mm sports

What mm sports does

mm sports GmbH is a Munich-based, privately held sports business consultancy founded in 2006 that advises sports federations, leagues, clubs, and corporate partners on business development, rights monetization, digital marketing, sponsorship activation, and the bidding for and delivery of major international sports events. The firm operates a professional services portfolio rather than a software platform, with seven core offerings: Sports Business Consulting, Digital Asset Consulting, FIFA Fan Festival Services, Bidding Process Support, Partnership Development & Activation, Sports Major Events Consulting, and the newer mm sports padel sub-brand for padel tournament organization.

Revenue is generated through project-based advisory and consulting fees negotiated per engagement, with no public pricing disclosed. Go-to-market is sales-led and relationship-driven: senior consultants engage directly with C-level executives at sports governing bodies and clubs, supported by presence at industry events such as the Spielmacherkonferenz, a LinkedIn presence, and a project portfolio website. The firm has been a strategic service provider to FIFA Fan Festivals at every World Cup since 2006 (covering ~40 million cumulative attendees across ~60 cities), and has supported successful German bids for UEFA Women's EURO 2029, EHF Women's EURO 2030, and the 2027 IIHF Ice Hockey World Championship. The company has no proprietary technology platform, no AI/ML capabilities, and no external funding; ownership rests with three Managing Directors (Gregor Lentze, Stefan Schuster, Daniel Battistel).

Name

mm sports

Legal name

mm sports GmbH

Website

https://mm-sports.eu

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

mm sports is a Munich-based sports business consultancy advising federations, leagues, clubs, and brands on rights monetization, sponsorship activation, digital marketing, and major event bidding/delivery. It serves as long-standing FIFA Fan Festival partner and recently expanded into padel via a 2025 joint venture.

Ownership category

akta.pro rank

Product category

Sports Marketing Consulting

NAICS

Promoters of Performing Arts, Sports, and Similar Events (7113)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Sports Business Consulting & Advisory (Strategy, Valuation, Due Diligence) (MPAKAKAL)

akta.pro secondary industry

Sports Compliance, Governance & Integrity Services (Safeguarding, Anti-Doping, Match Integrity) (MPAKAKAM)

Keywords

• Sports marketing consulting
• Rights monetization advisory
• Sponsorship activation services
• Sports event bidding support
• Digital asset consulting

Headquarters

HQ city

Munich

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Strategic Consulting Services: Advisory and consulting fees for business development, rights monetization, and digital marketing services. Project-based engagements with sports federations, leagues, and clubs.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

mm sports is an independent international consulting firm in the commercial sports sector that advises clients on business development, marketing and media rights monetization, sponsorship activation, digital marketing strategy, and the full lifecycle of major sports events from bid preparation through concept development and delivery. Its services include Digital Asset Consulting for rights holders, FIFA Fan Festival project management, bidding process support for international championships, partnership development and activation, and padel tournament organization through its mm sports padel GmbH subsidiary.

Product overview

mm sports is a consulting company offering advisory services in the commercial sports sector, not a software product company. The portfolio consists of professional service offerings: Sports Business Consulting provides business development and rights marketing advisory; Digital Asset Consulting supports digital marketing strategies; FIFA Fan Festival Services delivers comprehensive project management for FIFA World Cup fan festivals; mm sports padel (a subsidiary) organizes professional padel tournaments in Germany; Bidding Process Support assists federations with international event bids; and Partnership Development & Activation manages sports-commercial partnerships. These are consulting and event management services, not software products or platforms.

Differentiator

Problem solved

Functional benefit

Brands

• mm sports padel: Professional padel event organization subsidiary focused on establishing padel as recreational and professional sport in Germany, operated as joint venture with PadelCity and DAH Beteiligungs GmbH.

Products and services

• Sports Business Consulting Advisory services supporting sports organizations in business development, rights marketing, and strategic planning within the commercial sports sector. Targeted at international and national sports federations, leagues, and clubs seeking strategic guidance.
• Digital Asset Consulting Strategic consulting for digital marketing optimization, helping rights holders advance their digital commercialization strategies. Engagements include VfL Wolfsburg and BBL (Basketball Bundesliga) projects across digital marketing and content monetization.
• FIFA Fan Festival Services Comprehensive project management and strategic consulting for FIFA Fan Festivals at World Cup events, covering overall strategy, rights and marketing concepts, event manuals, infrastructure management, and venue operations. Audience includes FIFA, host cities, broadcasters, and sponsors of FIFA's largest fan-engagement platform.
• mm sports padel Organization and event management of professional padel tournaments in Germany, jointly founded with PadelCity and DAH Beteiligungs GmbH to establish padel as a recreational and professional sport. Responsible for the CUPRA Germany Premier Padel P2 tournament series starting in Düsseldorf.
• Bidding Process Support Strategic and conceptual support for international sports event bidding procedures, including DFB UEFA Women's EURO 2029 bid, EHF Women's EURO 2030 (France-Belgium joint bid), and DEB 2027 IIHF Ice Hockey World Championship (Düsseldorf and Mannheim).
• Partnership Development & Activation Development and holistic implementation of partnerships between sports organizations and commercial partners, including cooperation between Deutsche Eishockey Liga (PENNY DEL) and Deutsche Krebshilfe for health awareness campaigns, and the 50th anniversary Social Week 2024 campaign coordination across multiple sports leagues.
• Sports Major Events Consulting End-to-end advisory from bid application phase through concept development to successful organization and implementation of major international sports events, supporting federations and governing bodies across the full event lifecycle.

Quantifiable outcome

• Nearly 40 million cumulative FIFA Fan Festival attendance since 2006
• +3 more outcomes

Named customers12 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered major and core.

• PadelCitymajorStrategic or Co-development Partner · 1 January 2025Joint venture partner in mm sports padel GmbH. Founded 2022 by FC Barcelona head coach Hansi Flick, entrepreneur Jonathan Sierck, and investors Marcus Englert and Sebastian Weil. With 20 facilities and over 100 courts, PadelCity is the largest padel sports provider in Germany. Goal: establish padel as recreational and professional sport in Germany.
• DAH Beteiligungs GmbHmajorStrategic or Co-development Partner · 1 January 2025Joint venture partner in mm sports padel GmbH. Investment vehicle of the Hopp family of entrepreneurs making direct investments in growth companies and venture capital in commercial sport. Portfolio continuously developed.
• Lentze Stopper RechtsanwältecoreStrategic or Co-development PartnerLong-standing cooperation partner and office partner. Specialized sports law firm offering legal services in professional and amateur sports contexts including major international events, associations, federations, leagues, clubs, corporations, and athletes. Shared office space at Widenmayerstrasse 28, Munich.
• LOBECOmajorStrategic or Co-development PartnerPartnership creating customized offering for sports rights holders. LOBECO provides services in consulting, content & creation, performance marketing, sponsorship & marketing, digital innovation, and data analytics with over 130 employees across Munich, Zurich, Shanghai, and Berlin offices. Together offering sports federations, clubs, and companies support through digital transformation.
• DeltatremajorStrategic or Co-development PartnerWorld's leading provider of digital fan experiences offering OTT streaming, websites and apps, graphics, data, officialisation systems, user experience and product design. Stefan Schuster serves as strategic advisor to Deltatre Group and Chairman of Supervisory Board of Sportec Solutions AG (joint venture between DFL and Deltatre).

Scale indicators5 records

Expansion highlights5 records

Direct peers

• Two Circles: Two Circles is a sports-focused data and consulting firm working with rights holders on fan monetization, digital strategy and commercial growth. It competes for the same Digital Asset Consulting-type mandates that mm sports delivers to clubs and leagues.
• Fifteen Group: Fifteen Group is a London-based sports and entertainment consultancy serving federations, leagues and brands on commercial strategy, digital transformation and event advisory — closely mirroring mm sports' service portfolio and target clients.
• TEAM Marketing: TEAM Marketing is a Swiss sports marketing agency best known for long-standing UEFA club competition commercial rights. It is a direct competitor for pan-European federation mandates and overlaps with mm sports in football rights, sponsorship packaging and digital commercialization.
• Infront Sports & Media: Infront is a leading international sports marketing company with rights-holding, media, sponsorship and event-management capabilities. It is referenced in mm sports' own DSV engagement (media-rights contract extension) and competes for the same federation and league mandates in winter and summer sports.
• CSM Sport & Entertainment: CSM is a global sport and entertainment consultancy delivering sponsorship, strategy and event services to federations, brands and rights holders. It competes head-to-head with mm sports for federation consulting and major-event support mandates.
• SPORTFIVE: SPORTFIVE (formerly Lagardère Sports) is a Hamburg-based global sports marketing and rights agency offering consulting, sponsorship sales, media rights and event services. It directly competes with mm sports for federation, league and club mandates across football and other sports in Europe and beyond.
• Octagon: Octagon is a global sports marketing agency providing consulting, athlete management, sponsorship and event services. It overlaps directly with mm sports in sponsorship activation, rights advisory and event consulting for federations, leagues and brands.

Others

• Deltatre: Deltatre is a leading provider of digital fan experiences (OTT, apps, graphics, data) and a named strategic partner of mm sports (with Stefan Schuster on its advisory board). It is an ecosystem partner and adjacent rather than a direct competitor to mm sports' advisory business.
• Sportradar: Sportradar is a global sports data and technology company serving leagues, federations and media companies. It is adjacent rather than directly competitive, but increasingly bundles data-led commercial advisory into rights-holder offerings that compete for the same consulting budget mm sports targets.

Broad incumbents

• IMG (Endeavor): IMG, part of Endeavor, is one of the largest global sports and entertainment groups spanning events, media rights, talent management and consulting. It does not focus on mm sports' German niche but is a frequent competitor for large international federation and event mandates.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/mm-sports-gmbh
• Xx.com/mmsportsmunich

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries1 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 mm sports