What Bietigheim Steelers does

Bietigheim Steelers is a German professional ice hockey club headquartered in Bietigheim-Bissingen, Baden-Württemberg, founded in 1988 and currently competing in the DEL2, the second tier of German professional ice hockey. The organization operates through a dual legal structure: Steelers GmbH, a private limited company handling professional operations, and SC Bietigheim-Bissingen Steelers e.V., a registered association managing youth, amateur, ladies and Eisstockschützen teams. The professional squad plays 26 home games per Hauptrunde at the EgeTrans Arena (capacity ~4,500), supported by approximately 1,000 active members, 100+ volunteers, and a staff of around 39 employees including 5 full-time coaches (3 with A-Lizenz). The club runs one of Germany's most comprehensive youth development pipelines — from the Eishockey Laufschule (ages 4-6) through U7–U20 teams, a women's team in BEV Landesliga, and hobby teams — funded materially by the Porsche "Turbo für Talente" program, which also underwrites the Porsche Eishockey Cup (international U13 tournament) and Porsche Eishockey Camps.

Revenue is generated across six principal streams: ticket sales (single-game and season tickets, Basic and Plus tiers priced from EUR 129.74 to EUR 855), sponsorship (a five-tier program Platinum–Bronze plus Business Schmiede packages from EUR 446 to EUR 2,113 per season, warm-up jersey sponsorships at EUR 2,800), VIP hospitality (DI Lounge season and day tickets), merchandise (steelers-shop.de and a physical fanshop), membership fees, and youth programs. The club sells direct to consumers through its online ticket shop and website, and direct to corporates via a dedicated commercial team. Distribution extends digitally through a 9-person social media operation spanning Instagram, Facebook, TikTok, YouTube, LinkedIn, and the SteelCast podcast, with home games livestreamed on SportEurope.TV.

The club's go-to-market combines event-driven fan engagement (anchored by the Porsche Eishockey Cup, Porsche Eishockey Camps, and 26 DEL2 home dates) with sales-led B2B outreach to a network of 100+ regional corporate partners. Underlying technology is conventional sports-club infrastructure: Contao CMS for the website, Ticket-OnlineShop and TIXX for ticketing, CleverReach for email, and standard podcast hosting platforms. There is no proprietary technology platform or disclosed AI/ML capability.

Name

Bietigheim Steelers

Legal name

Steelers GmbH

Website

https://steelers.de

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

11–50 employees

Short description

Bietigheim Steelers is a German professional ice hockey club (DEL2) based in Bietigheim-Bissingen, operating a professional team, comprehensive youth development pipeline, and commercial sponsorship, hospitality, and merchandise businesses serving fans, regional corporate partners, and youth athletes.

Ownership category

akta.pro rank

Product category

Professional ice hockey and sports entertainment services

NAICS

Sports Teams and Clubs (711211), Fitness and Recreational Sports Centers (713940), Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Winter Sports Teams/Clubs (Ski, Snowboard, Bobsleigh, etc.) (MPAKABAI)

akta.pro secondary industries

Local Amateur Clubs & Community Sports Organizations (MPAKACAE), Winter Sports & Snow Training Schools (Ski, Snowboard, Ice Sports) (MPAKAJAI), Ice Rinks & Winter Sports Facilities (MPAKAEAG)

Keywords

• Professional ice hockey
• Youth hockey development
• Sports hospitality services
• Corporate sports sponsorship
• Ice hockey events

Headquarters

HQ city

Bietigheim-Bissingen

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others, Supply Chain

Revenue model

1. Ticket Sales: Revenue from single-game tickets (at-the-door and online via ticket-onlineshop.com), season tickets (Dauerkarten Basic and Plus with pricing ranging from 129.74 EUR to 855 EUR per seat), and rookie season tickets for youth (13-17 years) in standing block J. 26 home games in DEL2 Hauptrunde 2026/2027.
2. Sponsorship & Partnerships: Multi-tiered sponsorship program with over 100 partners across Platinum, Gold, Silver, Bronze, and Green-White tiers. Warm-up jersey sponsorships (2,800 EUR per season). Business Schmiede corporate network (446 EUR Geselle to 2,113 EUR Steeler packages). Youth development sponsorship from Porsche Turbo für Talente.
3. VIP Hospitality: DI Lounge VIP day tickets and season tickets offering premium seating (Business-Seats on main tier), exclusive catering (buffet with hot/cold drinks including alcohol), VIP entry, and networking environment. Targeted at corporate clients and high-net-worth individuals.
4. Merchandise & Online Shop: Steelers branded merchandise sold through the online Steelers Shop (steelers-shop.de) and a physical fanshop in the EgeTrans Arena open 60 minutes before home games.
5. Membership Fees: Annual membership fees for the SC Bietigheim-Bissingen Steelers e.V., including passive/fan members (reduced price on season tickets, newsletter, member card, voting rights at annual meeting), active sport members, and Eisstockschützen (stock sport).
6. Youth Camps & Programs: Porsche Eishockey Camps (summer camps for youth players and goalies, year groups 2014-2020) priced at 350 EUR (members), 380 EUR (cooperation club members), 400 EUR (non-members). Also includes ice running school (Laufschule) and team building events for corporate clients.

Pricing tiers

Go-to-market motion2 records

Distribution channels10 records

Marketing channels11 records

Core offering

Bietigheim Steelers operates a professional ice hockey team in DEL2 (the second tier of German professional ice hockey), competing in 26+ home games per season at the EgeTrans Arena in Bietigheim-Bissingen. The club also runs a comprehensive youth development pipeline from beginner skating school (ages 4+) through U7 to U20 teams, and offers season tickets, VIP hospitality, corporate sponsorship packages, youth camps, merchandise, and a fan podcast.

Product overview

Bietigheim Steelers is an ice hockey sports club operating a professional DEL2 team alongside comprehensive youth development programs and fan engagement services. The organization offers a portfolio of products centered around its core professional hockey team: season ticket packages (Dauerkarte Basic and Plus), VIP hospitality experiences through the DI Lounge, youth development programs including the Porsche Eishockey Camp and Porsche Eishockey Cup tournament, youth hockey teams from U7 through U20, a beginner skating school (Laufschule), corporate team-building events, business networking programs (Business-Schmiede), merchandise sales, and the SteelCast podcast. The club also offers jersey sponsorship (Warm-Up-Trikot Patenschaft) and a women's hockey team.

Differentiator

Problem solved

Functional benefit

Products and services

• DEL2 Professional Ice Hockey Team Professional ice hockey team competing in DEL2 league. Plays 26 home games per season at EgeTrans Arena in Bietigheim-Bissingen. Founded 1988, recently promoted from Oberliga (2025) and reached DEL2 semifinals (2026). Targets ice hockey fans in the Ludwigsburg/Baden-Württemberg region.
• Season Tickets (Dauerkarten Basic and Plus) Annual season tickets for all DEL2 home games. Two tiers: Basic (all 26 home games of Hauptrunde) and Plus (adds all preseason games and all Pre-Playoffs/Playoffs/Playdowns). Pricing from 129.74 EUR to 855 EUR depending on block and category (full, reduced, youth, child). Family deals available.
• VIP Hospitality (DI Lounge) Premium hospitality offering including reserved Business-Seats, exclusive buffet with hot/cold drinks including alcohol, VIP entry, and networking environment. Sold as day tickets or season tickets targeting corporate clients and high-net-worth individuals.
• Porsche Eishockey Cup (International Youth Tournament) International U13 youth ice hockey tournament hosted annually at EgeTrans Arena and Talentschuppen, Bietigheim-Bissingen. Features 10 teams from Germany and Switzerland including EHC Basel, Kölner Junghaie, and EHC Kloten. Sponsored by Porsche Turbo für Talente.
• Porsche Eishockey Camp (Summer Youth Camps)
• Business-Schmiede Corporate Partnership Program
• Warm-Up-Trikot Patenschaft (Jersey Sponsorship)
• Eishockey Laufschule (Ice Skating School)
• Steelers Merchandise Shop
• SteelCast Podcast (Der Bietigheimer Kufenklatsch)
• Corporate Team-Building Events (Teamevents)
• Club Membership (SC Bietigheim-Bissingen Steelers e.V.)
• Steelers Damen (Women's Hockey Team)
• Youth Development Teams (U7-U20)
• Single-Game Ticket Sales

Quantifiable outcome

• The club won the 2025 Oberliga Meisterschaft (promotion to DEL2) and reached the DEL2 semifinals in 2026 — described as a 'sensational' double achievement.
• +4 more outcomes

Named customers4 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

Integration7 records

Partnerships

23 partnerships are on record, tiered core, minor and flagship.

• Porsche Turbo für Talente (Porsche Youth Development Program)coreStrategic or Co-development PartnerPorsche is the Hauptsponsor (main sponsor) of the Steelers' youth development program, under the initiative 'Turbo für Talente'. This partnership funds the Nachwuchsarbeit (youth work) of the club, including the Porsche Eishockey Cup (international U13 tournament) and Porsche Eishockey Camps. Porsche's logo appears on youth team materials and the youth section of the website. The initiative also supports Talente Hand in Hand, which addresses topics including inclusion, environmental awareness, and health. The partnership also facilitated a nutrition workshop for U20 and U17 players.
• ZIMMER Maschinen GmbH & Co. KGcoreGTM or Marketing PartnerRegional precision engineering company. Extended as Silber Partner (Silver Partner) for the 2026/2027 season. Visible in EgeTrans Arena with logo on match jersey (Spieltrikot) and as Warm-Up Trikot Pate. Also provides VIP season tickets supporting the club-business connection. Frank Zimmer, Managing Director: 'Die Bietigheim Steelers stehen für Leidenschaft, Zusammenhalt und eine starke regionale Identität. Werte, die wir als Unternehmen sehr schätzen und teilen.'
• Golfclub Schloss LiebensteinminorStrategic or Co-development PartnerLongstanding partner of the Steelers. Hosted a team-building event where Steelers players Tim Schüle, Maximilian Söll, Mick Hochreither, and athletik trainer Patrik Vogl played golf with DP World Tour professional Marcel Schneider. The club's facilities were used for this cross-sport activity, demonstrating regional partnership beyond pure sponsorship.
• ABACCO'S STEAKHOUSEflagshipGTM or Marketing PartnerPlatin Partner (Platinum Partner). Featured prominently on the partner page and in the DI Lounge Carpool list. The restaurant chain supports the Steelers as a flagship sponsor, with visibility across arena signage and partner listings.
• Bietigheimer Wohnbau GmbHflagshipGTM or Marketing PartnerPlatin Partner (Platinum Partner). Regional housing/real estate company. Longstanding sponsor of the Steelers, appearing at the top tier of the partner hierarchy.
• Kreissparkasse LudwigsburgcoreGTM or Marketing PartnerPremium Partner and listed in the DI Lounge Carpool. Regional savings bank (Kreissparkasse) serving the Ludwigsburg district. Also the club's primary bank (bank details on website). Represents trust and regional financial institution alignment with the club.
• Stadtwerke Bietigheim-Bissingen GmbHcoreGTM or Marketing PartnerPremium Partner. Municipal utility company (Stadtwerke) operating the EgeTrans Arena. Operates the arena on behalf of the city, making this a critical infrastructure partnership as well as a commercial sponsor.
• EgeTrans (Internationale Spedition GmbH)coreGTM or Marketing PartnerGold Partner and naming rights sponsor of the EgeTrans Arena. International logistics/shipping company with deep regional roots. The arena naming rights agreement links the club's most important physical asset directly to this sponsor's brand.
• Autodoc.deminorGTM or Marketing PartnerOnline auto parts retailer. Listed as partner on the website footer with link to autodoc.de. Represents the club's reach into e-commerce and automotive aftersales market.
• SportEurope.TVcoreGTM or Marketing PartnerLivestreaming platform for European sports. Broadcasts all Steelers home games live online, extending the club's reach beyond the physical arena to national and international audiences. Listed on the club's main navigation as a channel for following Steelers games.
• alwa MineralwassercoreGTM or Marketing PartnerPremium Partner and mineral water supplier for the club. Provides drinks for Porsche Eishockey Camps. Regional mineral water brand deeply integrated into the club's beverage supply and hospitality.
• ESG EsslingenminorStrategic or Co-development PartnerCooperation partner in youth development. Listed under 'Nachwuchskooperationen' (youth cooperation). The Steelers support regional clubs' youth programs and exchange knowledge and players. Other cooperation clubs include 1. CfR Porsheim, Heilbronner EC, and Stuttgart Rebels.
• 1. CfR Pforzheim (Bisons)minorStrategic or Co-development PartnerCooperation partner in youth development. Listed under 'Nachwuchskooperationen'. Clubs support each other's youth programs through knowledge exchange and player development pathways.
• Heilbronner EC (Falken)minorStrategic or Co-development PartnerCooperation partner in youth development. Listed under 'Nachwuchskooperationen'. Also listed as Kooperationsverein (cooperation club) for the Porsche Eishockey Camps, meaning their youth members can register at the member rate (380 EUR vs 400 EUR non-member).
• Stuttgart RebelsminorStrategic or Co-development PartnerCooperation partner in youth development. Listed under 'Nachwuchskooperationen' and as Kooperationsverein for Porsche Eishockey Camps at member rates.
• Ellental-GymnasiencoreStrategic or Co-development PartnerSchool cooperation partner. One of five schools with formal partnerships with the Steelers. Enables athletes to combine schooling and elite sport training, with participation in morning ice training sessions (Fördertraining). Located in Bietigheim-Bissingen.
• Realschule BissingencoreStrategic or Co-development PartnerSchool cooperation partner enabling student-athletes to balance education and elite sport (morning Fördertraining). Part of the club's five-school cooperation network.
• Realschule im AuraincoreStrategic or Co-development PartnerSchool cooperation partner enabling student-athletes to combine schooling and elite sport training.
• BSZ Bietigheim (Berufliche Schulen)coreStrategic or Co-development PartnerSchool cooperation partner (vocational school) enabling student-athletes to balance education and elite sport.
• Oscar-Paret-Schule Freiberg am NeckarcoreStrategic or Co-development PartnerSchool cooperation partner enabling student-athletes to combine schooling and elite sport training. Extends the club's reach beyond Bietigheim-Bissingen to the neighboring town of Freiberg.
• Regio TVcoreGTM or Marketing PartnerGold Partner and Medienpartner (media partner). Regional television station covering Steelers news and events (e.g., coverage of the 3rd International Porsche Eishockey Cup). Provides earned media visibility and content production for the club.
• Sukkurs Klub GmbHminorGTM or Marketing PartnerPartner supporting the SteelCast podcast. Listed as a supporter on the podcast page, contributing to the club's audio content production.
• Burger King (Flamingo Sportsbar)minorGTM or Marketing PartnerBronzepartner. The Flamingo Sportsbar (Burger King franchise) is listed as a partner, indicating a hospitality/sports bar sponsorship relationship.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Heilbronner Falken: Regional DEL2/DEL competitor located in Heilbronn, also in Baden-Württemberg. Listed as a youth cooperation partner of the Steelers, demonstrating overlapping regional talent pools. Same league, same sponsor market, same youth league participation.
• ESV Kaufbeuren: DEL2 club with comparable organizational structure (membership-based club with volunteer infrastructure), arena capacity, and revenue mix. Direct opponent in the same league schedule.
• EHC Freiburg: Another DEL2 club operating in Southern Germany with similar market dynamics. The Steelers' geographic reach in Baden-Württemberg partially overlaps with Freiburg's catchment area. Same league and competitive tier.
• Dresdner Eislöwen: Also plays in DEL2 (the 14-club second tier that the Steelers compete in, season 2026/2027). Both clubs will face each other in the same league schedule, share the same sponsoring/broadcast ecosystem, and target regional fan bases. Listed as the partner referenced in the Steelers' season ticket Dresden cross-promo.
• Ravensburg Towerstars: Another DEL2 club in Baden-Württemberg/Southern Germany, providing direct regional competition for fans, sponsors, and youth talent. Operates in the same league pyramid with similar business model (membership + sponsorship + ticket revenue).
• EC Bad Nauheim: Another DEL2 club in the German professional ice hockey pyramid. Competes in the same league, comparable arena size, similar business model anchored in ticketing, corporate hospitality, and regional sponsorship.
• Kassel Huskies: Head coach Tim Kehler previously worked with the Kassel Huskies organization. Another DEL2 club with similar team size, league positioning, and operational scale. Direct competitor in the same league for sporting results and the limited national ice hockey media attention.

Broad incumbents

• Adler Mannheim: Top-tier (PENNY DEL) club in the same Baden-Württemberg region. Operates the SAP Arena (13,000+ capacity) and holds the dominant regional hockey brand. The Steelers compete for the same regional fan, sponsor, and youth talent pool. Same state, larger scale.
• Schwenninger Wild Wings: Top-tier (PENNY DEL) club in Baden-Württemberg. Direct competitor for the same regional sponsors, fans, and youth players. Located in the same state and competes with Steelers for the regional ice hockey audience.

Emerging players

• Stuttgart Rebels: Youth-level cooperation partner of the Steelers, capturing a similar beginner-to-amateur player pipeline in the Stuttgart metropolitan area. While Stuttgart Rebels operate in a lower league, they compete with the Steelers' Laufschule and youth development for the same regional talent pool.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/bietigheimsteelers
• Facebookfacebook.com/bietigheim.steelers
• LinkedInlinkedin.com/company/bietigheim-steelers
• Instagraminstagram.com/bietigheim.steelers
• TikToktiktok.com/@bietigheim_steelers

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 Bietigheim Steelers