Sport Saller

What Sport Saller does

Sport Saller (legal entity: Sport-Saller e.K.) is a German family-owned online sports equipment retailer founded in 1972 and based in Weikersheim, Germany. The company is structured as a sole proprietorship (Einzelkaufmann) owned by Margot Saller, operating primarily through its e-commerce storefront at sport-saller.de alongside a single physical retail store at its headquarters. Its product portfolio centers on football/soccer gear, team apparel, training equipment, and licensed club merchandise, served via two principal segments: amateur-to-semi-professional football clubs and teams seeking customized uniforms and bulk orders, and individual consumers purchasing personal sports apparel and footwear. The company's own 'saller' private-label brand is sold alongside third-party brands including Adidas, Puma, and Umbro, with multiple saller sub-lines spanning team apparel (S1, VIBE, Squad50, Essential, X.72), football boots (SX.PRO, Quantum FX), and running/casual footwear.

The underlying technology is a standard Shopware-based e-commerce platform with customer accounts, shopping cart, payment processing, and order management. A Schnellerfassung (quick-entry) feature supports bulk ordering of up to 100+ units per order, and a print catalog (current edition 26/27) is offered alongside the digital storefront. Distribution runs through DHL shipping across Germany and Europe, with PayPal integrated for payment processing. Marketing channels include organic SEO, Google AdWords remarketing, Belboon affiliate marketing, Facebook and YouTube social presence, and a double opt-in email newsletter.

Sport Saller's business model is direct-to-consumer retail with one-time transactions on physical goods priced from approximately €1.99 to €119.99 (German VAT-inclusive). Revenue is generated through unit sales of own-brand and third-party merchandise, with frequent sale/discount promotions (15-40% off). The company holds official fan-shop partnerships with SC Paderborn 07 and SSV Jahn Regensburg for licensed club merchandise, plus a Germany national team fan shop. Geographic reach is concentrated in the DACH market. No revenue, headcount, or funding data are publicly disclosed; the firm operates with 11-50 employees and no external capital raised.

Name

Sport Saller

Legal name

Sport-Saller e.K.

Website

https://sport-saller.de

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

11–50 employees

Short description

Sport Saller is a German family-owned e-commerce and retail sports equipment company founded in 1972, based in Weikersheim, selling football gear, team apparel, and athletic footwear through its own 'saller' brand and third-party brands like Adidas to amateur clubs, teams, and individual consumers across the DACH market.

Ownership category

akta.pro rank

Product category

Sports Equipment & Apparel Retail

NAICS

Sporting Goods Retailers (45911)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Team Sports Equipment & Uniforms Retail (CRAMABAE)

akta.pro secondary industries

Sports Collectibles, Fan Gear & Licensed Merchandise Retail (CRAMABAO), Team Sports & On-Field Performance Apparel (CRAAAEAE)

Keywords

• Sports equipment retail
• Football apparel
• Athletic footwear
• Team uniforms
• Licensed fan merchandise

Headquarters

HQ city

Weikersheim

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Retail merchandise sales: Direct-to-consumer sales of sports equipment and apparel through e-commerce storefront. Revenue generated through one-time product transactions with prices ranging from approximately €1.99 to €119.99. Includes sale/discounted items and full-price products.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Sport Saller is a German online sports equipment retailer selling football/soccer gear, team apparel, athletic footwear, training equipment, and licensed fan merchandise. The product portfolio centers on the company's own 'saller' private label brand (football boots, running shoes, team clothing lines, hydration containers) sold alongside third-party brands such as Adidas, Puma, Umbro, and Derbystar. The company serves individual consumers as well as football clubs and teams through bulk ordering, Schnellerfassung tools, and dedicated fan shop partnerships with German clubs.

Product overview

Sport Saller is a German online sports equipment retailer operating as an e-commerce platform (Sport-Saller e.K., owned by Margot Saller, based in Weikersheim) that specializes in football/soccer gear, team apparel, and sports equipment. The product portfolio centers around the company's own 'saller' brand alongside third-party brands like Adidas, Puma, and Umbro. The saller brand encompasses multiple sub-lines including team apparel lines (S1, VIBE, Squad50, Essential, X.72), football boots (SX.PRO, Quantum FX-100/300, S90+), running/casual shoes (React, FAST-RUN, SFX2000, Nitro365, Charge, Lifestyle, Infinity), and lifestyle collections (Basics, Running). The platform also operates licensed fan shops for SC Paderborn 07 and SSV Jahn Regensburg, plus a general Germany national team fan shop. Core product categories include football jerseys, shorts, socks, shin guards, goalkeeper gloves, referee equipment, balls, training equipment, bags, hydration containers, first aid supplies, goals, and fan merchandise. The company also offers a physical retail store with opening hours Monday-Friday 08:30-12:30 and 14:00-18:00, Saturday 09:00-13:00.

Differentiator

Problem solved

Functional benefit

Brands

• saller: The company's own brand of sports equipment and clothing, including football shoes (saller SX.PRO, saller Quantum FX series), running shoes (sallerReact, saller FAST-RUN), team clothing lines (saller S1, saller VIBE, saller Squad50, saller Essential, saller X.72), and various sports accessories

Products and services

• saller SX.PRO Football Shoe Professional-grade football boot from the saller own brand, available in FG/AG (firm ground/artificial ground), multinocken (multi-cleat), and indoor hall configurations. Priced at €35.99. Targeted at football players seeking saller-brand performance footwear.
• saller Quantum FX-300 Football Boot Football boot line from the saller own brand available in hard ground, indoor hall, and multi-cleat variants. Priced from €15.99 to €34.99 depending on variant. Targeted at football players needing versatile surface-specific footwear.
• saller Quantum FX-100 Stud Football Boot Stud football boot from the saller own brand for ambitious players, featuring 13 anatomically placed studs for maximum grip and acceleration, padded toe area, breathable textile lining, and easy-care synthetic upper. Original price €32.99, sale price €25.99.
• saller React Running Shoe Running shoe from the saller own brand. Original price €34.99, sale price €19.99. Targeted at individual runners seeking affordable athletic footwear.
• saller FAST-RUN Running Shoe Running shoe from the saller own brand. Original price €19.99, sale price €15.00. Targeted at individual runners on a budget.
• saller SFX2000 Running Shoe Running shoe from the saller own brand. Original price €24.99, sale price €19.99. Targeted at individual runners.
• sallerCharge Sneaker Casual sneaker from the saller own brand. Priced at €29.99. Targeted at consumers seeking lifestyle/casual footwear.
• saller Sneaker (Retro Tennis-Style) Retro tennis-style sneaker from the saller own brand with PU upper material, EVA/rubber outsole, padded shaft, removable insole, and classic lace-up design. Priced at €35.99.
• saller Nitro365 Black Running Shoe Running shoe from the saller own brand in a black colorway. Priced at €24.99. Targeted at individual runners.
• saller Nitro365 Running Shoe Running shoe from the saller own brand. Original price €34.99, sale price €24.99. Targeted at individual runners.
• Saller Getränkebehälter 'BIGONE' 18 Liter Large-capacity beverage container from the saller own brand with 18-liter capacity, high-quality insulation for extended cooling, bottom spout for easy dispensing, and carrying handle. Priced at €49.99. Targeted at teams and groups needing hydration equipment.
• Saller Getränkebehälter 'MEDIUM' 8 Liter Beverage container from the saller own brand with 8-liter capacity, high-quality insulation for long cooling, bottom spout for quick dispensing, and carrying handle for easy transport. Dimensions: Ø 23.5cm / Height 33cm. Priced at €29.99. Scheduled launch date: July 30, 2026.
• Adidas Samba Leather Schuh Classic Adidas football shoe originally developed in the 1950s for training on icy surfaces, now a cultural icon. Features full-grain leather upper with suede overlays, foam cushioning insole, and non-marking natural rubber sole for indoor court traction. Third-party branded product retailed by Sport Saller.
• Derbystar Spielball Bundesliga Brillant APS v24 Official match ball for Bundesliga league play, manufactured by Derbystar. Priced at €109.99. Third-party branded product retailed by Sport Saller.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

Five partnerships are on record, tiered minor.

• SC Paderborn 07minorChannel Partner/ Reseller/ DistributorOfficial fanshop partnership with SC Paderborn 07 football club, offering customized club merchandise through dedicated fanshop section on sport-saller.de
• SSV Jahn RegensburgminorChannel Partner/ Reseller/ DistributorOfficial fanshop partnership with SSV Jahn Regensburg football club, providing customized club merchandise through dedicated fanshop section
• DHLminorChannel Partner/ Reseller/ DistributorShipping and logistics partner for order fulfillment and delivery to customers
• Belboon GmbHminorGTM or Marketing PartnerAffiliate marketing partner for tracking sales and leads through partner referral network
• PayPalminorOthersPayment service provider enabling PayPal transactions for online purchases

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Adidas (DTC, Germany): Adidas operates a direct-to-consumer online and retail presence in Germany selling football boots, apparel, and team kit. As a key supplier whose products Sport Saller resells, Adidas DTC is also a direct competitor for the same consumer and amateur club buyer.
• SportScheck: SportScheck is one of Germany's largest multichannel sporting goods retailers (online plus physical stores), carrying football gear, team apparel, and equipment from major brands. It overlaps directly with Sport Saller's category mix and target buyer but at far greater scale and assortment breadth.
• Decathlon Germany: Decathlon operates its own private-label sporting goods model across all major sports including football, running, and team sports, both online and via large physical stores in Germany. Its private-label-first approach most closely mirrors Sport Saller's 'saller' brand strategy while competing on price and breadth.
• Intersport Germany: Intersport is a global sporting goods cooperative with a large German retailer footprint, offering football boots, team apparel, equipment, and licensed fan merchandise through both online and member-store channels. Comparable in assortment and target customer, with stronger brand and supplier leverage.
• Puma (DTC, Germany): Puma sells football boots, team apparel, and running footwear directly to German consumers through its own e-commerce and outlet channels. As both a key supplier and a competing brand-led channel, Puma DTC competes with Sport Saller for football and running buyers.

Direct peers

• 11teamsports: 11teamsports is a European team-sports specialist (football-focused) with custom team kit printing, bulk ordering for clubs, and an online storefront serving amateur and semi-professional clubs. It is the closest direct competitor to Sport Saller's team-club customization and bulk B2B motion.
• teamsport.de (Sportief): teamsport.de is a German online retailer specializing in team sports equipment, custom kits, and bulk ordering for amateur football clubs. It directly competes with Sport Saller for the same grassroots team and club buyer with similar customization and bulk capabilities.

Emerging players

• Engelbert Strauss: Engelbert Strauss is a German workwear and teamwear manufacturer/retailer with a strong own-brand identity, custom team outfitting capability, and direct-to-consumer online plus catalog channels. It competes for the same teamwear and custom outfitting buyer as Sport Saller.

Regional players

• Keller Sports: Keller Sports is a German online sporting goods retailer focused on running, football, and team sports apparel and footwear, carrying major brands plus its own product lines. It overlaps with Sport Saller's running and football footwear assortment at comparable price points.

Others

• Derbystar / SELECT Sports: Derbystar (owned by SELECT Sports) is a German football ball and equipment brand whose products Sport Saller resells (e.g., Bundesliga match balls). It is an adjacent brand/supplier rather than a retailer, but relevant context for Sport Saller's football equipment category.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/sport-saller

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 Sport Saller