GID Projects

What GID Projects does

GID Projects is a German sports marketing and event management agency headquartered in Neuss, operating as GID-Projects GmbH & Co. KG. The company focuses exclusively on running events and brand activation, organizing approximately 18 own running events per year and supporting roughly 12 additional events as a service partner. Its service portfolio is organized into three pillars: Brand Support (brand ambassador programs, activation tools, event execution, content creation, and project staffing), Race Support (timing and participant management, graphics, merchandise production including medals and shirts, sound and moderation, equipment, finish-line supply, and personnel), and Race Creator (full-service creation of branded running events from planning and marketing through digital participant management and on-site infrastructure).

The company serves enterprise clients primarily in the sports apparel, outdoor, and broader consumer brand sectors. Named reference clients include PUMA, Zalando, Mizuno (an 18-year continuous relationship), Brooks (with 500+ retail deployments), Saucony, Timberland, Hummel, Berghaus, Altra, and Speedo, alongside non-endemic clients such as SPORT 2000, WDR (Die Maus), OACE, and Leonardo Hotels. Beyond client services, GID operates proprietary event IP including the Offline Läufe portfolio (Mittsommerlauf, Halloween Run, Neujahrslauf, Ruhrseen Halbmarathon, and others) and two distinct branded initiatives: Weltläufer Kids, an educational running program for children aged 4–12, and Lauf weiter, a digital decentralized running concept extending the business into remote participation.

The revenue model is professional-services-based with project fees quoted individually (no public pricing), supplemented by participant registration income and sponsorship from self-organized events. Go-to-market is a combination of direct enterprise field sales, event-driven thought leadership (including presentations at SPOBIS), and content-driven inbound via case studies. The company is founder-led by Managing Director André Fenner through the personally liable general partner GID Verwaltungs GmbH, with no disclosed institutional ownership or external funding.

Name

GID Projects

Legal name

GID-Projects GmbH & Co. KG

Website

https://gid-projects.de

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

GID Projects is a German sports marketing and event agency specializing in running events, brand activation, and experiential marketing. It serves enterprise clients such as PUMA, Zalando, Mizuno, and Brooks, while also organizing its own portfolio of 18+ annual running events across Germany.

Ownership category

akta.pro rank

Headquarters

HQ city

Neuss

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Race Support Services: Comprehensive services for running events including timing and participant management, sound and moderation, event equipment, medal and shirt production, goal supply, and staffing. Offered as individual service modules or complete packages.
2. Race Creator (Full Event Creation): End-to-end creation and execution of branded running events. Includes planning, marketing, digital participant management, merchandise production, and technical infrastructure. Revenue generated through project-based fees for complete event conceptualization and delivery.
3. Brand Support Services: Brand Ambassador programs, activation tools, event management, trade show support, content creation, and personnel provision. Services delivered through consulting, execution, and ongoing program management.
4. Self-Organized Running Events: GID Projects organizes and hosts their own running events (Offline Läufe) including Mittsommerlauf Berlin, Hagener Firmenlauf, Brooks Ruhr Trail Run, Pink5K, Dortmunder Familienlauf, Halloween Run Duisburg/Berlin, Ruhrseen Halbmarathon, and others. Revenue generated through participant registration fees and sponsor partnerships.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

GID Projects is a German event management and sports marketing agency specializing in running events. The company offers three core service pillars: Brand Support (brand ambassador programs, activation tools, event execution, content creation), Race Support (timing, participant management, merchandise production, sound/moderation, equipment, staffing), and Race Creator (full-service branded running event creation). Additionally, GID Projects organizes its own portfolio of 18+ running events annually under the Offline Läufe brand, plus proprietary programs like Weltläufer Kids and Lauf weiter.

Product overview

GID Projects is an event management and sports marketing company specializing in running events and brand activation. The company offers three core service pillars: Brand Support (brand ambassador programs, activation tools, event execution, content creation, and project staffing), Race Support (timing, participant management, graphics, merchandise production, sound/moderation, equipment, and personnel for running events), and Race Creator (full-service branded running event creation). Additionally, GID Projects operates its own portfolio of running events under the Offline Läufe brand, including events like Mittsommerlauf, Halloween Run, and Neujahrslauf series, as well as specialized programs like Weltläufer Kids (youth running) and Lauf weiter (digital decentralized running). The company positions itself as a full-service partner combining offline event execution with digital content production.

Differentiator

Problem solved

Functional benefit

Products and services

• Brand Support Comprehensive brand activation services including Brand Ambassador Program, activation tools, event management and execution, content creation and activation, and project staffing. Designed for sports, outdoor, and lifestyle brands seeking authentic offline activations and measurable brand engagement through events.
• Race Support Full-service support for running events including timing and participant management, graphic design, production of advertising materials and medals, sound and moderation, event equipment, goal supply, and personnel. Provides running event organizers with a single point of contact for all event logistics.
• Race Creator Full-service event creation for branded running events covering planning and organization, marketing and design, digital service and participant management, merchandising production, and technology and infrastructure. Positions brands as event organizers rather than just sponsors of third-party events.
• Offline Läufe (Own Running Events) Portfolio of over 18 self-organized annual running events across Germany, including Mittsommerlauf Berlin, AOK Firmenlauf Hagen, Brooks RTR Trail Run, Pink5K, Dortmunder Familienlauf, Halloween Run Duisburg/Berlin, Neujahrslauf Dortmund/Köln, Ruhrseen Halbmarathon, and others. Open for individual runner participation and corporate sponsorship.
• Weltläufer Kids Innovative running program for children aged 4-12 that combines physical activity with educational elements. An own-brand heart project developed and operated by GID Projects.
• Lauf weiter Digital, decentralized running initiative that connects people in movement with social impact. A digital/remote running concept created and operated by GID Projects.

Quantifiable outcome

• 500+ retail deployments for sales promotion activities
• +2 more outcomes

Named customers14 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Sparks: Sparks (part of Omnicom) is a global experiential marketing agency delivering brand activations, pop-ups, and live events for major consumer and sports brands. It is comparable to GID Projects' Brand Support practice in delivering measurable, content-generating offline experiences for enterprise clients.
• SPORTFIVE: SPORTFIVE is a global sports marketing and rights agency offering sponsorship consulting, brand activation, and event management across football, running, and other sports. It is a much larger incumbent that competes for the same brand-activation budgets GID Projects targets, but with a far broader portfolio.
• Infront Sports & Media: Infront is a leading international sports marketing company that handles media rights, sponsorship, and event operations across multiple sports including running events. It serves many of the same global brand clients as GID Projects but operates at a significantly larger scale and broader geographic footprint.
• Jack Morton Worldwide: Jack Morton is a global brand experience agency within IPG that creates live, digital, and hybrid brand experiences for sportswear, tech, and consumer brands. It competes for the same experiential and activation budgets that GID Projects targets, especially with global brand clients like PUMA and Brooks.
• Octagon: Octagon is a global sports marketing agency owned by IPG that specializes in athlete management, brand activation, and experiential marketing for major sportswear and consumer brands. It is comparable to GID Projects in offering brand activation and event services to sports and lifestyle brands but at vastly greater scale.

Emerging players

• Race Roster: Race Roster is a North American race registration and event management platform used by thousands of running events worldwide. While technology- rather than service-led, it overlaps with the Race Support and Race Creator services GID Projects provides around timing, registration, and participant management.

Direct peers

• Serviceplan Group: Serviceplan is Germany's largest independent agency group, with a dedicated Serviceplan Sports & Events practice handling brand activation, sports marketing, and event execution for German and European clients. It directly competes with GID Projects for sports-brand activation budgets in Germany.
• Jung von Matt/SPORTS: Jung von Matt's SPORTS practice is a German creative and brand activation agency with deep relationships across sportswear, football, and running brands. It is comparable to GID Projects in delivering event-driven, experiential campaigns for premium sports and lifestyle clients in the DACH region.
• Milla & Partner: Milla & Partner is a Stuttgart-based independent agency specializing in brand experiences, live communication, and event marketing for premium German and international clients. It directly competes with GID Projects for corporate and brand activation budgets in the German market.

Regional players

• FKP Scorpio: FKP Scorpio is one of Germany's largest concert and event organizers, also producing large-scale running events and mass-participation sports formats. It is comparable as a German-based event organizer with a portfolio of owned event properties, though it operates at much larger scale and across more verticals.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 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 GID Projects