BAES Sports Marketing

What BAES Sports Marketing does

BAES Deutschland GmbH is a Berlin-based, privately held sports marketing company founded in 2006 that operates a microsponsoring platform connecting small and medium-sized German businesses with regional professional sports clubs. The company's core product, the Mikrosponsoring-Prinzip, packages tickets, logo placement, networking events, and merchandise into tiered annual subscriptions priced between €248 and €1,999 per season, with auto-renewing contracts structured around the sports calendar. BAES holds exclusive microsponsoring program rights for more than 40 clubs across German football, ice hockey (DEL and DEL2), basketball (BBL and ProA), handball (Handball Bundesliga), and volleyball, with flagship long-tenure partnerships including Eisbären Berlin (since 2005) and HSG Wetzlar (25+ years). The primary go-to-market is direct online sales via www.baes.de, supplemented by partner club channels and the spobunet.de business network, which has enrolled more than 12,000 companies across Germany.

The company's revenue model is anchored on recurring subscription fees from SMB sponsors, complemented by event-based revenue streams through the BAES Netzwerkloge corporate hospitality offering, the annual Champions Gala awards event at Hotel Estrel Berlin, and Pokal-Spezial cup final sponsorships. The company has 11–50 employees, is solely managed by Klaus Wick as authorized Geschäftsführer, and shows no evidence of external funding, M&A activity, or international expansion. All operations are domestic, German-focused, and methodologically reliant on the proprietary Mikrosponsoring concept rather than technology differentiation.

Name

BAES Sports Marketing

Legal name

BAES Deutschland GmbH

Website

https://baes.de

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

BAES Deutschland GmbH is a Berlin-based sports marketing company that runs a microsponsoring platform connecting German SMBs with more than 40 professional sports clubs across football, ice hockey, basketball, handball, and volleyball via tiered annual subscriptions and the spobunet.de business network of 12,000+ companies.

Ownership category

akta.pro rank

Product category

Sports Marketing Services

SIC

Services-Membership Organizations (8600), Services-Business Services, Nec (7389)

akta.pro primary industry

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

Keywords

• Sports marketing services
• Microsponsoring packages
• Professional sports sponsorship
• Regional business networking
• Corporate hospitality events

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Microsponsoring Membership Fees: The primary revenue stream comes from tiered subscription-based membership packages sold to businesses seeking sports sponsorship opportunities. Packages range from entry-level (€249-299 per season) to premium tiers (€1,999+ per season), with various inclusions such as tickets, logo usage rights, network events, and merchandise depending on the tier level.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

BAES Deutschland GmbH operates a microsponsoring (Mikrosponsoring) platform that connects small and medium-sized businesses with German professional sports clubs through tiered annual sponsorship packages priced between 248 EUR and 1,999+ EUR per season. The packages include match tickets, logo placement on websites and arena signage, networking events, merchandise, and B2B lead generation opportunities. The company manages 35+ sport-specific partnership programs across football, ice hockey, basketball, handball, and volleyball, and maintains the spobunet.de business network of over 12,000 member companies for cross-referrals.

Product overview

BAES Deutschland GmbH operates a sports marketing platform centered on the Mikrosponsoring (micro-sponsorship) principle, which connects small and medium-sized businesses with regional professional sports clubs across Germany. The core product enables companies to benefit from sports club popularity through affordable sponsorship packages. The service portfolio includes the spobunet.de networking portal with over 12,000 member companies, BAES Netzwerkloge corporate hospitality services, Champions Gala award events, and Pokal-Spezial cup final sponsorships. Additionally, the company manages over 35 sport-specific club partnership programs (including ice hockey, football, basketball, volleyball, and handball clubs) offering tiered packages with tickets, logo presentation, network events, and merchandise, with pricing ranging from 248 EUR to 1,999 EUR per season.

Differentiator

Problem solved

Functional benefit

Brands

• spobunet.de: Sport-Business-Network portal operated by BAES connecting over 12,000 companies with sports clubs through microsponsoring partnerships
• BAES Netzwerkloge
• Champions Gala
• Pokal-Spezial

Products and services

• Mikrosponsoring The core microsponsoring service that connects small and medium-sized businesses with regional professional German sports clubs through tiered annual sponsorship packages. Each package includes match tickets, logo usage rights, website mentions, arena signage, networking events, and merchandise, enabling companies to leverage professional sports club popularity for marketing and B2B lead generation.
• spobunet.de Sport-Business-Network Online sport-business networking portal with over 12,000 member companies providing company profiles, presentation capabilities, and cross-referral business networking opportunities across Germany's sports sponsorship ecosystem.
• BAES Netzwerkloge

Quantifiable outcome

• Over 10,000 individual companies engaged with Eisbären Berlin through microsponsoring since 2005
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

47 partnerships are on record, tiered core, flagship and minor.

• 1. FC MagdeburgcoreStrategic or Co-development PartnerFootball club partner in the 2. Bundesliga. BAES offers microsponsoring packages enabling regional businesses to support the club while gaining marketing visibility and networking opportunities.
• DSC Arminia BielefeldcoreStrategic or Co-development PartnerFootball club partner operating the Club 1905 microsponsoring program. Regional businesses can become microsponsors to support the club and access networking events.
• FC Energie CottbuscoreStrategic or Co-development PartnerFootball club partner in the 3. Liga. BAES manages the Unternehmerfreunde 1966 microsponsoring program for regional business engagement.
• F.C. Hansa RostockcoreStrategic or Co-development PartnerFootball club partner. BAES operates Club 65 microsponsoring packages for businesses wanting to support the club and gain regional visibility.
• FSV ZwickaucoreStrategic or Co-development PartnerFootball club partner operating Club 1912 microsponsoring program for regional business partnerships.
• Hallescher FCcoreStrategic or Co-development PartnerFootball club partner operating Club 66 microsponsoring packages for regional business engagement.
• FC Carl Zeiss Jena (elf5 Club)coreStrategic or Co-development PartnerFootball club partner with elf5 Club microsponsoring program enabling regional businesses to support the club.
• SpVgg Greuther FürthcoreStrategic or Co-development PartnerFootball club partner offering Kleeblatt Förderer microsponsoring packages for regional businesses.
• SV Babelsberg 03coreStrategic or Co-development PartnerFootball club partner operating Unterstützerclub microsponsoring program for regional business partnerships.
• TSG 1899 Hoffenheim (TSG Freunde)coreStrategic or Co-development PartnerFootball club partner enabling regional businesses to join the TSG Freunde microsponsoring program.
• VfB LübeckcoreStrategic or Co-development PartnerFootball club partner operating Club 1919 microsponsoring packages for regional business engagement.
• VfB OldenburgcoreStrategic or Co-development PartnerFootball club partner with Club 1897 microsponsoring program for regional businesses.
• VfL Bochum 1848coreStrategic or Co-development PartnerFootball club partner offering Unterstützerclub microsponsoring opportunities for regional businesses.
• Augsburger PanthercoreStrategic or Co-development PartnerIce hockey club partner (DEL). BAES operates Supporterclub packages enabling regional businesses to support the club.
• Dresdner EislöwencoreStrategic or Co-development PartnerIce hockey club partner (DEL2). Club 1909 microsponsoring program for regional business engagement.
• EHC Red Bull MünchencoreStrategic or Co-development PartnerDEL ice hockey club partner. BAES offers Starter Sphere microsponsoring packages for regional businesses.
• Eisbären BerlinflagshipStrategic or Co-development PartnerPremier DEL ice hockey club partner since 2005. Club 1954 has over 10,000 individual companies engaged as microsponsors, representing BAES's flagship partnership.
• Eisbären Juniors BerlincoreStrategic or Co-development PartnerIce hockey youth development club partner with Förderclub microsponsoring program.
• Eisbären RegensburgcoreStrategic or Co-development PartnerIce hockey club partner (DEL2). Club 1962 microsponsoring packages for regional businesses.
• ERC IngolstadtcoreStrategic or Co-development PartnerDEL ice hockey club partner. Club 64 microsponsoring program for regional business engagement.
• Krefeld PinguinecoreStrategic or Co-development PartnerDEL ice hockey club partner with Team Pinguine microsponsoring packages.
• KSW IceFighters LeipzigcoreStrategic or Co-development PartnerIce hockey club partner (DEL2) with Business Helden microsponsoring program.
• Iserlohn RoosterscoreStrategic or Co-development PartnerDEL ice hockey club partner. Unterstützerclub microsponsoring packages for regional businesses.
• Kölner HaiecoreStrategic or Co-development PartnerDEL ice hockey club partner. Supporterclub packages for regional business engagement.
• Lausitzer FüchsecoreStrategic or Co-development PartnerDEL2 ice hockey club partner. Club 32 microsponsoring packages for regional businesses.
• Löwen FrankfurtcoreStrategic or Co-development PartnerDEL ice hockey club partner with Löwen Club 91 microsponsoring program.
• Nürnberg Ice TigerscoreStrategic or Co-development PartnerDEL ice hockey club partner. Ice Tigers Club 80 packages for regional businesses.
• Saale BullscoreStrategic or Co-development PartnerIce hockey club partner (DEL2). Supporterclub packages for regional business engagement.
• SC RiesserseecoreStrategic or Co-development PartnerIce hockey club partner with Wirtschafts Stüberl microsponsoring program for regional businesses.
• Basketball Löwen BraunschweigcoreStrategic or Co-development PartnerBasketball Bundesliga (BBL) club partner. Business Pool packages for regional businesses.
• BG GöttingencoreStrategic or Co-development PartnerBasketball Bundesliga club partner. BASIS PARTNER microsponsoring program with tiers from 269 EUR.
• EWE Baskets OldenburgcoreStrategic or Co-development PartnerBasketball Bundesliga club partner. Supporter Pool packages from 299 EUR for regional businesses.
• Science City JenacoreStrategic or Co-development PartnerBasketball club partner with elf5 Club microsponsoring program.
• Telekom Baskets BonncoreStrategic or Co-development PartnerBasketball Bundesliga club partner since 2015. Club 95 packages from 295 EUR, enabling businesses to support the club in the easyCredit BBL.
• VfL SparkassenStars BochumcoreStrategic or Co-development PartnerBasketball club partner (ProA). CLUB 1848 microsponsoring packages from 248 EUR.
• Fitness First Würzburg BasketscoreStrategic or Co-development PartnerBasketball Bundesliga club partner since 2017. BUSINESSFREUNDE packages from 299 EUR enabling regional business support.
• HBW Balingen-WeilstettencoreStrategic or Co-development PartnerHandball Bundesliga club partner. HBW GALLIER packages from 299 EUR for regional businesses.
• HSG WetzlarcoreStrategic or Co-development PartnerHandball Bundesliga club partner since 25+ years. Supporterclub packages from 249 EUR, playing in the DAIKIN Handball-Bundesliga.
• Rhein-Neckar LöwencoreStrategic or Co-development PartnerHandball Bundesliga club partner since 2013. Supporterclub packages from 299 EUR, playing in the SAP Arena and DAIKIN Handball-Bundesliga.
• SC DHfK LeipzigcoreStrategic or Co-development PartnerHandball Bundesliga club partner. EUROPA-CLUB 1966 packages from 266 EUR for regional businesses.
• SG Flensburg-HandewittcoreStrategic or Co-development PartnerHandball Bundesliga club partner. Crew – Achter Mann packages from 299 EUR, including international competition tickets.
• TSV Hannover-Burgdorf (Die Recken)flagshipStrategic or Co-development PartnerHandball Bundesliga club partner for 10+ seasons. BundesligaClub packages from 299 EUR with lead generation focus for regional SMBs.
• TUSEM EssencoreStrategic or Co-development PartnerHandball club partner. KUMPELCLUB packages from 269 EUR focusing on regional Essen businesses.
• TVB StuttgartcoreStrategic or Co-development PartnerHandball Bundesliga club partner. CLUB 1898 packages from 298 EUR, playing in the Porsche-Arena.
• VfL GummersbachcoreStrategic or Co-development PartnerHandball Bundesliga club partner. CLUB BLAU-WEISS packages from 299 EUR, playing in the SCHWALBE arena.
• BR VolleyscoreStrategic or Co-development PartnerVolleyball Bundesliga club partner. BUSINESSPOOL packages from 299 EUR for the Berlin Recycling Volleys.
• BAES Netzwerkloge PartnersminorGTM or Marketing PartnerVarious business partners utilizing the BAES Netzwerkloge at events, including Koro, Weller Energie, Mitsch, Axmann, EK Getec Arena, TGA Jacob, and WISAG. These partners have access to premium seating, catering, and networking events at sports venues.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Others

• Nielsen Sports (now part of Other): Sports measurement and analytics provider offering sponsorship valuation and rights holder advisory. Comparable as an enabling service to the sponsorship industry that BAES participates in, rather than a direct competitor.
• DFL Deutsche Fußball Liga: Operator of Germany’s Bundesliga and 2. Bundesliga, the league body BAES’s football club partners participate in. Comparable as a stakeholder in the German sports sponsorship ecosystem, though not a direct competitor to BAES.

Emerging players

• SponsorUnited: Data and marketplace platform for sports and entertainment sponsorship. Comparable to BAES as a sponsorship intermediation platform, though it operates as a B2B data/analytics service rather than a managed sponsorship broker.
• Two Circles: Sports marketing agency combining data analytics with sponsorship strategy for sports rights holders and brands. Comparable to BAES in monetizing sports sponsorship relationships, with overlap in serving European football and other major sports.
• matchIQ: European sports marketing agency specializing in sponsorship strategy, activation, and rights sales for football clubs and brands. Comparable to BAES in providing sponsorship sales and advisory services, though with a more consultancy-led model.
• Whysport: Digital sponsorship marketplace connecting brands with sports sponsorship opportunities across European clubs. Closely comparable to BAES’s spobunet.de platform in offering digital intermediation between SMBs/brands and sports rights holders.

Broad incumbents

• Endeavor (IMG): Global sports and entertainment company (parent of IMG) offering sponsorship sales, events, and media rights. Comparable as a sports sponsorship services competitor, though at much larger scale and without focus on SMB microsponsoring.
• SPORTFIVE: Global sports marketing and sponsorship agency (formerly Lagardère Sports) with strong DACH presence. Overlaps with BAES in selling sports sponsorship rights to brands, but at a much larger enterprise scale and not focused on the SMB microsponsoring niche.
• Infront Sports & Media: Major international sports marketing company headquartered in Switzerland with significant German operations. Comparable as a sports rights and sponsorship intermediary, though Infront focuses on top-tier rights and large brands rather than regional SMBs.
• Octagon: Global sports marketing agency offering sponsorship consulting, athlete management, and event services. Comparable to BAES in sponsorship advisory services but serves multinational brands rather than regional SMBs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/baesdeutschland
• Facebookfacebook.com/BAESSportmarketing
• LinkedInlinkedin.com/company/baes-deutschland-gmbh

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 BAES Sports Marketing