What Zug United does

Zug United is a Swiss floorball (Unihockey) sports club headquartered in Rotkreuz in the canton of Zug, organized as a member-based Verein under Swiss law. The club fields competitive teams in L-UPL Men and L-UPL Women — Switzerland's top floorball divisions — alongside a comprehensive youth development pipeline spanning U14 to U21 age groups and an inclusive Special Team. In 2024 the men's team reached the Superfinal and finished as vice-champion (Vizemeister), and the club has confirmed participation in the international Champions Cup 2026/27.

The club's product surface centers on three pillars: the Zug United Floorball Academy (a co-development partnership with OYM providing elite athlete training infrastructure for L-UPL and U21 players), the Zuger Unihockey mobile application for player and coach training support, and the Special Team inclusion program. The technology foundation is modest — a WordPress CMS-based website with Google Analytics, Slider Revolution, and reCAPTCHA, with website design and Academy platform delivered by partner GLA United GmbH (Baar, Switzerland). Marketing and fan engagement operate through the website, YouTube, Instagram, LinkedIn, and live match streaming.

Zug United's revenue model combines recurring membership fees, ticket sales, merchandise (fanshop), and corporate sponsorship from a diversified roster of regional and multinational partners including Glencore, Johnson & Johnson, Emmi, Die Mobiliar, Bossard, and Zuger Kantonalbank, plus equipment partners (ASICS via Montana Sport, Craft, Fat Pipe) and a medical partner (Zuger Kantonsspital / ZGKS). Pascal Hoorn serves as President and Jarkko Rantala (returned in 2023) leads the men's team as Headcoach. The club operates across nine sports halls in the canton of Zug and reports no venture capital, private equity, or parent-company ownership.

Name

Zug United

Legal name

Zug United Unihockey

Website

https://zugunited.ch

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Zug United is a Swiss floorball (Unihockey) sports club based in Rotkreuz operating L-UPL Men and Women teams, a U14-U21 youth pipeline, and an inclusive Special Team, with revenue from membership fees, tickets, merchandise, and corporate sponsorship across the canton of Zug.

Ownership category

akta.pro rank

Headquarters

HQ city

Rotkreuz

HQ country

Switzerland

HQ region

Europe

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Fees: Revenue from player memberships across all teams including L-UPL Men and Women, junior teams (U21, U18, U17, U16, U14), and Special Team inclusive program.
2. Ticket Sales: Revenue from home game admissions across L-UPL Men and Women competitions, with tickets available through the official website platform.
3. Merchandise Sales: Fanshop offering merchandise and club apparel to supporters and fans.
4. Sponsorship: Corporate sponsorship revenue from multiple partners including equipment suppliers (ASICS, Craft, Fat Pipe), sponsors (Bossard, Glencore, Johnson & Johnson, Emmi, Die Mobiliar, Zuger Kantonalbank), and medical partner (ZGKS).

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Zug United is a Swiss floorball (unihockey) sports club that fields competitive men's and women's teams in the top-tier L-UPL, runs a multi-tiered youth development program (U14 through U21), operates an inclusive Special Team, and provides ticketing, merchandise, and a dedicated mobile training app. Revenue is generated through player memberships, match tickets, fanshop merchandise, and corporate sponsorships.

Product overview

Zug United is a unihockey (floorball) sports club offering a portfolio of programs including the Zuger Unihockey App for mobile training support, the Zug United Floorball Academy for elite player development with OYM partnership, and the Special Team for inclusive participation. The club fields competitive teams in L-UPL (Men and Women) and various junior categories (U21, U18, U17, U16, U14), supported by the main website as the digital hub for news, schedules, and team information.

Differentiator

Problem solved

Functional benefit

Brands

• Zug United Floorball Academy: A program in collaboration with OYM that enables players from L-UPL and U21 teams to train under modern conditions with tailored and holistic offerings, as well as perfect infrastructure.
• Zug United Special Team
• Zuger Unihockey App

Products and services

• Zuger Unihockey App A dedicated mobile application for floorball coaches and players engaged in Zuger Unihockey, enabling effective and advanced training throughout the season with age-appropriate and level-adjusted training programs.
• Zug United Floorball Academy A comprehensive training program developed in collaboration with OYM that enables L-UPL and U21 players to train under modern conditions with a tailored and holistic offering and optimal infrastructure, including athletic load capacity evaluation alongside talent, potential, and health assessment.
• Zug United Special Team An inclusive team program that unites players with different abilities in a supportive environment, focused on the joy of the game, team spirit, and shared club experience.
• Zug United Fanshop (Merchandise) Official online fanshop offering Zug United club merchandise and apparel to supporters and fans.
• Match Tickets (L-UPL Home Games) Online ticketing for home matches of L-UPL Men and L-UPL Women competitions, available through the official website platform.
• L-UPL Men Team Membership Membership in the senior men's team competing in L-UPL, Switzerland's top floorball division, including access to elite coaching and competitive match play.
• L-UPL Women Team Membership Membership in the senior women's team competing in L-UPL, Switzerland's top floorball division.
• Youth Development Program (U14–U21) Comprehensive youth development membership program with multiple age-group teams — Junioren U21 A, Juniorinnen U21 A, Junioren U18 A, Juniorinnen U17 A, Junioren U16 A, Junioren U14 A, JuniorInnen U14/U17 B — plus a Regionales Leistungszentrum (RLZ), providing a clear pathway from youth to senior teams.

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

13 partnerships are on record, tiered core and minor.

• OYM (One Yield More)coreStrategic or Co-development PartnerZug United Floorball Academy collaboration with OYM enables L-UPL and U21 players to train under modern conditions with tailored holistic offerings and optimal infrastructure. The project evaluates athletic load capacity alongside talent, potential, and health, financed through sponsors and foundations.
• GLA United GmbHcoreTechnology or IntegrationWebsite design and implementation partner. Also provides the Floorball Academy platform for Zug United. Located at Schoch en Mühlestrasse 6, 6340 Baar, Switzerland.
• ASICS (via Montana Sport)minorChannel Partner/ Reseller/ DistributorEquipment partner providing athletic footwear and sports gear.
• CraftminorChannel Partner/ Reseller/ DistributorSportswear partner supplying performance clothing.
• Fat PipeminorChannel Partner/ Reseller/ DistributorEquipment partner for floorball sticks and equipment.
• Ochsner SportminorChannel Partner/ Reseller/ DistributorSports retailer partner.
• Zuger Kantonsspital (ZGKS)minorOthersMedical partner providing sports medicine services.
• BossardminorOthersCorporate sponsor.
• Die MobiliarminorOthersCorporate sponsor (insurance company).
• EmmiminorOthersCorporate sponsor (dairy company).
• GlencoreminorOthersCorporate sponsor (commodity trading company).
• Zuger KantonalbankminorOthersRegional bank sponsor based in Zug.
• Växjö VipersminorStrategic or Co-development PartnerSwedish top-flight floorball club that recruited former Zug United assistant coach Marco Bischof, representing cross-border talent and coaching exchange in the European floorball ecosystem.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Regional players

• EV Zug: Professional ice hockey club based in the canton of Zug. Comparable as a regional professional sports tenant competing for the same local corporate sponsorship pool (Glencore, Bossard, Zuger Kantonalbank) and canton-level fan attention.
• HC Davos: Historic Swiss ice hockey club and traditional National League participant. Comparable as a long-established Swiss professional sports club with strong sponsor relationships, ticketing operations, and youth-to-elite pathways — but competing in a different sport with a different fan base.

Broad incumbents

• BSC Young Boys: Switzerland's most successful football club and a broader incumbent in Swiss professional sports. Comparable as a top-tier Swiss sports organization leveraging corporate sponsorships, ticketing, and merchandise — but operating in a far larger commercial category.

Direct peers

• SV Wiler-Ersigen: Historically the most decorated club in Swiss men's floorball with multiple NLA/L-UPL titles. Directly comparable as a top-tier Swiss floorball club competing in the same L-UPL league with a similar membership, sponsorship, and ticketing model.
• HC Rychenberg Winterthur: Top-tier Swiss floorball club from Winterthur competing in L-UPL with both men's and women's sections. Closely comparable product offering (elite competition, youth academy, ticketing, sponsorship-driven model) in the same national league system.
• Växjö Vipers: Top-tier Swedish SSL floorball club with a documented coaching exchange relationship with Zug United (recruiting former assistant Marco Bischof). Directly comparable as an elite European floorball club with international talent recruitment and Champions Cup participation.
• UHC Alligator Malans: Swiss L-UPL floorball club from Graubünden with men's and women's top-flight teams and a strong youth academy. Comparable peer across league participation, talent development pipeline, and club-based commercial model.
• Kloten-Dietlikon Jets: Swiss L-UPL floorball club in the greater Zurich area with senior teams and youth development programs. Directly comparable competitive and operational model within the same Swiss floorball ecosystem.
• Floorball Thurgau: Swiss L-UPL floorball club competing in the same top division with structured youth teams and senior competition. Directly comparable in product, league positioning, and operational scale.
• Chur Unihockey: Swiss L-UPL floorball club operating senior men's and women's teams with a regional canton-based footprint. Directly comparable in league tier, multi-tier youth structure, and community-led GTM motion.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/ZugUnitedWebteam
• LinkedInlinkedin.com/company/zug-united
• Instagraminstagram.com/zugunited/?hl=de
• Xx.com/Zug_United

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Zug United