BPA Sport Marketing

What BPA Sport Marketing does

BPA Sport Marketing a.s. is a Prague-based, privately held sports marketing agency founded in 1993 that holds the exclusive marketing rights to the top two tiers of Czech ice hockey — the Tipsport extraliga and Maxa liga — and serves as the exclusive marketing partner of the Czech Ice Hockey Association (ČSLH). The company brokers sponsorship packages to corporate sponsors (Tipsport, Generali, Škoda Auto, Plzeňský Prazdroj/Radegast, Carlson, Bohemia, Semtex, Chance), coordinates live TV broadcasts with all four Czech national networks (Česká televize, TV Nova, TV Prima, TV Sport 5, dating back to 1996), and produces award ceremonies including Sportovec roku (Athlete of the Year), Zlatá hokejka (Golden Hockey Stick), and Hokejista sezony (Hockey Player of the Season).

The company operates an integrated portfolio of digital platforms: Hokej.cz (the largest Czech hockey portal), NHL.cz, the TELH mobile application (App Store and Google Play, launched 2020), and the HOKEJKA community program (90,000+ registered users by January 2017) offering free live extraliga streaming and priority ticketing. Since 2018 BPA has financed the development of hokej.DATA, a hockey analytics platform — built with eSports.cz — that delivers expected-goals modeling, heatmaps, Corsi ratings, and coaching/player modules to extraliga clubs.

BPA monetizes through five streams: marketing rights and sponsorship brokering (licensing/royalties), media rights and TV production, event production and awards ceremonies, digital platform advertising, and B2B social media management (since 2024, including betting operator Chance). It has been wholly owned by the Tipsport Group since February 29, 2016, with Jana Obermajerová continuing as Director and Chairwoman of the Board. Headcount is small (11–50 employees), revenue is not publicly disclosed, and all operations remain single-country (Czech Republic).

Name

BPA Sport Marketing

Legal name

BPA sport marketing a.s.

Website

https://bpa.cz

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

BPA Sport Marketing is a Prague-based agency holding exclusive marketing rights to the top two tiers of Czech ice hockey, brokering sponsorships, producing TV broadcasts across all national Czech networks, and operating digital platforms (Hokej.cz, hokej.DATA, TELH app) for corporate sponsors and hockey fans.

Ownership category

akta.pro rank

Product category

Sports Marketing Services

NAICS

Promoters of Performing Arts, Sports, and Similar Events (7113), Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320), Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (711410)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Sponsorship Sales, Valuation & Analytics Services (Rights Sales, Measurement, Consulting) (MPAKALAK)

akta.pro secondary industries

Sponsorship & Sports Media Rights Buying (MPAAABAO), Sports & Event Media Rights Licensing (MPADALAE), Championship & Cup Organizers (MPAKADAB)

Keywords

• Sports marketing services
• Hockey sponsorship brokering
• Media rights management
• Event production services
• Sports digital platforms

Headquarters

HQ city

Prague

HQ country

Czechia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Marketing Rights & Sponsorship Brokering: BPA holds exclusive marketing rights to Tipsport extraliga and Maxa ligy (Czech ice hockey leagues) and the Czech national ice hockey team. They broker these rights to corporate sponsors in exchange for sponsorship fees. This is the core revenue driver.
2. Media Rights & TV Production: BPA produces and manages TV projects for all national television networks (Česká televize, TV Nova, TV Prima, TV Sport 5) since 1996, including play-off coverage, magazine shows (Extraligová tříšť, Hokejová pětka), and live match broadcasts. Revenue comes from TV broadcast agreements and in-broadcast advertising integration.
3. Event Production & Awards Ceremonies: BPA organizes and produces events including Sportovec roku (Athlete of the Year), Hokejista sezony (Hockey Player of the Season), Zlatá hokejka (Golden Hockey Stick), and corporate client events. Revenue derived from production fees, ticket sales, and partner integrations at these events.
4. Digital Platform Operations: BPA operates online platforms (Hokej.cz, NHL.cz, the TELH mobile app, hokej.DATA portal) generating traffic-based value and enabling direct fan engagement, ticket sales through HOKEJKA, and digital advertising inventory.
5. Social Media Management: Since 2024, BPA has managed social media accounts for the betting company Chance. This represents a client services revenue stream for social media content creation and community management.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

BPA Sport Marketing is a Czech sports marketing agency that holds exclusive marketing rights to the Tipsport extraliga, the Maxa liga, and the Czech national ice hockey team, brokering these rights to corporate sponsors. It bundles sponsorship sales, TV broadcast media presentation, digital platform operations (Hokej.cz, NHL.cz, TELH mobile app, hokej.DATA analytics), community fan engagement (HOKEJKA), and end-to-end event production for award ceremonies and tournaments.

Product overview

BPA Sport Marketing operates as a comprehensive sports marketing and media agency for Czech hockey, combining a portfolio of digital platforms, live event management, and broadcast production services. The core digital portfolio centers on Hokej.cz (the largest Czech hockey portal), NHL.cz (the leading Czech NHL portal), the TELH Mobile App, and the hokej.DATA analytics platform — the latter providing advanced statistical analysis including expected goals, heatmaps, and coaching tools for Tipsport extraliga clubs. These are complemented by the HOKEJKA community program (offering free live match streaming and ticketing), social media management for partners (e.g., Chance since 2024), and the charitable O Kapku lepší hokej initiative. The services layer includes media presentation during live TV broadcasts (partnered with Česká televize, TV Nova, TV Prima, TV Sport 5 since 1996), event execution, and the management of prestigious award ceremonies (Hokejista sezony, Sportovec roku). BPA is the exclusive marketing partner of Tipsport extraliga and Maxa ligy.

Differentiator

Problem solved

Functional benefit

Products and services

• Hokej.cz Portal News, statistics, live match coverage, and editorial portal for Czech ice hockey; reaches millions of unique visitors annually and serves as the primary digital content and fan engagement platform for the Tipsport extraliga and Czech national team.
• NHL.cz Portal

Quantifiable outcome

• 2,089,426 spectators attended the basic season of Tipsport extraliga 2025/2026 (second highest in history), averaging 5,740 fans per match
• +4 more outcomes

Named customers12 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability3 records

Feature4 records

Partnerships

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

• Bohemia (České pivovary)majorGTM or Marketing Partner · 16 November 2018A five-season partnership (announced November 2018) between Bohemia (Czech breweries) and Czech hockey. BPA manages and brokers this sponsorship.
• ChancemajorGTM or Marketing Partner · 30 July 2018Since 2024, BPA has managed the social media accounts of betting company Chance, which is also the title sponsor of the Chance liga (Maxa liga). This represents an expanded scope of BPA's services to a key hockey ecosystem sponsor.
• CarlsonmajorGTM or Marketing Partner · 15 February 2017Carlson (automotive operating fluids, autocosmetics, motor oils) became the title sponsor of Carlson Hockey Games (formerly Czech Hockey Games) starting from 2017. BPA manages the sponsorship and event production. Carlson is described as a Czech company whose products reach world-class levels.
• SemtexmajorGTM or Marketing Partner · 30 January 2017Since the 2016/2017 season, Semtex energy drink is an official partner of the Czech national hockey team and of the Tipsport extraliga. BPA facilitated and manages this partnership.
• GeneralimajorGTM or Marketing Partner · 20 July 2016Pojišťovna Generali became the main partner (hlavní partner) of the Czech extraliga starting from the 2016/2017 season. BPA brokers and manages this sponsorship relationship as the exclusive marketing rights holder of the league.
• Český svaz ledního hokeje (ČSLH)coreStrategic or Co-development PartnerBPA is the exclusive marketing partner (výhradní marketingový partner) of the Czech Ice Hockey Association, holding commercial rights for the Czech national team and the extraliga. As of 2016, this relationship was in its 8th year. BPA organizes major events including Zlatá hokejka, Hokejista sezony, Sportovec roku, and national team ticket sales.
• Tipsport extraliga clubs (all 14 teams)coreStrategic or Co-development PartnerBPA is the exclusive marketing partner of the Tipsport extraliga (the top Czech ice hockey league). BPA provides marketing, media production, analytics (hokej.DATA), fan applications, and event services to all 14 extraliga clubs.
• Maxa ligacoreStrategic or Co-development PartnerBPA is the exclusive marketing partner of the Maxa liga (second-tier Czech hockey league), analogous to its extraliga role. Since 2024, BPA also manages social media for Chance (sázková kancelář), which is the title sponsor of the Maxa liga.
• Škoda AutomajorGTM or Marketing PartnerŠkoda Auto sponsors the 'Nejlepší hráč utkání' (Best Player of the Match) award in the Tipsport extraliga. BPA integrates this sponsorship across all league matches.
• Plzeňský Prazdroj (Pilsner Urquell, Radegast)majorGTM or Marketing PartnerPilsner Urquell is an official sponsor of the Czech national hockey team. Radegast is the official beer of the extraliga. BPA manages the Radegast Index award (measuring player grit/tenacity), the Radegast Index Auction, and the stadium lottery (stadionová tombola).
• Česká televize, TV Nova, TV Prima, TV Sport 5coreChannel Partner/ Reseller/ DistributorBPA cooperates with all Czech national television networks to deliver live TV broadcasts, magazine shows, and play-off coverage of the Tipsport extraliga. BPA manages the media presentation within these broadcasts. This is a media rights distribution relationship.
• eSports.czcoreTechnology or IntegrationeSports.cz develops the hokej.DATA analytics system (including hokej.LOGIC, hokej.COACH, hokej.PLAYER) for BPA, which has financed and manages the platform since 2018. eSports.cz is the long-term partner for statistical data collection for ČSLH and extraliga clubs.
• TicketportalminorChannel Partner/ Reseller/ DistributorBPA sells national team and international tournament tickets through the Ticketportal sales network and website (www.ticketportal.cz) for events it organizes.
• ČSLH Ice Hockey Hall of Fame (Síň slávy)minorGTM or Marketing PartnerTipsport entered the Ice Hockey Hall of Fame on December 17, 2015, recognizing its long-term contribution to Czech hockey. BPA, as a Tipsport subsidiary, benefits from this association.

Scale indicators8 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• TEAM Marketing: Swiss-based sports rights agency best known for handling UEFA Champions League commercial rights. Directly comparable to BPA as a long-tenured, exclusive-rights broker that sells sponsorship and media rights on behalf of a league property to corporate partners.
• Sportfive: Global sports marketing agency that brokers sponsorship rights, media rights, and event services for leagues and federations. Directly comparable to BPA in core business model — exclusive rights holding, sponsorship sales, and integrated production for properties — though at vastly greater scale across multiple sports and continents.
• Octagon: Global sports marketing agency representing brands, rights holders, and athletes across sponsorship consulting, activation, and event management. Comparable to BPA in its bundled service model spanning rights sales, event execution, and digital/analytics work for sports properties.
• Infront Sports & Media: Sports marketing and media rights company that manages sponsorship, broadcast, and digital rights for major leagues, federations, and clubs worldwide. Closely comparable to BPA in its exclusive-rights-and-integrated-services model, including bundled TV production and digital fan engagement.
• Wasserman: Sports marketing, talent management, and consulting agency that represents athletes, brands, and rights holders. Comparable to BPA in its sponsorship sales, athlete/league representation, and integrated marketing services, though at significantly larger global scale.

Broad incumbents

• Dentsu Sports: Sports marketing division of global advertising network Dentsu, providing sponsorship strategy, media buying, and event activation for brands and rights holders. Comparable to BPA as a sponsorship broker and agency, but operating as part of a much larger advertising holding group.
• IMG (Endeavor): Large global sports and entertainment marketing group operating across rights, events, licensing, and athlete management. Comparable to BPA in core capabilities but as a broad incumbent offering wider portfolio services rather than specializing in a single national sports market.

Others

• Genius Sports: Sports data and technology company supplying data feeds, odds, and fan engagement tools to leagues, sportsbooks, and media partners. Comparable to BPA in the sports-data technology layer (analytics, digital platforms), though operating in adjacent infrastructure rather than sponsorship rights.
• Sportradar: Global sports data and technology company providing betting, media, and integrity services to leagues, federations, and media companies. Comparable to BPA in its data/analytics layer (hokej.DATA) and sports-tech ecosystem role, but not a direct competitor in sponsorship rights brokering.

Emerging players

• Two Circles: Sports marketing agency combining data analytics, sponsorship sales, and fan engagement for sports rights holders. Comparable to BPA's emerging analytics + rights-bundling model, particularly the hokej.DATA-driven commercial approach, but at international scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/narodnitym
• YouTubeyoutube.com/user/narodnitym
• Facebookfacebook.com/narodnitym
• Instagraminstagram.com/narodnitym

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 BPA Sport Marketing