American Football

What American Football does

American Football (american-football.com) is a privately operated German-language content portal and e-commerce platform serving American Football enthusiasts primarily in Germany and across Europe. The business is operated by Holger Weishaupt — an American Football participant since 1980 — as a sole proprietorship headquartered in Seligenstadt, Germany, with approximately 21 employees. The platform covers domestic leagues (GFL, GFL2, GFLJ), the European League of Football (ELF), the NFL, and the NCAA, and offers auxiliary editorial utilities including a Team Finder, a Referee Signals Guide, and an Equipment Guide. A self-published 320-page reference book, "Alles über American Football," complements the digital portfolio.

The core products are two digital properties: american-football.com, the editorial/news portal with affiliate monetization; and shop.american-football.com, a direct-to-consumer e-commerce store selling helmets, pads, gloves, balls, shoes, and fan merchandise. Distribution is built on organic SEO, social channels (Facebook, Twitter/X, Instagram), and editorial traffic funnelled into commerce. The technical stack is a standard CMS plus e-commerce platform without disclosed proprietary technology components.

The business model combines three revenue streams: (1) direct e-commerce sales of American Football equipment and merchandise, (2) Amazon Partners affiliate commissions on outbound traffic, and (3) book sales. The customer base is a long tail of individual enthusiasts and amateur players. The company also maintains a content partnership with the AFVD (American Football Verband Deutschlands) for league data integration, lending federation-grade credibility to the editorial product.

Name

American Football

Legal name

American Football Shop

Website

https://american-football.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

American Football (american-football.com) is a German-language content portal and e-commerce shop serving American Football enthusiasts across Europe with news, league coverage, equipment guides, and a direct-to-consumer store operated by founder Holger Weishaupt from Seligenstadt, Germany.

Ownership category

akta.pro rank

Product category

Sporting Goods E-commerce Retail

NAICS

Sporting Goods Retailers (459110), Sporting Goods Retailers (45911), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro industry

PRIMARYCRAMAEAD

American Football Equipment Retail

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Team Sports Equipment Retail

SECONDARYCRAMABAE

Team Sports Equipment & Uniforms Retail

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Sporting Goods Generalist Retail

SECONDARYCRAFADAJ

Sporting Goods & Outdoor Inventory-led Online Retailers

Consumer Products & Retail/E-commerce & Marketplaces/Online Retailers (Inventory-led)

SECONDARYCRAMAOAF

Team & League Branded Merchandise Retail (Non-Apparel)

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Sports Collectibles, Fan Gear & Licensed Merchandise Retail

Keywords

• Sporting goods retail
• Sports equipment ecommerce
• Sports news media
• Team finder directory
• Football content platform

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. E-commerce Sales: Operating shop.american-football.com selling American Football equipment including helmets, shoulder pads, gloves, footballs, shoes, and fan merchandise (NFL team items)
2. Affiliate Revenue: Amazon Partner links generating commission from qualified purchases. Site explicitly states 'Als Amazon-Partner verdiene ich an qualifizierten Käufen'
3. Retail E-commerce: Direct online retail sales through integrated shop platform with payment processing, shipping logistics, and customer returns management

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

American Football operates a German-language content portal (american-football.com) covering American Football news, rules, team finder, and equipment guides for leagues including GFL, ELF, NFL, and NCAA. The company also runs an integrated e-commerce shop (shop.american-football.com) selling American Football equipment, protective gear, and fan merchandise directly to consumers across Europe. Additionally, the company has authored and published a comprehensive 320-page book about American Football in Germany.

Product overview

American-Football.com is a German-language content portal and e-commerce platform serving the American Football community in Germany and Europe. The platform operates two main properties: the informational news portal (american-football.com) providing team discovery via the Team Finder, rules education, referee signal guides, equipment information, and league coverage; and the American Football Shop (shop.american-football.com) as a separate e-commerce platform selling equipment and merchandise. The portfolio is completed by the 'Alles über American Football' book product. The site covers GFL, GFL2, GFLJ, ELF, NFL, and NCAA leagues.

Differentiator

Problem solved

Functional benefit

Products and services

• American Football Shop Direct-to-consumer online shop selling American Football equipment including helmets, shoulder pads, footballs, gloves, shoes, protective gear, and NFL/fan merchandise with shipping across Europe (Germany, Austria, Netherlands, Switzerland, France, UK, Italy).
• Alles über American Football (Book) A 320-page self-published book in German covering American Football rules, history, NFL, Super Bowl, referee signals, equipment tips, and 40 years of American Football in Germany, authored by Holger Weishaupt. Includes 120 images and 40 graphics.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• AFVD (American Football Verband Deutschlands)minorOthersContent sourced and standings provided by the German American Football association. Site references AFVD data for league standings and coverage.

Scale indicators2 records

Recent moves6 records

Expansion highlights3 records

Direct peers

• ProFootballFocus: Subscription-driven American Football content, data, and analytics platform. Most comparable to american-football.com in combining editorial coverage of American Football with monetizable engagement around the sport, though at far greater scale and primarily English-language.

Broad incumbents

• Amazon: Global e-commerce marketplace and the site's affiliate partner. Comparable as the dominant destination where American Football equipment is purchased, and structurally influences both the site's affiliate economics and competitive positioning in equipment retail.
• Fanatics: Global sports merchandise and licensed apparel e-commerce giant holding long-term NFL and league partnerships. Comparable as a sports merchandise and equipment retailer, though operating at vastly larger scale across all major US sports.
• Intersport: International sporting goods retailer cooperative with strong DACH presence, selling team sports equipment, fan merchandise, and athletic apparel across European markets. Comparable as a multi-country European retailer in the team sports equipment category.
• Decathlon: Pan-European sporting goods retailer with strong DACH and EU footprint selling team sports equipment, fan merchandise, and apparel. Comparable as a broad-line sports equipment and merchandise retailer serving European consumers.
• NFL Shop: Official NFL merchandise e-commerce store carrying team apparel, fan gear, and equipment globally. Comparable as the dominant direct-to-consumer destination for NFL-branded merchandise, which the shop also sells.

Regional players

• SportScheck: Leading German sporting goods retailer (part of the Otto Group) operating stores and a large online shop for team sports, outdoor, and fitness equipment. Comparable as a German-market sporting goods retailer with overlapping American Football / team sports equipment category exposure.

Emerging players

• Riddell: Leading American Football helmet and protective equipment manufacturer and retailer (via Riddell.com). Comparable as a specialized American Football equipment brand that anchors a category the site sells into and educates consumers about.
• Schutt Sports: Manufacturer of American Football helmets, shoulder pads, and protective gear, also selling direct. Comparable as a category-specialist American Football equipment company whose products are stocked by the shop.

Others

• European League of Football: Professional European American Football league that the site covers editorially. Comparable as an ecosystem participant — the league's growth directly drives the site's audience, while its official channels and partners (including merchandise) are adjacent competitors.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/WeishauptHolger
• Facebookfacebook.com/allaboutamericanfootball
• Instagraminstagram.com/holgerweishaupt7223
• LinkedInlinkedin.com/company/american-football

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 American Football