What Holstein Kiel does

Holstein Kiel, formally Kieler Sportvereinigung Holstein von 1900 e.V., is a registered German sports association (eingetragener Verein) founded October 7, 1900, headquartered in Kiel, Schleswig-Holstein. It is the only professional football club in Schleswig-Holstein and currently fields its first team (Profis) in the 2. Bundesliga, having achieved a historic first-ever promotion to the 1. Bundesliga in May 2024. Beyond the professional squad, the club operates a multi-tier portfolio including a DFB-certified Category I youth academy (the only one in Schleswig-Holstein, among 58 nationwide), a women's team (Holstein Women) competing in the Regionalliga Nord, an eSports division (Die eStorks) in the Virtual Bundesliga by WOW, and amateur sections spanning handball, tennis, cheerleading, and referees. The club maintains approximately 12,000 paying members as of Q1 2026 and approximately 105 employees, with leadership under President Steffen Schneekloth and Commercial Managing Director Wolfgang Schwenke. Its greatest historical achievement is the 1912 German Football Championship.

The club's core physical infrastructure centers on the Holstein-Stadion (capacity 15,034, expanding to 22,087 post-renovation) at Westring 501 and the CITTI FUSSBALL PARK training complex in Kiel-Projensdorf. A €75 million net stadium renovation was approved December 12, 2025, with construction starting late Q2 2026, financed jointly by the state, city, club, and private contributors including Zech Sports GmbH (construction) and HPP Architekten (design, maritime-inspired concept with photovoltaic integration). Digital infrastructure comprises the official website, mobile app (iOS/Android with push notifications), Holstein TV (YouTube), digital membership cards in Apple/Google Wallet, and integrations with calovo (calendar) and the DFL bundesliga-mitfahrportal.de (fan ridesharing).

The revenue model rests on five streams: matchday ticket sales (online, hotline, stadium box offices with a €2 service fee); recurring membership subscriptions (€6-15/month across passive/active and individual/family tiers, plus reduced rates for students, apprentices, and people with disabilities); sponsorship and the Störcheclub B2B network of 440+ business partners across main, co-, media, and health partner tiers; merchandise via the Holstein-Fanshop (online and physical, with 10% member discount); and hospitality/VIP services including the Lubinus Familienblock family section. Notable anchor partners include PUMA (kit/equipment), CITTI Handelsgesellschaft (training facility naming rights), Förde Sparkasse, Volkswagen Zentrum Kiel, LOTTO Schleswig-Holstein, Famila, Flensburger Brauerei, Sinalco, K-Active Europe, Deutsche Bahn, Casino Kiel, and IKK Die Innovationskasse. The club pursues a sustainability-driven community strategy spanning ecological (Willerwald, NABU Bergenhusen, Stiftung Naturschutz SH, Holstein Honig) and social pillars (Inklusion, Lernhafen, Arena4You, Fußball trifft Kultur, Kinder in Bewegung, FFIT, Schule ohne Rassismus, HAW Kiel academic cooperation), positioning itself as a regional anchor institution.

Name

Holstein Kiel

Legal name

Kieler Sportvereinigung Holstein von 1900 e. V.

Website

https://holstein-kiel.de

Company type

Private

Founded year

1900

Operating status

Operating

Headcount range

101–250 employees

Short description

Holstein Kiel is a 125-year-old registered sports association (e.V.) in Schleswig-Holstein, Germany, operating a professional football team in the 2. Bundesliga alongside a DFB Category I youth academy, women's team, eSports division, and multi-section amateur sports, serving ~12,000 members and 440+ business partners through ticketing, memberships, sponsorship, merchandising, and hospitality.

Ownership category

akta.pro rank

Product category

Professional Football Club / Sports Entertainment

NAICS

Sports Teams and Clubs (711211)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Individual-Sport Clubs & Teams (Cycling Teams, Athletics/Track Clubs, Swimming Clubs, etc.) (MPAKABAD)

Keywords

• Professional football club
• Football membership programs
• Matchday ticketing services
• Youth football academy
• Football merchandise sales

Headquarters

HQ city

Kiel

HQ country

Germany

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticket Sales: Revenue from matchday tickets for home games of the professional team (2. Bundesliga), U23, Women, and youth matches. Tickets sold via online shop, hotline, and on matchdays at stadium box offices. Season tickets (Dauerkarten) available with pre-sale priority for members.
2. Membership Fees: Monthly membership fees ranging from €6-15/month depending on membership type (passive/active, individual/family). Passive membership from €6-12/month, active membership from €6-15/month. Revenue supports youth development and club operations.
3. Sponsorship & Partner Network: The Störcheclub partner network comprises 440+ business partners. Revenue from main sponsors, co-sponsors, media partners, and health partners. Additional partnership tiers include stadium naming rights and hospitality.
4. Merchandising & Fan Shop: Revenue from official fan shop (Holstein-Fanshop) selling jerseys, merchandise, and fan articles. Members receive 10% discount on purchases.
5. Hospitality & VIP Services: Revenue from VIP areas, business seats, hospitality packages, and corporate event hosting at the stadium. Special packages for families in the Lubinus Familienblock.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

Holstein Kiel is a German professional football club that operates a men's professional team (currently competing in the 2. Bundesliga), a women's team (Regionalliga Nord), a youth academy (NLZ), and an eSports team (eStorks). The club sells match tickets, recurring club memberships, official merchandise, football school camps, and hospitality/VIP packages to individual fans, families, and corporate sponsors. It operates the Holstein-Stadion (15,034 capacity, expanding to 22,087) and the CITTI FUSSBALL PARK training complex, with revenue supported by the Störcheclub network of 440+ partner businesses.

Product overview

Holstein Kiel is a traditional football club offering a portfolio of sports-related products and services centered around its professional football team, youth development programs, and fan engagement platforms. The core digital offerings include the official website as the central hub, a ticketing platform (Ticket-Onlineshop), merchandise store (Holstein-Fanshop), and a mobile app providing news, liveticker, and digital membership card functionality. The club operates its main stadium (Holstein-Stadion) and training facilities (CITTI FUSSBALL PARK), with a nationally certified Category I youth development center developing talent from U9 through U23. Additional offerings include the Holstein Women team in Regionalliga Nord, the eStorks esports team competing in Virtual Bundesliga, and the Holstein Fußballschule providing youth camps and training programs across Schleswig-Holstein. The club is currently undergoing a major stadium renovation (2026) to expand capacity to 22,087 seats.

Differentiator

Problem solved

Functional benefit

Brands

• Die eStorks: The eSports team of Holstein Kiel competing in Virtual Bundesliga by WOW and DFB ePokal
• Holstein Women
• Jungstörche
• Störcheclub

Products and services

• Match Tickets (Single Games & Season Tickets) Standalone sellable offering: Match tickets for home games of the professional team (2. Bundesliga), U23, Holstein Women, and youth matches, plus annual season tickets (Dauerkarten). Sold via online shop, telephone hotline, and stadium box offices. Ticket prices vary by seat category with reduced rates for children, students, apprentices, pensioners, disabled persons, and members. Family Block (Familienblock U) offers special pricing for families.
• Club Memberships (Passive & Active, Individual & Family) Recurring monthly membership program with tiered options: passive single adult (€8/month), passive reduced (€6/month for students/apprentices/disabled), passive family (€12/month), active single adult (€12/month + €15 joining fee), and active family (€15/month). Members receive voting rights at general assemblies, priority ticket access, and 10% fan shop discount.
• Holstein-Fanshop Merchandise Official club merchandise store offering jerseys, apparel, accessories, and fan articles. Available online (holstein-fanshop.de) and at a physical fan shop location. Members receive 10% discount on purchases. PUMA is the official kit and equipment supplier.
• Professional Football Team (Profis) Competition The professional football team (Profis) competes in the 2. Bundesliga with a squad of approximately 30 players under head coach Tim Walter. The product is the competitive sporting performance and live matchday experience delivered to fans, members, and sponsors.
• Nachwuchsleistungszentrum (Youth Academy / NLZ) DFB-certified Category I youth development center serving talent from U9 through U23 with six regional scouting locations. Partnership with DFB-Eliteschule Friedrichsort combines football training with education. Produces professional players and provides a pathway to professional football.
• Holstein Women (Women's Football Team) Women's football team competing in Regionalliga Nord, established as an official club department in 2004. Led by department head Phillip Portwich and sports director André Jeschkeit, with home matches at Stadion Waldwiese. Includes DFB-Pokal participation and community engagement initiatives.
• Die eStorks (eSports Team) Official eSports team participating in Virtual Bundesliga (VBL) by WOW using EA Sports FC on PlayStation 5, including VBL Club Championship and DFB ePokal competitions. eStork 'Milkalove' qualified for FC Pro 26 World Championship in Paris. Crossover offering extending the club's brand into digital esports.
• Holstein Fußballschule (Football School & Camps) Football school offering camps, matchday camps, and training programs across Schleswig-Holstein for children and youth, with a child-centered training philosophy. Includes the Einlaufkinder (matchday child mascot) program and booking portal for families.
• Hospitality & VIP Services (Business Seats, VIP Areas, Corporate Events) VIP and hospitality services at the Holstein-Stadion including business seats, VIP areas, corporate event hosting, and special packages. Includes the Lubinus Familienblock (family block) offering an enhanced experience for families attending matches.
• Multi-Sport Club Sections (Handball, Tennis, Cheerleading, Schiedsrichter, Altherren, Traditions-Elf) Additional sports sections offered by the club as part of the multi-sport association, including Handball (HSG Holstein Kiel), Tennis, Cheerleading, Schiedsrichter (referees), Altherren (veterans), and Traditions-Elf (alumni team). Open to active members participating in these sports divisions.

Quantifiable outcome

• 12,000 members as of Q1 2026, demonstrating strong community engagement and loyalty.
• +3 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

20 partnerships are on record, tiered core and minor.

• Störcheclub Partners (440+ businesses)coreGTM or Marketing PartnerThe Störcheclub is the partner network of Holstein Kiel comprising over 440 business partners including main sponsors, co-sponsors, media partners, and health partners. Partners receive brand visibility through stadium signage, hospitality benefits, networking opportunities, and association with the club's brand.
• PUMAcoreGTM or Marketing PartnerOfficial kit and equipment supplier for Holstein Kiel. PUMA provides match kits, training wear, and fan merchandise through the partnership.
• CITTI HandelsgesellschaftcoreGTM or Marketing PartnerCITTI is a key partner with naming rights to the CITTI FUSSBALL PARK training facility in Kiel-Projensdorf. Partnership includes hospitality activation and community engagement.
• Förde SparkasseminorGTM or Marketing PartnerRegional savings bank partner supporting the club with financial services and marketing activation.
• Volkswagen Zentrum KielminorGTM or Marketing PartnerOfficial automotive partner providing vehicle fleet support and marketing partnership.
• LOTTO Schleswig-HolsteinminorGTM or Marketing PartnerState lottery partner providing financial support and marketing visibility.
• Famila Handelsmarkt KielminorGTM or Marketing PartnerRegional supermarket chain partner supporting the club with community engagement.
• Flensburger BrauereiminorGTM or Marketing PartnerRegional brewery partner providing beverages and marketing activation at matches.
• SinalcominorGTM or Marketing PartnerSoft drink brand partner providing beverages at stadium concession stands.
• K-Active EuropeminorGTM or Marketing PartnerSports and fitness equipment supplier partner.
• Deutsche Bahn (DB Fernverkehr)minorGTM or Marketing PartnerRail transport partner with advertising presence and customer mobility solutions.
• Casino KielminorGTM or Marketing PartnerGaming and entertainment partner celebrating 10 years as KSV partner. Provides hospitality and marketing support.
• Zech Sports GmbHcoreOthersConstruction company contracted for the new Holstein-Stadion building project (€75 million finance volume). Awarded stadium construction contract as part of the stadium renovation plan approved December 2025.
• HPP ArchitektencoreOthersArchitecture firm whose design was selected for the new Holstein-Stadion. Won the design competition with a modern, maritime-inspired stadium concept featuring ship-building roof construction and photovoltaic integration.
• DFB-Eliteschule FriedrichsortcoreStrategic or Co-development PartnerPartnership with DFB Elite School in Friedrichsort providing top-tier youth development alongside the NLZ. Combines football training with education for talented young players.
• NABU BergenhusenminorStrategic or Co-development PartnerEnvironmental partnership with Nature and Biodiversity Conservation Union local chapter. Part of Holstein Kiel's sustainability (Nachhaltigkeit) initiative focusing on ecological responsibility.
• Stiftung Naturschutz Schleswig-HolsteinminorStrategic or Co-development PartnerPartnership with Schleswig-Holstein Nature Foundation as part of environmental sustainability initiatives including Willerwald project and biodiversity efforts.
• HAW Kiel (Hochschule für Angewandte Wissenschaften)minorStrategic or Co-development PartnerUniversity partnership for academic cooperation, student projects, and research collaborations as part of Nachhaltigkeit 'Für die Menschen' (For People) initiatives.
• Virtual Bundesliga (VBL) by WOWcoreStrategic or Co-development PartnerPartnership with Virtual Bundesliga esports competition operated by Deutsche Fußball Liga (DFL). eStorks compete in VBL Club Championship playing EA Sports FC on PS5.
• IKK Die InnovationskasseminorGTM or Marketing PartnerHealth insurance partner designated as Gesundheitspartner (Health Partner) providing health-related services and marketing support.

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Karlsruher SC: Historic German football club currently in 2. Bundesliga with a regional fanbase in Baden-Württemberg. Comparable as a member-owned club with Bundesliga promotion history and similar revenue scale, making it a strong direct peer.
• SpVgg Greuther Fürth: Bavarian club with 2. Bundesliga experience and similar smaller-market profile to Holstein Kiel. Comparable in league position, historical regional standing, and revenue base for non-metropolitan German football.
• VfL Bochum 1848: 2. Bundesliga club with regional Ruhr area identity, similar historical background, and comparable revenue scale to Holstein Kiel. Both clubs navigate similar challenges of competing with larger neighbors.
• 1. FC Heidenheim 1846: Small-city German club that rose through regional leagues to Bundesliga, mirroring Holstein Kiel's 2024 promotion trajectory. Similar profile as a smaller-market club punching above its weight with strong academy and regional commercial model.
• SV Darmstadt 98: Smaller-city German club with Bundesliga/2. Bundesliga experience. Comparable in regional identity, member governance, and revenue scale to Holstein Kiel as a non-metropolitan club.
• 1. FC Magdeburg: Eastern German club with strong regional fanbase, member-owned structure, and 2. Bundesliga presence. Comparable in league status, historical regional identity, and member-driven commercial model.
• FC St. Pauli: Hamburg-based football club competing in the 2. Bundesliga with strong regional identity, member-owned association structure, and a passionate fan culture comparable to Holstein Kiel. Similar in scale, governance model, and Northern German catchment area.
• SC Freiburg: Black Forest-based club historically in 2. Bundesliga with frequent Bundesliga promotions and a renowned youth academy model. Comparable as a smaller-city club that has built sustainable top-flight competitiveness through academy and regional identity.
• Hannover 96: Lower Saxony-based club with Bundesliga/2. Bundesliga experience, member-owned structure, and similar regional commercial ecosystem to Holstein Kiel. Comparable in league volatility and mid-market German football operations.
• Fortuna Düsseldorf: 2. Bundesliga club with strong regional identity in North Rhine-Westphalia. Comparable in league status, fan-owned structure, and historical German Championship pedigree (similar to Holstein Kiel's 1912 title).

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@HolsteinKiel1900
• LinkedInlinkedin.com/company/holstein-kiel

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Holstein Kiel