What Adler Mannheim does

Adler Mannheim is a professional German ice hockey club competing in the PENNY DEL (Deutsche Eishockey Liga, Germany's top ice hockey league) and the Champions Hockey League (CHL), where it has qualified for the 2026/27 season. The club plays its home games at the SAP Arena in Mannheim, a multifunctional venue shared with the Rhein-Neckar Löwen handball team, and is legally organized as Die Adler Mannheim Eishockey Spielbetriebs GmbH & Co. KG, a German limited partnership (KG). The organization is managed by Matthias Binder (Managing Director) alongside Dallas Eakins (Sport Manager and Head Coach) and Daniel Hopp (Representative), with no external institutional ownership.

The club's revenue model is multi-stream and diversified across ticket sales (season tickets, single-game, group, away-game packages), merchandise (online fanshop at shop.adler-mannheim.de and physical WHISTLE Fanwear.Tickets retail), sponsoring and advertising (SAP, PENNY, Magenta Sport, Bitburger, MVV Energie), and VIP/hospitality packages at SAP Arena. Pricing is structured in tiers — including subscription season tickets, bundled CHL three-game packages, single-game transactions, and reduced-price categories for children, students, seniors, and disabled persons — and runs through the SAP Arena ticketing infrastructure, the Adler Fan App (iOS/Android) with integrated AdlerPay mobile payment by Bluecode, and direct call-center sales.

Adler Mannheim maintains an integrated digital ecosystem anchored by adler-mannheim.de, complemented by the Livecenter for real-time game statistics, Adler TV (YouTube), the Audiobeweis podcast in partnership with Radio Regenbogen, the Adler-Stream webradio, and a presence across Facebook, Instagram, Twitter/X, LinkedIn, TikTok, and Twitch. The club also operates the Jungadler youth development program, the Adler Mannheim Kids-Club, the Fanprojekt/Fanbeauftragte fan representative system, and the Adler helfen Menschen e.V. charitable foundation, which raised 52,264 EUR at the December 2025 Spiel der leuchtenden Herzen charity game and donated 35,000 EUR to Rosys Kids Corner. Customer segments span individual fans and families, corporate hospitality clients, sponsors, and charitable supporters, all served through a domestic, single-country go-to-market motion with global merchandise distribution via the online fanshop.

Name

Adler Mannheim

Legal name

Die Adler Mannheim Eishockey Spielbetriebs GmbH & Co. KG

Website

https://adler-mannheim.de

Company type

Private

Founded year

1938

Operating status

Operating

Headcount range

11–50 employees

Short description

Adler Mannheim is a professional German ice hockey club competing in the PENNY DEL and Champions Hockey League, playing home games at the SAP Arena in Mannheim. It generates revenue from ticket sales, merchandise, sponsorships, and VIP/hospitality while operating a youth academy and charitable foundation.

Ownership category

akta.pro rank

Product category

Professional Ice Hockey Club

NAICS

Sports Teams and Clubs (711211)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Ice Hockey Leagues (MPAKAAAE)

akta.pro secondary industries

Winter Sports Teams/Clubs (Ski, Snowboard, Bobsleigh, etc.) (MPAKABAI), Ice Rinks & Winter Sports Facilities (MPAKAEAG), Athlete & Team Sponsorship Deals (Official Partners, Jersey/Kit Sponsors) (MPAKALAA), Ice Hockey & Field Hockey Equipment Retail (CRAMAEAE)

Keywords

• Professional ice hockey
• Sports entertainment
• Season tickets
• Team merchandise
• Corporate hospitality

Headquarters

HQ city

Mannheim

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticket Sales: Revenue from single-game tickets, season tickets (Dauerkarten), group tickets, and away game tickets. Season ticket holders receive priority access to CHL bundle packages.
2. Merchandise Sales: Sale of jerseys, apparel, accessories through the online fanshop (shop.adler-mannheim.de) and physical WHISTLE Fanwear.Tickets retail location.
3. Sponsoring & Advertising: Partnership deals with sponsors including SAP (title sponsor for arena), PENNY (league sponsor), Magenta Sport, Bitburger, MVV Energie, and others. Includes banner placements and logo visibility.
4. VIP & Hospitality: Premium seating, corporate boxes, and hospitality packages for business clients attending games and events at SAP Arena.
5. Charitable Activities: Revenue-generating charity initiatives including the 'Spiel der leuchtenden Herzen' (Game of Glowing Hearts) and merchandise auctions that benefit Adler helfen Menschen e.V., supporting children's cancer charities.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels9 records

Core offering

Adler Mannheim is a professional German ice hockey club competing in the PENNY DEL (Deutsche Eishockey Liga) and the Champions Hockey League, offering live sports entertainment at SAP Arena in Mannheim. The club generates revenue from ticket sales (season tickets, single-game, group, and away game tickets), merchandise sales through the online fanshop and physical WHISTLE retail store, sponsorship and advertising partnerships, and VIP & hospitality packages for corporate clients.

Product overview

Adler Mannheim is a professional German ice hockey club competing in the PENNY DEL and Champions Hockey League (CHL). The organization's digital ecosystem consists of a core website (adler-mannheim.de) serving as the primary fan portal, complemented by the SAP Arena ticketing system for ticket sales, an official fan app for iOS/Android, and the Adler Mannheim Shop for merchandise. Additional digital touchpoints include Adler TV (YouTube channel), a podcast, and a dedicated web radio stream. The Livecenter provides real-time game statistics during matches. The club also operates charitable initiatives through Adler helfen Menschen e.V. and youth development programs via Jungadler and a Kids Club. The organization plays home games at the SAP Arena in Mannheim.

Differentiator

Problem solved

Functional benefit

Brands

• Adler helfen Menschen e.V. The charitable foundation of Adler Mannheim that supports pediatric cancer care and other social causes.
• Jungadler
• Adler Mannheim Kids-Club

Products and services

• PENNY DEL Season Tickets (Dauerkarten) Annual subscription season tickets granting access to all regular-season home games in the PENNY DEL (Deutsche Eishockey Liga). Season ticket holders receive priority access to CHL bundle pre-sales and exclusive benefits. Available with discounted pricing for minors, students, apprentices, seniors, and disabled persons.
• Single Game Tickets Individual game tickets for individual PENNY DEL and Champions Hockey League home games at SAP Arena. Available for purchase through the SAP Arena Ticket Shop with discounts for children, students, seniors, and disabled persons. Children's tickets (up to 12 years) require an accompanying adult ticket.
• Group Tickets Group ticket bookings for organized supporter groups, businesses, and community organizations attending Adler Mannheim home games at SAP Arena. Facilitated through Fanprojekt and Fanbeauftragte.
• Away Game Tickets Away game ticket packages for Adler Mannheim fans to attend matches played at other DEL venues, including organized supporter travel.
• Champions Hockey League Game Bundles (CHL Dreier-Bundle) Bundled ticket packages for three Champions Hockey League home games at the price of two, available to season ticket holders via exclusive pre-sale and to the general public. Game bundles provide access to European top-tier ice hockey competition at SAP Arena.
• VIP & Hospitality Packages Premium hospitality experiences including corporate boxes and VIP seating for business clients attending ice hockey games and corporate events at SAP Arena. Designed for client entertainment, business hosting, and corporate branding.
• Adler Mannheim Fanshop Merchandise Official merchandise including jerseys, apparel, and fan accessories sold through the online fanshop at shop.adler-mannheim.de and the physical WHISTLE Fanwear.Tickets retail location in Mannheim.
• Adler Mannheim Kids-Club Membership Children's fan club membership program offering exclusive activities, events, and benefits for young Adler Mannheim supporters and their families.
• Jungadler Youth Development Program Official youth ice hockey development program of Adler Mannheim, providing training and development pathways for young talent aspiring to professional ice hockey.
• Adler helfen Menschen e.V. Charitable Foundation Non-profit charitable foundation supporting children with cancer and families in need, operated by Adler Mannheim. Funded through special game events such as 'Spiel der leuchtenden Herzen' (Game of Glowing Hearts) and merchandise auctions.

Quantifiable outcome

• 52,264 Euro raised in single charity game event for children's cancer support
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

Feature3 records

Partnerships

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

• SAP ArenacoreStrategic or Co-development PartnerSAP Arena is the home venue for Adler Mannheim, a premier multifunction arena in Mannheim. The partnership provides state-of-the-art facilities for games and events, integrated ticketing services, and operational infrastructure. SAP serves as the title sponsor of the arena.
• SAPcoreGTM or Marketing PartnerSAP is both the title sponsor of SAP Arena and a direct sponsor of Adler Mannheim. The partnership includes logo visibility on team materials, banner placements, and integrated marketing activities across the SAP Arena ecosystem.
• PENNY (REWE Group)flagshipGTM or Marketing PartnerPENNY serves as the title sponsor of the Deutsche Eishockey Liga (DEL), Germany's top ice hockey league in which Adler Mannheim competes.
• Magenta SportcoreTechnology or IntegrationMagenta Sport is the official streaming and broadcasting partner for PENNY DEL games, providing live coverage and on-demand access to Adler Mannheim matches.
• Radio RegenbogenminorGTM or Marketing PartnerRadio Regenbogen serves as the official radio partner, providing live streaming of games (Adler-Stream) and co-producing the Audiobeweis podcast featuring Adler Mannheim content.
• Champions Hockey League (CHL)flagshipStrategic or Co-development PartnerAdler Mannheim qualified for the 2026/27 Champions Hockey League, competing against European top teams including Växjö Lakers, Skellefteå AIK, GKS Tychy, HC Davos, and others.
• BitburgerminorGTM or Marketing PartnerBitburger is a beverage sponsor with banner placements and advertising at SAP Arena.
• MVV EnergieminorGTM or Marketing PartnerMVV Energie is a regional energy sponsor with branding presence on Adler Mannheim communications.
• Adler helfen Menschen e.V.coreStrategic or Co-development PartnerThe charitable foundation 'Adler helfen Menschen e.V.' is supported by Adler Mannheim through fundraising events, merchandise auctions, and the 'Spiel der leuchtenden Herzen' charity game. The foundation supports children's cancer charities including Rosys Kids Corner.
• Jungadler MannheimcoreStrategic or Co-development PartnerJungadler Mannheim is the official youth development program of Adler Mannheim, providing training and development pathways for young ice hockey players.
• Universitätsklinikum MannheimminorOthersPartnership through Adler helfen Menschen e.V. for the donation of a Becken-Bein-Spule (pelvis-leg coil) for the pediatric MRT at the University Hospital Mannheim, benefiting cancer-affected children.
• Deutsche Leukämie-Forschungs-Hilfe-Aktion für krebskranke Kinder-OV Mannheim e.V.minorOthersCharitable partner contributing 16,500 Euro toward the Becken-Bein-Spule MRT equipment donation for pediatric cancer diagnostics.
• Förderverein Kinderonkologie MannheimminorOthersCharitable partner contributing 6,915 Euro toward the Becken-Bein-Spule MRT equipment donation for pediatric cancer diagnostics.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Grizzlys Wolfsburg: DEL club owned by Volkswagen. Comparable in leveraging a single corporate anchor sponsor (VW) while competing in the same league and CHL ecosystem as Adler Mannheim.
• EHC Red Bull München: DEL competitor backed by Red Bull with strong sponsorship portfolio, modern venue (Olympiaeisstadion), and similar CHL participation. Closely comparable revenue model anchored by ticketing, sponsorship, and merchandise.
• Växjö Lakers: Swedish Hockey League (SHL) club and 2026/27 CHL opponent of Adler Mannheim. Comparable top-tier European ice hockey franchise with strong youth development and corporate sponsor backing.
• ERC Ingolstadt: DEL competitor with comparable mid-sized market positioning, SAP-style arena infrastructure (SATURN-Arena), and similar sponsorship-driven business model.
• Eisbären Berlin: Direct DEL competitor and one of Germany's most successful ice hockey clubs. Comparable on-ice product, German league participation, and SAP-Arena-level venue (Mercedes-Benz Arena), and overlapping corporate sponsor universe.
• Straubing Tigers: DEL club operating from a smaller Bavarian market. Comparable club-level operating structure and revenue mix centered on tickets, hospitality, and regional sponsors.
• Kölner Haie: Historic DEL club from Cologne. Comparable fan-base scale, sponsorship structure, and reliance on a major urban arena, competing with Adler Mannheim for German ice hockey market share.
• Skellefteå AIK: Top Swedish club and 2026/27 CHL opponent. Comparable professional ice hockey operations, youth academy structure, and CHL-driven European competition calendar.
• HC Davos: Swiss National League club and CHL participant. Comparable in operating a multi-revenue-stream hockey franchise (ticketing, sponsorship, hospitality) within a smaller national market.

Others

• SAP Arena Betriebsgesellschaft (Arena Operator): Operator of SAP Arena, the shared home venue. Not a competing team but a strategic ecosystem partner and, given Daniel Hopp's role across both entities, an enabling infrastructure counterparty for Adler Mannheim's matchday revenue.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/adlermannheim
• YouTubeyoutube.com/user/DieAdlerMannheimTV
• Facebookfacebook.com/dieadlermannheim
• LinkedInlinkedin.com/company/adler-mannheim
• Instagraminstagram.com/adlermannheim_official
• TikToktiktok.com/@adlermannheim_official

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 Adler Mannheim