Goldene Generation

What Goldene Generation does

Goldene Generation GmbH is a privately held, Dortmund-based marketing and creative communications agency founded in 2010. The firm operates a two-division structure: a Sports unit focused on Bundesliga and football sponsorship activation, and a Non-Sports unit established in 2019 that serves corporate, industrial, and consumer clients across Germany. Its service portfolio spans strategy and concept development, graphic design, web development, social media management, digital advertising, video and animation production, event management, drone shows, and editorial/content production. Clients include major German enterprises such as PUMA, SIGNAL IDUNA, BarmeniaGothaer, Hankook Reifen, Wilo, Bitburger, Aral/BP, Kyocera, and Eurowings, alongside public-sector and NGO engagements including Stadt Dortmund (UEFA Euro 2024 host city) and VDV.

The company builds proprietary software artifacts for specific clients alongside agency services: the PUMA evo 2.0 ticket-management tool for sponsor-contingent allocation across clubs and competitions; the Hankook Masters website builder with automated SEO generation from tagged master data; and the MyWellness intranet with a proprietary Process CMS supporting 14 branches with role-based access and external system integration. Drone-show production is operationalized through a long-term partnership with SHOWMATRIX (announced May 2024) and video partner FYNAL, with deployments including a 600-drone Barmenia championship show and the Hankook iON product launch. Generative AI is used selectively for campaign imagery and AI-driven client projects.

Goldene Generation earns revenue primarily through project-based professional services — creative concept development, campaign execution, event management, digital advertising, sponsorship activation, and custom software build — delivered to enterprise clients on long-term agency relationships, with some engagements spanning 10+ years. It maintains regional offices in Frankfurt, Essen, Duisburg, Düsseldorf, and Bochum beyond its Dortmund headquarters (Hafenpromenade 1-2). The company is management-owned, with three Geschäftsführer (Markus Christmann, Ibi Michel, Konstantin Kleine), no disclosed external funding, and no parent company. It is privately held (Goldene Generation GmbH) and does not publish revenue or financial statements.

Name

Goldene Generation

Legal name

Goldene Generation GmbH

Website

https://goldene-generation.de

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Goldene Generation is a Dortmund-based creative and marketing agency founded in 2010 that activates sponsorships, runs digital campaigns, produces events including drone shows, and builds bespoke digital tools for major German enterprise brands in sports, insurance, automotive, and industrial sectors.

Ownership category

akta.pro rank

Product category

Marketing Agency Services

NAICS

Arts, Entertainment, and Recreation (71)

SIC

Services-Mailing, Reproduction, Commercial Art & Photography (7330), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Athletics Events, Game Operations & Ticketing (EDALAIAK)

akta.pro secondary industry

Cause, Community & CSR-Linked Sports Partnerships (Foundations, Youth Programs) (MPAKALAJ)

Keywords

• Sponsorship activation
• Online marketing
• Creative communication
• Drone shows
• Brand activation

Headquarters

HQ city

Dortmund

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Marketing Agency Services: Project-based professional services including creative concept development, campaign execution, event management, digital advertising, web development, graphic design, and sponsorship activation for enterprise clients.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels7 records

Core offering

Goldene Generation is a Dortmund-based marketing and communications agency that delivers sponsorship activation, online marketing, creative communication, and event services for enterprise clients across sports (notably football) and non-sports industries. The agency combines strategic consulting, creative concept development, digital advertising, web development, video production, social media management, and drone show execution. They also develop bespoke digital tools such as ticket management systems, partner website builders, and intranet platforms tailored to individual client needs.

Product overview

Goldene Generation is a marketing and communications agency specializing in sponsorship activation, online marketing, and creative communication. The company operates a two-division structure covering Sports (sponsorship activation) and Non-Sports (all industries) sectors, having established a dedicated Non-Sports unit in 2019. Their core service offering combines strategic consulting, event management, digital marketing, and production capabilities. Core competencies include: Kreation & Konzeption (Strategy & Concept), Webentwicklung (Web Development), Social Media, Promotions, Veranstaltungen (Events), Redaktion (Editorial), Digital Advertising, Corporate Identity, Animation, Bewegtbild-Produktion (Video Production), Fotoshootings (Photography), Operative Umsetzung (Operational Execution), and Werbemittelgestaltung (Promotional Materials). The company also develops custom software solutions for clients including ticket management systems, partner website builders, and intranets with process CMS. They offer drone light show services as a specialized event capability. Services are delivered through their headquarters in Dortmund and regional offices in Bochum, Düsseldorf, Duisburg, Essen, and Frankfurt.

Differentiator

Problem solved

Functional benefit

Products and services

• Sponsorship Activation & Online Marketing Agency Services Core full-service agency offering combining strategic consulting, creative concept development, digital advertising, social media management, web development, event management, video production, graphic design, and sponsorship activation for enterprise clients across sports and non-sports sectors.
• Drone Shows Spectacular choreographed drone light shows for corporate events, celebrations, product launches, and stadium activations. Includes storyboard development, regulatory permits, and on-site execution in collaboration with drone show partner SHOWMATRIX.
• PUMA evo 2.0 Ticket Management Tool Custom-developed compliance-secure ticket management and allocation system for sports organizations. Manages sponsor ticket contingents across sports categories and clubs with competition definitions, templates, role-based rights management, invoice generation, and automatic reminders.
• Hankook Masters Partner Website Builder Custom website construction kit enabling Hankook Masters partners to self-service build responsive, brand-compliant, SEO-optimized dealer websites with automated SEO elements (headlines, alt texts, meta descriptions, body texts) generated from tagged master data.
• MyWellness Intranet with Process CMS Scalable intranet platform with proprietary web-based process CMS for MyWellness. Includes role-based access, branch-specific filtering, newsroom, calendar, routines, inventory, and external system integrations, deployed across 14 locations.

Quantifiable outcome

• Nine-digit reach (hundreds of millions) generated for Barmenia championship campaign
• +4 more outcomes

Named customers14 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

AI capability2 records

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• SHOWMATRIXcoreTechnology or Integration · 18 May 2024Long-term drone show partner for spectacular light displays. Collaborated on multiple drone shows including Barmenia championship celebration (600 drones), PROGAS 75th anniversary, and Hankook iON product launch.
• FYNALcoreStrategic or Co-development PartnerVideo production partner for drone shows and campaign clips. Produced recap videos for Barmenia championship campaign, PROGAS event, and Hankook promotional materials.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Pilot (Pilot Group): German digital-first agency group combining media, data and creative for enterprise clients; overlaps with Goldene Generation in digital advertising and campaign execution with greater scale.
• Serviceplan Group: Largest independent German agency group offering full-service creative, digital and media across multiple verticals; competes with Goldene Generation for enterprise marketing mandates, though not specialized in sports sponsorship activation.
• Scholz & Friends: Established German creative agency group delivering integrated campaigns across corporate, brand and digital; competes for similar enterprise budgets as Goldene Generation with a broader geographic footprint.
• Jung von Matt: Top-tier German creative agency with award-winning sports and brand campaigns; overlapping client roster in German enterprise marketing but broader portfolio and significantly larger headcount.

Direct peers

• SPORTFIVE: Leading global sports marketing and sponsorship-rights agency operating in football and other sports; directly comparable to Goldene Generation's sponsorship-activation, club-marketing and event-execution work, but at significantly larger scale.
• Zum Goldenen Hirschen: Independent German creative and communications agency with strong B2B and brand-activation capabilities; comparable mid-size positioning in the German agency landscape with full-service offering similar to Goldene Generation.
• Heimat: Berlin-based independent agency with strong creative reputation and integrated campaign capabilities; comparable in offering mix (creative, digital, production) and enterprise-targeting to Goldene Generation.
• Infront Sports & Media: International sports marketing and media-rights company with deep football sponsorship activation expertise; comparable service scope (creative, digital, event activation) and overlapping client base in European football.
• Antoni: Berlin-based creative agency with strong enterprise and consumer brand work; comparable mid-sized independent agency profile competing in the German creative/digital activation space.
• Grabarz & Partner: Hamburg-based independent creative agency known for brand campaigns and activation; comparable mid-sized independent profile serving German enterprise clients across B2B and B2C.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/gogedo
• Facebookfacebook.com/GoldeneGeneration
• LinkedInlinkedin.com/company/goldenegeneration
• Instagraminstagram.com/goldenegeneration
• TikToktiktok.com/@goldene.generation

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Goldene Generation