What Eisbären Berlin does

Eisbären Berlin is a professional ice hockey franchise based in Berlin, Germany, competing in the PENNY-DEL (Deutsche Eishockey Liga), the country's top-tier professional hockey competition. The club traces its history to 1954 (originally SC Dynamo Berlin) and operates today under the legal entity EHC Eisbären Management GmbH, with Thomas Bothstede serving as Geschäftsführer. It plays home games at the Uber Arena (also known as Mercedes-Benz Arena Berlin), a 14,000-16,000-seat flagship indoor venue operated by Anschutz Entertainment Group (AEG). The franchise has won 12 German championships in the DEL era (2005, 2006, 2008, 2009, 2011, 2012, 2013, 2021, 2022, 2024, 2025, 2026), plus 14 DDR-Oberliga titles under its predecessor and a European Trophy (2010).

The club's commercial offering centers on six integrated revenue streams: ticket sales (Einzeltickets, Dauerkarten), premium and VIP hospitality (Polar Lounge, event suites), merchandise (via eisbaeren-shop.de and physical fanshops), sponsorship and partnerships (main sponsor GASAG since 1994, premium partners including Uber, PENNY, Liqui Moly, Sparda Bank, Caparol, Jeep/König, BurgerMeister, Karls, Sonnenschutz.de, B.E.S.T., and Bundespolizei), fan memberships (Kids Club at €30/season, Club 1954, NEXTGENClub), and revenue from participation in international competitions (CHL, European Trophy, Spengler Cup). Distribution runs through a direct-to-consumer model via eisbaeren.de, Ticket-Onlineshop, Uber Arena box office, and a dedicated Business Partnerships sales team.

Beyond the on-ice product, Eisbären Berlin maintains a multi-channel fan engagement stack spanning social media (Facebook, Instagram, BlueSky, WhatsApp), broadcast (Magenta Sport partner, Eisbärenradio on Twitch), digital matchday program, liveticker, and community programs including Eisbären-Juniors youth development, Kids Club events, and charity initiatives. Six jersey numbers are retired (#11 Felski, #14 Ustorf, #19 Beaufait, #20 Pederson, #27 Walker, #72 Zepp), reflecting the club's emphasis on heritage as a brand asset. The current roster comprises approximately 26-30 players across goalkeepers, defenders, and forwards, supplemented by coaching, support, and medical staff.

Name

Eisbären Berlin

Legal name

EHC Eisbären Management GmbH

Website

https://eisbaeren.de

Company type

Private

Founded year

1954

Operating status

Operating

Headcount range

11–50 employees

Short description

Eisbären Berlin is a Berlin-based professional ice hockey franchise competing in Germany's top-tier PENNY-DEL, playing home games at the Uber Arena. It generates revenue from ticket sales, premium hospitality, merchandise, sponsorships, fan memberships, and international competition participation, serving individual fans, corporate partners, and youth development programs.

Ownership category

akta.pro rank

Product category

Professional Ice Hockey / Sports Entertainment

NAICS

Sports Teams and Clubs (711211)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Ice Hockey & Field Hockey Equipment Retail (CRAMAEAE)

akta.pro secondary industry

Specialty Membership Clubs (Category-Focused) (CRAEADAI)

Keywords

• Professional ice hockey
• Sports entertainment
• Game tickets
• Team merchandise
• Fan membership

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. Ticket Sales: Direct ticket sales to consumers for home games, including single-game tickets (Einzeltickets), season tickets (Dauerkarten), and premium/VIP hospitality seating. Tickets sold via ticket-onlineshop.com and at the Uber Arena box office.
2. Premium & Hospitality: Premium seat, event suite, and VIP hospitality packages sold to corporate clients and individuals, including the Polar Lounge and event suites at Uber Arena.
3. Merchandise & Fan Shop: Sale of official Eisbären fan merchandise through the online shop (eisbaeren-shop.de), team store, and physical fanshops in Berlin. Includes fan articles, gifts, and winner bonuses.
4. Sponsorship & Partnerships: Revenue from main sponsor (GASAG), premium partners, standard partners, Kings Club members, NEXTGEN Club members, equipment supplier (Warrior), and business memberships. Includes naming rights for the Uber Arena and various in-arena branding opportunities.
5. Kids Club Membership: Annual membership fees from the Eisbären Kids Club for young fans aged 0-18, priced at €30 per season, generating engagement and future fan loyalty.
6. Champions Hockey League (International Competitions): Revenue from participation in international competitions including the CHL, European Trophy, and other tournaments, generating gate receipts, broadcasting rights, and international brand exposure.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels11 records

Core offering

Eisbären Berlin is a professional ice hockey club competing in Germany's PENNY-DEL league, operating from the Uber Arena in Berlin. The club sells single-game tickets, season tickets (Dauerkarten), premium/VIP hospitality packages, and group tickets directly to fans. It also operates an official merchandise e-commerce shop (eisbaeren-shop.de) and physical team store, while generating revenue through corporate sponsorships, premium partnerships, fan memberships (Club 1954, Kids Club, NEXTGENClub), and participation in international competitions.

Product overview

Eisbären Berlin is a professional ice hockey club based in Berlin, Germany, competing in the PENNY-DEL (German Ice Hockey League). The organization offers a portfolio of fan engagement products including single-game tickets, season tickets (Dauerkarten), premium hospitality experiences (Premium & VIP packages, Event Suite, Premium Seat), group packages, gift vouchers, and the Club 1954 membership program. The club operates the Eisbären Kids Club for young fans aged 0-18, the NEXTGENClub for youth engagement, and maintains a merchandise e-commerce platform (Eisbären Shop) and physical team store. Additional offerings include a digital matchday program, live ticker services, and Eisbärenradio broadcast content. The organization is managed by EHC Eisbären Management GmbH and plays home games at the Uber Arena.

Differentiator

Problem solved

Functional benefit

Brands

• Eisbären Kids Club: Official fan club for young Eisbären fans aged 0-18 years, offering membership benefits including exclusive events, stadium experiences, and merchandise discounts.
• CLUB 1954
• Eisbären Juniors

Products and services

• Einzeltickets (Single Game Tickets) Individual game tickets for Eisbären Berlin home matches at the Uber Arena, sold through the Ticket-Onlineshop platform.
• Dauerkarten (Season Tickets) Full-season ticket packages granting access to all regular season home games at the Uber Arena, with multiple pricing tiers including Premium options.
• Premium & VIP Hospitality Premium seating, event suites, and VIP hospitality packages offering exclusive access, catering, and enhanced game viewing experiences at Uber Arena.
• Polar Lounge Premium hospitality lounge experience at Uber Arena offering food, beverages, and exclusive viewing areas during home games.
• Gruppenangebote (Group Packages) Group ticket packages designed for corporate events, school groups, and fan clubs attending Eisbären Berlin home games at the Uber Arena.
• Gutscheine (Gift Vouchers) Gift vouchers available for purchase that can be redeemed for Eisbären Berlin tickets or merchandise.
• Club 1954 Official supporters club membership program for dedicated Eisbären Berlin fans, providing exclusive benefits and early access to ticket sales.
• Eisbären Kids Club (Bully #01) Official fan club for children aged 0-18, priced at €30 per season. Includes welcome package (T-shirt, stickers, badge, puzzle book, player greeting), Kids Club ID with lanyard, 10% merchandise discount, access to Kids Club Suite at €15 per game, Kids Club events, player meet-and-greets, zamboni rides, arena tours, PlayStation tournament entries, and exclusive newsletter.
• NEXTGENClub Youth-focused membership program providing exclusive experiences and engagement opportunities for young Eisbären Berlin supporters.
• Eisbären Fan Shop / Team Store Official merchandise store selling jerseys, apparel, accessories, and souvenirs both online at eisbaeren-shop.de and at the physical team store inside the Uber Arena.

Quantifiable outcome

• 11 German championships since the DEL era (2005, 2006, 2008, 2009, 2011, 2012, 2013, 2021, 2022, 2024, 2025, 2026)
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

20 partnerships are on record, tiered main sponsor (hauptsponsor), core, minor, premium and partner.

• GASAGmain sponsor (hauptsponsor)GTM or Marketing PartnerGASAG is the main sponsor (Hauptsponsor) of Eisbären Berlin. As a Berlin-based energy company with over 170 years of history, GASAG has supported the club since 1994 — one of the longest-running sponsor relationships in German ice hockey. GASAG also supports the Eisbären Kids Club and the club's sustainability initiatives. Contact: Birgit Jammes (Sponsoringreferentin).
• PENNYcoreGTM or Marketing PartnerPENNY is a premium partner of Eisbären Berlin and the naming sponsor of the PENNY-DEL (Deutsche Eishockey Liga). As a major German discount retailer, PENNY supports the club at the league level and as a partner.
• UbercoreGTM or Marketing PartnerUber is a premium partner providing ride-sharing and mobility services to Eisbären Berlin fans attending games at the Uber Arena. The arena itself is named after Uber (Uber Arena), representing a significant naming rights and partnership arrangement.
• Warrior (Equipment Supplier)coreStrategic or Co-development PartnerWarrior is the official outfitter (Ausstatter) of Eisbären Berlin, providing the team's equipment including sticks, gloves, and protective gear. The Warrior Development Camp is run in cooperation with the LA Kings.
• BundespolizeiminorGTM or Marketing PartnerBundespolizei (Federal Police) is a premium partner of Eisbären Berlin.
• B.E.S.T.premiumGTM or Marketing PartnerB.E.S.T. is a premium partner and also a Kings Club member. B.E.S.T. appears across multiple partner tiers.
• BurgermeisterpremiumGTM or Marketing PartnerBurgermeister is a premium partner and Berlin-based burger restaurant chain.
• CaparolpremiumGTM or Marketing PartnerCaparol is a premium partner, a leading German paint and coatings manufacturer.
• Jeep / Autohaus KönigpremiumGTM or Marketing PartnerAutohaus König is a premium partner, providing Jeep vehicles and automotive services.
• Karls ErdbeerhofpremiumGTM or Marketing PartnerKarls Erdbeerhof is a premium partner, a well-known German agricultural and leisure park brand.
• Liqui MolypremiumGTM or Marketing PartnerLiqui Moly is a premium partner, a German motor oil and additives company.
• Sonnenschutz.depremiumGTM or Marketing PartnerSonnenschutz.de is a premium partner and also a Kings Club member.
• Sparda BankpremiumGTM or Marketing PartnerSparda Bank is a premium partner, a German cooperative bank.
• Anschutz Entertainment Group (AEG)coreStrategic or Co-development PartnerAEG operates the Uber Arena (Mercedes-Benz Arena Berlin) and owns/manages the venue. AEG Europe is the data controller for venue operations. The arena is the home of Eisbären Berlin. AEG manages the stadium naming rights and venue operations.
• LA Kings (Warrior Development Camp)minorStrategic or Co-development PartnerLA Kings collaborate with Eisbären Berlin on the Warrior Development Camp, bringing North American ice hockey training methodology and youth development opportunities.
• DB Sparpreis Gruppe (Deutsche Bahn)partnerGTM or Marketing PartnerDeutsche Bahn is a partner providing rail travel options for away games ('Auswärts mit der Bahn'), facilitating fan travel to away matches.
• Magenta SportcoreGTM or Marketing PartnerMagenta Sport is the broadcasting partner for Eisbären Berlin DEL games, streaming matches and providing coverage of the team.
• Berlin DungeonminorGTM or Marketing PartnerBerlin Dungeon is a partner and Berlin-based tourist attraction.
• Leonardo HotelsminorGTM or Marketing PartnerLeonardo Hotels is a partner providing hotel accommodation services, relevant for away teams and traveling fans.
• FleesenseeminorGTM or Marketing PartnerFleesensee is a partner, a resort and leisure destination in Germany.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• EHC Red Bull München: EHC Red Bull München is a DEL rival backed by Red Bull, with multiple recent championships. Operates in a major German market (Munich) and competes directly with Eisbären Berlin for league titles, top players, and sponsorship share.
• Straubing Tigers: Straubing Tigers is a DEL competitor with a similar operational model — tickets, sponsorships, merchandise — competing in the same league for players, fans, and broadcast attention.
• Kölner Haie: Kölner Haie is a historic DEL club from Cologne with similar brand heritage, large metropolitan market, and comparable revenue model (tickets, sponsorships, merchandise). Direct league competitor with overlapping fan demographics.
• Augsburger Panther: Augsburger Panther is a DEL club operating in a similar mid-sized German market with a comparable mix of ticket, sponsorship, and merchandise revenue. Direct league competitor with similar franchise scale.
• Grizzlys Wolfsburg: Grizzlys Wolfsburg is a DEL competitor owned by Volkswagen, with a comparable franchise model combining corporate sponsorship, ticketing, and merchandise. Direct league rival with similar scale and operational profile.
• Adler Mannheim: Adler Mannheim is a fellow DEL founding member and one of Germany's most successful ice hockey franchises, with multiple championships and a comparable arena (SAP Arena). Direct competitor in the DEL with similar revenue model across tickets, sponsorships, and merchandise.
• Düsseldorfer EG: Düsseldorfer EG (DEG) is a historic DEL club with comparable championship history and metropolitan market (Düsseldorf). Direct competitor with similar ticketing, sponsorship, and merchandise revenue streams.
• ERC Ingolstadt: ERC Ingolstadt is a DEL club competing in the same league with a similar business model (tickets, sponsorships, hospitality). Direct peer with comparable operational scale and revenue mix.

Others

• Anschutz Entertainment Group (AEG): AEG operates the Uber Arena, Eisbären Berlin's home venue, and is a structural ecosystem participant — not a competitor but a key commercial partner whose venue management, naming rights, and event scheduling directly affect Eisbären's matchday economics.
• LA Kings (NHL): The LA Kings are an NHL franchise with a documented co-development partnership with Eisbären Berlin via the Warrior Development Camp. While not a direct competitor, they represent an international peer in the same sport with comparable franchise structure, premium-hospitality focus, and brand-equity dynamics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/eisbaeren_b
• Facebookfacebook.com/eisbaeren
• Instagraminstagram.com/eisbaerenberlin

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Eisbären Berlin