operates at much broader scale and assortment.
• Otto (Sports & Outdoor): Major German online department store with a sizable sport & outdoor category. Competes for the same value-conscious German consumer shopping multi-brand athletic apparel and equipment.
• Amazon (Germany): Largest online marketplace in Germany and Europe with extensive sporting goods assortment from third-party sellers and Amazon-partnered brands. Sets the competitive baseline on price, range and fulfillment for any sports e-tailer.

Direct peers

• SportScheck: German multi-category sporting goods retailer with both online and physical stores, headquartered in Germany. Direct overlap with Sportspar's sporting apparel, footwear and equipment assortment across football, fitness and lifestyle.
• Decathlon: Global sporting goods retailer with strong presence in Germany and Europe, offering own-brand and third-party apparel, footwear and equipment across 70+ sports. Directly comparable assortment and value positioning.
• KICKZ: German basketball and sneaker-focused sports retailer with online and offline presence. Comparable vertical focus on branded athletic footwear and streetwear sports culture in Germany.
• Sports Direct (Frasers Group): UK-headquartered discount sporting goods retailer expanding across Europe with outlet and online formats. Closest business-model analog to Sportspar's overstock-driven discount proposition.
• Intersport: Global sporting goods retailer cooperative with extensive German retail footprint. Comparable multi-category sports assortment including apparel, footwear, football and fitness equipment.

Emerging players

• Engelbert Strauss: German workwear and sportswear brand with growing direct e-commerce and outlet presence. Comparable German D2C apparel model with cross-over into sportswear categories Sportspar stocks.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/sportspar
• YouTubeyoutube.com/channel/UCs-Sk34LeWZdTHt2Is_AxuA
• Facebookfacebook.com/sportspar.de
• Instagraminstagram.com/sportspar

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Sportspar