Flyeralarm Sports Gmbh

What Flyeralarm Sports Gmbh does

Flyeralarm Sports GmbH is a German limited liability company headquartered in Kronach that operates an online retail shop (flyeralarm-sports.com) specializing in customizable team sportswear, footwear, and equipment. The company sells branded apparel from major manufacturers including adidas, Nike, Puma, Jako, Hummel, Erima, Uhlsport, Derbystar, Kempa, Select, Craft, and Stanley/Stella across categories such as jerseys, training tops, jackets, pants, shorts, footwear, balls, goalkeeper gear, referee clothing, accessories, and fanwear. Its customer base is primarily German amateur sports clubs (Vereine) and hobby teams, with a secondary segment of individual recreational athletes.

The platform is built on the JTL-Shop e-commerce stack and differentiates through in-house German production capabilities — specifically the Trikotsatz Konfigurator (Jersey Set Configurator) and dedicated men's/women's/kids jersey configurators that allow teams to self-service custom prints, names, numbers, logos, and sponsor placements. The company operates a Premium Print textile printing service using eco-friendly collective printing methods, and offers a unique FLYERALARM Sponsoring program that provides clubs with up to 60% discount on jersey sets in exchange for chest-sponsor branding. Complementary service offerings include Verein 360°, a comprehensive club management service, and Teamshops, dedicated team-branded storefronts.

Revenue is generated through direct product sales of branded sportswear, footwear, and equipment, plus professional services revenue from in-house custom printing and embroidery. The business model is primarily direct-to-consumer e-commerce with self-service ordering and B2B team-shop functionality, supplemented by sponsorship-linked pricing structures. The company holds an official partnership with the DFB-Pokal (German Football Association Cup) and a sponsorship partnership with SV Elversberg, and benefits operationally from being part of the FLYERALARM group, one of Europe's largest online printing operations processing over 19,000 daily orders.

Name

Flyeralarm Sports Gmbh

Legal name

FLYERALARM sports GmbH

Website

https://flyeralarm-sports.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Flyeralarm Sports GmbH operates a German online shop selling customizable team sportswear, footwear, and equipment from major brands to amateur sports clubs and hobby teams, with in-house printing and a sponsorship-linked discount model.

Ownership category

akta.pro rank

Product category

Team Sportswear Retail

NAICS

Sporting Goods Retailers (45911)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Team Sports Equipment & Uniforms Retail (CRAMABAE)

akta.pro secondary industries

Team & School Athletic Uniforms Retail (CRAMACAJ), Sporting Goods & Outdoor Inventory-led Online Retailers (CRAFADAJ)

Keywords

• Team sportswear retail
• Custom sports apparel
• Athletic footwear sales
• Sports equipment supplies
• Textile printing services

Headquarters

HQ city

Kronach

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Sports apparel and equipment sales: Direct product sales of branded sportswear, footwear, and equipment through e-commerce platform with customization/printing services
2. Custom printing and embroidery services: In-house printing services for jerseys, jackets, and sportswear with team logos, names, numbers, and sponsor branding

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

FLYERALARM sports GmbH operates an online shop selling customizable team sportswear, footwear, and equipment from major brands such as adidas, Nike, Puma, Jako, Hummel, Erima, Uhlsport, and Derbystar. The company provides in-house custom printing and embroidery services for jerseys, jackets, and team apparel, alongside a unique sponsorship program that offers up to 60% discount on jersey sets when FLYERALARM is featured as chest sponsor. Customers design and order personalized team uniforms through online jersey configurators with no minimum order quantities on many products, supported by a German warehouse holding over 200,000 articles.

Product overview

FLYERALARM Sports is an e-commerce platform specializing in team sports apparel and equipment for clubs and hobby teams. The core offering consists of a comprehensive sports clothing catalog (Sportbekleidung) featuring jerseys, T-shirts, training tops, sweatshirts, hoodies, pants, jackets, and accessories, alongside a footwear section (Schuhe) with football, handball, and running shoes, plus an equipment section with balls, sports bags, and training gear. The platform differentiates through its customization services, featuring the Trikotsatz Konfigurator (Jersey Set Configurator) and dedicated men's/women's/children's jersey configurators that enable teams to design and order personalized sports apparel with custom prints, logos, and sponsor placements. Key services include the FLYERALARM Sponsoring program offering up to 60% discount on jersey sets with sponsorship, the Verein 360° club management service, and Teamshops for dedicated team stores. The company offers products from major sports brands including adidas, NIKE, PUMA, JAKO, Erima, Hummel, Derbystar, Uhlsport, Kempa, Select, and Craft. The platform operates with in-house German production and eco-friendly collective printing methods.

Differentiator

Problem solved

Functional benefit

Products and services

• Sportbekleidung (Sports Clothing) Comprehensive range of sports apparel including jerseys (Trikots), T-shirts, training tops, sweatshirts, hoodies, pants, shorts, jackets, suits, socks, goalkeeper gear, referee clothing, functional underwear, accessories, lifestyle clothing, and fanwear for amateur sports clubs and individual athletes.
• Schuhe (Athletic Footwear) Athletic footwear catalog including football/soccer shoes, handball shoes, running shoes, lifestyle shoes, and flip-flops from major brands (adidas, Nike, Puma, Jako) with various sole types including multinocken (TF), hallenschuhe (IN), nocken (FG), kunstrasen (AG), multiground (MG), and stollen (SG).
• Equipment Sports equipment including accessories (gloves, towels, caps, neck warmers, winter equipment), balls (basketballs, footballs, handballs, volleyballs), bibs, merchandise, shin guards, sports bags, training gear, water bottles, and goalkeeper gloves.
• Premium Print Service High-quality textile printing service using state-of-the-art machines with in-house German production and eco-friendly collective printing methods, supporting custom logos, names, numbers, and sponsor branding on jerseys, jackets, and sportswear.
• FLYERALARM Sponsoring Program Team sponsorship program offering up to 60% discount on jersey sets when FLYERALARM is selected as chest sponsor, plus an additional 5% discount on presentation apparel with FLYERALARM sleeve sponsorship, targeting amateur sports clubs.
• Verein 360° (Club 360°) Comprehensive club management service providing complete sports equipment solutions for sports clubs and associations, bundling apparel, equipment, customization, and sponsorship support into a single offering.
• Teamshops (Team Shops) Dedicated team shop platform for clubs and teams to manage their own branded online stores for equipment orders, enabling self-service ordering of customized apparel and gear by team members.

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered core and minor.

• DFB (German Football Association)coreStrategic or Co-development PartnerOfficial partner of DFB-Pokal (German Cup). FLYERALARM sports featured as sponsor partner in DFB-Pokal events and official DFB merchandise channel.
• SV ElversbergminorGTM or Marketing PartnerFootball club sponsorship partnership. SV Elversberg featured as partner on flyeralarm-sports.com with branding exposure.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Decathlon: Global sporting goods retailer with significant German operations. Competes on price and product breadth across team sports categories, including own-brand teamwear that directly competes with FLYERALARM sports' multi-brand assortment.
• Intersport: International sporting goods retail cooperative with strong German presence through affiliated retailers. Comparable multi-brand sports apparel and equipment offering; broader portfolio including outdoor, fitness, and winter sports beyond the team sports specialization.
• SportScheck: Established German sporting goods retailer (owned by Otto Group) with multi-brand sports apparel, footwear, and equipment. Comparable in product breadth and German market focus, but operates with physical retail stores alongside e-commerce and serves a broader consumer base beyond just team sports.
• Nike Team Sports: Nike's direct team sports customization platform offering custom uniforms and apparel for clubs. Comparable team outfitting functionality but represents both a supplier brand and a competing direct sales channel for the same end customers.
• adidas Teamwear: Brand-direct teamwear platform from adidas serving amateur and semi-professional clubs. Comparable in customization and team outfitting capability but operates as a single-brand channel rather than the multi-brand platform model of FLYERALARM sports.

Direct peers

• Erima: German team sportswear brand with direct e-commerce and customization tools for clubs. Comparable in product focus on team uniforms and customization services for amateur sports organizations across football, handball, and volleyball.
• Sport-Thieme: German retailer specializing in team sports equipment and apparel for schools, clubs, and institutions. Comparable in B2B-focused team sports catalog and customization services, with overlapping product categories including balls, goals, and teamwear.
• JAKO: German sportswear brand with direct-to-consumer teamwear e-commerce. Comparable in serving amateur football and team sports clubs with customizable apparel, but operates as a brand owner competing for the same sponsorship and team outfitting opportunities.
• 11teamsports: German-based online retailer specializing in customizable team sportswear, equipment, and team shops. Closely comparable to FLYERALARM sports in target customer (amateur clubs and teams), product offering (customizable jerseys with brand portfolio), and team shop platform business model.

Regional players

• Keller Sports: German online sports retailer focused on running, football, and outdoor equipment. Comparable in being a Germany-only online sports specialist, though it focuses more on individual consumer purchases than team/B2B outfitting.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/flyeralarm-sports-gmbh

Revenue estimate

Valuation estimate

Number of profiles

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 Flyeralarm Sports Gmbh