What Deutsche Sport Marketing does

Deutsche Sport Marketing GmbH (DSM) is a Frankfurt-based sports marketing agency operating as the exclusive commercial arm of the Deutscher Olympischer Sportbund (DOSB) and the Deutscher Behindertensportverband (DBS). A 100% subsidiary of Stiftung Deutscher Sport, DSM holds the sole domestic mandate to commercialize Germany's Olympic and Paralympic brand assets, including the Olympic rings, Team Deutschland, Team Deutschland Paralympics, the Deutsches Sportabzeichen (German Sports Badge), and the German House (Deutsches Haus) event platform operated at Olympic and Paralympic Games since 1988. The company sells multi-tiered sponsorship and partnership packages (Top Partner, Key Partner, Partner, Media Partner) to German and multinational corporates, with the current Top Partner cohort including Adidas, Allianz, Citroën, and Sparkasse. Beyond partnership sales, DSM has since 2022 consolidated end-to-end brand communication for DOSB brands across digital and analog channels and in 2024 added Team D Studios, a content production platform. Its commercial activities span elite sport (Team D activations at Olympic/Paralympic Games), mass participation (Sportabzeichen roadshow, ~1.5M participants annually), and societal programs (Sport für alle, inclusion via Aktion Mensch). The agency also leads the Wirtschaftsinitiative, a coalition of 40+ companies supporting Germany's bid to host the Olympic and Paralympic Games. The agency is small (~40 employees, full team name listed on the Team page) and relationship-driven, with no self-serve or retail channels.

The business model is enterprise sponsorship and partnership sales structured as multi-year recurring contracts with bespoke activation packages. Revenue is generated by licensing exclusive usage and activation rights to Olympic and Paralympic brands, producing co-branded content (e.g., EDEKA's seven Team D licensed SKUs), and operating event platforms (German House, Sportabzeichen roadshow) that deliver measurable reach to partners — examples include 430 million gross contacts for the EDEKA Team D Muesli campaign, 137 million reach for Team Deutschland Paralympics at Beijing 2022, and 1.6 million TV/streaming ad contacts at the Paris 2024 German House. Pricing is not publicly disclosed and proposals are tailored per partner. Go-to-market is direct enterprise sales to large German corporates and multinationals with German market presence. The agency is currently preparing a leadership transition with Dirk Schlünz succeeding Claudia Wagner as Managing Director in summer 2026, while expanding the German House to Los Angeles for the 2028 Olympic Games under a venue agreement with the Bel-Air Bay Club.

Name

Deutsche Sport Marketing

Legal name

Deutsche Sport Marketing GmbH

Website

https://dsm-olympia.de

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

11–50 employees

Short description

Deutsche Sport Marketing is the exclusive marketing agency for the German Olympic (DOSB) and Paralympic (DBS) sports confederations, selling multi-tier sponsorship and partnership packages to corporate clients for Team Deutschland, the Olympic rings, and the German House event platform in Germany.

Ownership category

akta.pro rank

Product category

Sports Marketing Services

NAICS

Promoters of Performing Arts, Sports, and Similar Events (7113), Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Sponsorship & Sports Media Rights Buying (MPAAABAO)

akta.pro secondary industries

Athlete & Team Sponsorship Deals (Official Partners, Jersey/Kit Sponsors) (MPAKALAA), Licensing, Merchandising & Co-Branded Products (Sponsored Merchandise, Collabs) (MPAKALAE), Olympic & Multi-Sport Movement Organizations (NOCs, Olympic Committees) (MPAKACAI)

Keywords

• Sports marketing services
• Corporate sponsorship sales
• Olympic partnership activation
• Event management services
• Brand activation agency

Headquarters

HQ city

Frankfurt

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Sponsorship and Partnership Revenue: DSM generates revenue by creating and selling sponsorship packages to corporate partners. These packages grant exclusive usage rights, activation rights, and co-branding opportunities across DOSB and DBS brands including Team Deutschland, Team Deutschland Paralympics, the German House platform, the German Sports Badge (Deutsches Sportabzeichen), and the Sterne des Sports. Revenue is derived from long-term contractual partnerships structured at multiple tiers (Top, Key, Partner, Media Partner) and from one-off event activation and content production services.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Deutsche Sport Marketing (DSM) operates as the exclusive marketing agency for the German Olympic Sports Confederation (DOSB) and the German Paralympic Sports Confederation (DBS), selling bespoke corporate sponsorship and partnership packages that grant exclusive usage and activation rights to Olympic/Paralympic brands such as Team Deutschland and the Olympic rings. The agency handles end-to-end marketing, conception, communication, content production, and event execution across its portfolio of elite sport brands, mass-participation programs, and the Deutsches Haus hospitality platform at Olympic and Paralympic Games.

Product overview

Deutsche Sport Marketing (DSM) operates as a sports marketing agency that manages multiple branded initiatives and platforms. The portfolio includes: Team Deutschland and Team Deutschland Paralympics (the Olympic and Paralympic team brands), Deutsches Haus (the hospitality/event platform at Games), Deutsches Sportabzeichen (fitness award program), Sport für alle (broad CSR sports initiatives), Spiele in Deutschland (Olympic bid initiative with its Wirtschaftsinitiative), and Team D Studios (digital content production). These products work together as a unified sports marketing ecosystem, with DSM serving as the exclusive marketing agency for DOSB and DBS, creating value for partners through brand associations with elite German athletes while supporting grassroots sports.

Differentiator

Problem solved

Functional benefit

Brands

• Team Deutschland: The brand representing German Olympic athletes and teams at Olympic Games.
• Team Deutschland Paralympics
• Deutsches Sportabzeichen
• Deutsches Haus

Products and services

• Team Deutschland The overarching brand for German Olympic athletes representing Germany at Olympic Games. DSM serves as the exclusive marketing agency for this brand, managing corporate partnerships, communications, and activations across Top Partner, Key Partner, Partner, and Media Partner tiers.
• Team Deutschland Paralympics The brand representing German Paralympic athletes at Paralympic Games. Managed by DSM as exclusive marketing agency for the German Paralympic Sports Confederation (DBS), promoting Para sport athletes and their achievements through corporate partnership packages.
• Deutsches Haus The official German hospitality and event platform at Olympic and Paralympic Games, serving since 1988 as the central meeting point for athletes, partners, media, politics, and fans. Combines hospitality, media center, fan zone, and networking hub; Paris 2024 hosted 50,000+ visitors, 11 concerts, and 82 medal celebrations.
• Deutsches Sportabzeichen The German Sports Badge — the highest award outside competitive sports for above-average and versatile physical performance, with approximately 1.5 million participants per year and 35 million awards since 1913. DSM markets this initiative for the DOSB, including the national roadshow (Tag des Deutschen Sportabzeichens) with about 30,000 annual visitors across 10 events per year.
• Sport für alle Sport for All initiative covering CSR projects including integration, health promotion, youth sports, and inclusion programs. DSM develops corporate partnerships around these broad societal sports initiatives as a sponsorship platform.
• Spiele in Deutschland (Wirtschaftsinitiative) Economic initiative supporting Germany's bid for Olympic and Paralympic Games. DSM leads this coalition of 40+ companies supporting the Olympic bid across Gold, Silver, and Bronze partnership tiers, including Adidas, BASF, BMW, Deutsche Bahn, Deutsche Börse, DHL, Henkel, Infineon, KfW, Merck, REWE, SAP, Schaeffler, Siemens, SIXT, and Volkswagen.
• Team D Studios Digital content production platform creating content around Team Deutschland athletes, behind-the-scenes footage, and sports storytelling across digital channels such as Instagram, Facebook, TikTok, YouTube, and LinkedIn.

Quantifiable outcome

• 43% increase in brand awareness for some sponsors over partnership duration, with an average 10% sponsor awareness uplift attributed to Olympic sponsorship
• +4 more outcomes

Named customers4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

20 partnerships are on record, tiered core, key partner, top partner, partner, media partner, international top partner and supporting partner.

• Bel-Air Bay Club (Los Angeles)coreStrategic or Co-development Partner · 1 January 2026The Bel-Air Bay Club in Pacific Palisades, Los Angeles, is the contracted venue for the German House during the 2028 Olympic Games (July 14 – August 2, 2028). The exclusive beach club with ocean views will serve as 'Home of Team D' for athletes, partners, media, and fans. The partnership was signed during Milano Cortina 2026 Games time.
• Deloittekey partnerStrategic or Co-development Partner · 1 January 2019Since 2019, Deloitte serves as audit and consulting partner for Team Deutschland and Team Deutschland Paralympics. Supports DOSB and DBS across interdisciplinary areas including strategy, digitalization, organizational development, brand management, and sustainability. Developed the DOSB's first sustainability report (135 pages). Deloitte joined the IOC TOP Programme in April 2022 and brings global sports business expertise to the partnership.
• Adidastop partnerGTM or Marketing PartnerAdidas serves as a Top Partner for both Team Deutschland and Team Deutschland Paralympics. As Germany's leading sportswear brand, Adidas provides official athlete clothing, footwear, and equipment for German Olympic and Paralympic teams. The partnership includes exclusive kit presentations, athlete uniform activations, and co-branded content across Team D channels.
• Allianztop partnerGTM or Marketing PartnerAllianz is a Top Partner of both Team Deutschland and Team Deutschland Paralympics. The global insurance and financial services company supports German Olympic and Paralympic athletes with a focus on security, reliability, and long-term partnership values.
• Citroëntop partnerGTM or Marketing PartnerCitroën (Stellantis) is a Top Partner of Team Deutschland and Team Deutschland Paralympics, providing vehicle fleet and mobility solutions for the German Olympic and Paralympic delegations, including logistics for the German House and team transportation at Games time.
• Sparkassetop partnerGTM or Marketing PartnerSparkasse (German Savings Banks Finance Group) is a Top Partner of Team Deutschland, Team Deutschland Paralympics, and serves as National Förderer (National Supporter) for the German Sports Badge (Deutsches Sportabzeichen). As Germany's largest retail banking network, Sparkasse connects the partnership with broad public trust and grassroots community reach.
• Kühne+Nagelkey partnerGTM or Marketing PartnerKühne+Nagel serves as a Key Partner for Team Deutschland and Team Deutschland Paralympics. The global logistics company supports team logistics, freight, and supply chain operations for German Olympic and Paralympic delegations.
• Lottokey partnerGTM or Marketing PartnerLotto (Deutsche Sportlotterie) is a Key Partner of Team Deutschland, supporting German sport through lottery revenue redistribution that funds athletic programs and grassroots sport development.
• EDEKAkey partnerGTM or Marketing PartnerSince 2016, EDEKA has been a partner of Team Deutschland with a special focus on nutrition and healthy eating. The partnership includes seven exclusive Team D licensed products (muesli, snack balls, nutrition bars), athlete recipe content, regional store activations with local athletes, and 360-degree communication campaigns. The EDEKA muesli campaign achieved 430 million gross reach.
• Deutsche Telekomkey partnerGTM or Marketing PartnerDeutsche Telekom is listed as a Key Partner for Team Deutschland Paralympics, supporting digital connectivity and technology for German Paralympic athletes and events.
• Bayerkey partnerGTM or Marketing PartnerBayer is a Key Partner for Team Deutschland Paralympics and a Gold Partner of the Wirtschaftsinitiative (economic initiative for the German Olympic bid). The pharmaceutical and life sciences company aligns its health and innovation narrative with Paralympic sport performance.
• Aktion MenschcoreGTM or Marketing PartnerAktion Mensch is listed as an Inklusionspartner (Inclusion Partner) for Team Deutschland Paralympics. The German charitable lottery organization supports social inclusion projects and aligns its mission with Paralympic values of diversity and accessibility in sport.
• LufthansapartnerGTM or Marketing PartnerLufthansa is a Partner of Team Deutschland and Team Deutschland Paralympics, providing air travel services and connectivity for German Olympic and Paralympic delegations traveling to international events.
• TikTokmedia partnerGTM or Marketing PartnerTikTok is listed as a Media Partner for Team Deutschland and Team Deutschland Paralympics, serving as a platform for short-form video content distribution targeting younger audiences and expanding the reach of athlete stories and Team D campaigns.
• Eurosportmedia partnerGTM or Marketing PartnerEurosport is a Media Partner for Team Deutschland, broadcasting Olympic and Paralympic content and supporting coverage of German athletes across its sports media network in Europe.
• dpa picture alliancemedia partnerGTM or Marketing Partnerdpa picture alliance serves as a Media Partner, providing professional photography and image rights management for Team Deutschland and Team Deutschland Paralympics events and athlete coverage.
• AB InBevinternational top partnerGTM or Marketing PartnerAB InBev is a global IOC TOP Partner and partner of the German House through the 'Golden Moments' campaign extension. The partnership celebrates Olympic athletes' achievements and extends brand activation beyond the Games to grassroots sport, including support for home clubs of Olympic athletes such as Max Langenhan (luge) and his club BRC 05 Friedrichsroda.
• Airbnb, Alibaba, Coca-Cola/Mengniu, Omega, P&G, Samsung, TCL, Visainternational top partnerGTM or Marketing PartnerThese companies are listed as International Top Partners of the IOC TOP Programme, operating under the umbrella of DSM's German House activations. They are global Olympic sponsors whose German market activities intersect with Team Deutschland and German House platforms.
• Economics Initiative for German Olympic Bid (40+ companies)coreStrategic or Co-development PartnerThe Wirtschaftsinitiative (Economic Initiative) is a broad coalition of German companies supporting Germany's bid to host the Olympic and Paralympic Games. Over 40 companies are enrolled across Gold, Silver, and Bronze tiers, including Adidas, BASF, BMW, Deutsche Bahn, Deutsche Börse, DHL, Henkel, Infineon, KfW, Merck, REWE, SAP, Schaeffler, Siemens, SIXT, Volkswagen, and others. The initiative is led by DSM and aims to drive innovation, societal change, and international visibility through the bid.
• Kufenstüberlsupporting partnerGTM or Marketing PartnerThe Kufenstüberl is a traditional Bavarian hospitality offering within the German House at Winter Games, provided by the German bobsled and skeleton family, bringing authentic Bavarian atmosphere and catering to the German House at Cortina 2026 and other Winter Games venues.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• TEAM Marketing AG: Swiss agency historically commercialising UEFA's club competition rights (most recently the UEFA European Championship). Highly comparable as a small, federation-anchored marketing firm that sells centralised sponsorship rights to enterprise clients for a major sports property, exactly like DSM does for the German Olympic and Paralympic movements.
• Sportfive: Global sports marketing agency (formerly owned by Lagardère, now backed by Bridgepoint) that commercialises media rights, sponsorship and events for federations, clubs and leagues. Directly comparable to DSM in model: sells sponsorship packages, manages federation rights, and operates activation platforms around marquee sports events.
• Infront Sports & Media: Zug-based sports marketing company (acquired by Wanda Group) that handles media and marketing rights for football federations, winter sports and Olympic properties. Closely comparable as a federation-aligned rights-holder that builds bespoke sponsorship and event activation portfolios — including Olympic and winter sport federation rights, mirroring DSM's German Olympic portfolio.

Regional players

• House of Sports (HoS): German sports business network and agency group focused on athlete marketing, club consulting and event activation in the DACH market. A regional German-market peer in sports marketing services, with similar corporate and federation-facing commercial offerings.
• SPONSOREN (formerly Sportmarketing Hamburg): German sports sponsorship and marketing agency focused on the DACH market, brokering deals between brands and athletes/clubs. Comparable to DSM as a German sports marketing intermediary but without the exclusive federation mandate that anchors DSM's value proposition.

Emerging players

• Two Circles: Data-led sports marketing agency that commercialises rights for federations, leagues and brands using audience and data analytics. Comparable in target market (federations, brands, sponsorship sales) but differentiated by a tech- and data-first approach versus DSM's traditional rights-agency model.

Broad incumbents

• CSM Sport & Entertainment: UK-headquartered sports marketing and entertainment agency within the Chime Communications group. Comparable as a full-service sponsorship sales and activation agency working with brands, federations and event organisers — overlapping with DSM's end-to-end sponsorship and event management model.
• Dentsu Sports: Sports marketing and sponsorship division of global advertising group Dentsu. Broader incumbent that handles Olympic and federation sponsorship buying, activation and media planning for multinational advertisers, overlapping with DSM on the sponsorship rights-buying and activation side but operating at much larger scale across many sports.
• Wasserman: US-based sports marketing, talent management and consulting agency operating across sponsorship, athlete representation and events. Comparable on the sponsorship sales and athlete activation side but operates at a much larger, more diversified global scale than DSM.
• Octagon: Global sports marketing agency (part of IPG) that sells sponsorships, manages athlete endorsements and produces events for brands and rights-holders. A broader incumbent in the same sponsorship agency space as DSM, serving many of the same enterprise brand clients but without an exclusive mandate over a national Olympic movement.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/deutsche-sport-marketing

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 Deutsche Sport Marketing