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{{Short description|Sports marketing agency}}
{{Short description|Sports marketing agency}}
{{About|an international sports rights marketing agency|an Israeli group of television channels|Sport 5|a Philippine sports programming division formerly known as Sports5|One Sports|the British radio programming block on BBC Radio 5 also known as "Sport on 5"|5 live Sport}}
{{About|an international sports rights marketing agency|an Israeli group of television channels|Sport 5|a Philippine sports programming division formerly known as Sports5|One Sports|the British radio programming block on BBC Radio 5 also known as "Sport on 5"|5 live Sport}}
{{advert|date=June 2012}}
{{Infobox company
{{Infobox company
| name = Sportfive
| name = Sportfive
Line 7: Line 6:
| type = Subsidiary
| type = Subsidiary
| location_city = [[Hamburg]]
| location_city = [[Hamburg]]
| location_country = Germany
| location_country = [[Germany]]
| founded = 2001
| defunct = 2015 (first run)
| key_people =
| predecessor = [[Lagardère Sports and Entertainment|Lagardère Sports S.A.S.]] (2020)
* Stefan Felsing (CEO),
| successor = Lagardère Sports S.A.S. (2015-2020)
* Philipp Hasenbein (COO),
| founded = 2001 (first run)<br>2020 (second run)
| key_people = Stefan Felsing, Philipp Hasenbein, Robert Müller von Vultejus, Christian Peters
* Robert Müller von Vultejus (CGO),
* Christian Peters (CFO)
| industry = [[Sports Marketing]]
| industry = [[Sports Marketing]]
| services = {{ubl|Sports marketing|sports events|sport sponsorship}}
| services = {{ubl|Sports marketing|sports events|sports sponsorship}}
| divisions =
| divisions =
| num_employees = 1,200
| subsid = {{ubl|Sportfive GmbH|Sportfive UK Ltd.<ref name="auto">{{Cite web|url=https://find-and-update.company-information.service.gov.uk/company/03599986|title=SPORTFIVE UK LTD overview - Find and update company information - GOV.UK|website=find-and-update.company-information.service.gov.uk}}</ref>|Sportfive S.r.l.}}
| num_employees =
| num_employees_year =
| num_employees_year =
| homepage = [http://www.sportfive.com/ www.sportfive.com]
| homepage = [http://www.sportfive.com/ www.sportfive.com]
| parent =
| parent =
| owner = [[H.I.G. Capital]] (100%)
| owner = [[H.I.G. Capital]] (100%)
}}
}}

'''Sportfive''' is an international sports marketing agency operating globally with offices around the world. The headquarters of Sportfive is based in Hamburg, Germany.
'''Sportfive''' (stylized as ''SPORTFIVE'') is a German based international [[sports marketing]] [[Advertising agency|agency]] with offices around the world. The agency operates in sports consulting, partnership sales, marketing and sponsorship activation. Its headquarters are located in [[Hamburg]], [[Germany]]. Sportfive employs around 1,200 people and markets over 30 different sports disciplines, including [[Association football|football]], [[American football]], [[baseball]], [[basketball]], [[Esports|esports & gaming]], [[golf]], [[handball]] and [[motorsport]].<ref name=":6">{{Cite web |last=Breyer |first=Conrad |date=2023-08-10 |title=Dojo und Sportfive gründen Joint Venture |trans-title=Dojo and Sportfive establish joint venture |url=https://www.wuv.de/Themen/Agenturstrategie/Dojo-und-Sportfive-gruenden-Joint-Venture |access-date=2023-12-13 |website=Werben & Verkaufen |language=de}}</ref> Since 2020, Sportfive has been part of US private equity firm [[H.I.G. Capital]].<ref name=":0" /><ref name=":2" />


==History==
==History==
In 1987, [[UFA GmbH|UFA]] first secured the rights to broadcast [[Bundesliga]] games in a deal with [[German Football Association|German Football Association (DFB)]], as well as the rights to broadcast the [[Wimbledon Championships]]. This led to the development of the sports rights marketing business under ''UFA Sports''.<ref>{{Cite web |date=2003-08-21 |title=Vereine trotzen Kirch-Pleite und Schulden |trans-title=Clubs defy Kirch bankruptcy and debts |url=https://archiv.handelsblatt.com/document/HBON__348257/hitlist/0?all= |access-date=2023-11-12 |website=[[Handelsblatt]] |language=de}}</ref><ref name=":0">{{Cite news |date=2020-05-28 |title=Vermarkter Sportfive ist zurück – Zentrale in Hamburg |language=de |trans-title=Marketer Sportfive is back – headquarters in Hamburg |pages=24 |work=[[Hamburger Abendblatt]]}}</ref><ref>{{Cite web |last=Stuart |first=Jay |date=1999-12-06 |title=Wimbledon surplus drops $5 million |url=https://www.sportsbusinessjournal.com/Journal/Issues/1999/12/06/No-Topic-Name/Wimbledon-Surplus-Drops-$5-Million.aspx |access-date=2023-12-12 |website=[[List of Advance subsidiaries#Leaders Group|Sports Business Journal]] |language=en}}</ref>
Sportfive was formed in 2001, when the [[European Commission]] unconditionally approved the merger between the sports rights activities of Jean-Claude Darmon, Sport+, a subsidiary of [[Canal+]] Group, and [[RTL Television|RTL]] Group's sports rights division, UFA Sports.<ref>{{cite web|url=http://europa.eu/rapid/press-release_IP-01-1579_en.htm|title=Commission clears sports rights venture between Canal+, RTL and Groupe Jean-Claude Darmon|date=13 November 2001|access-date=12 January 2017|publisher=European Commission}}</ref>

Sportfive was formed in 2001, after the acquisition of joint control of the French sports rights agency ''Groupe Jean-Claude Darmon SA'' (GJCD) by [[Canal+]] and [[RTL Group]] had been cleared by the [[European Commission]]. As part of the deal, Canal+ and RTL merged their sports rights agencies, respectively ''Sport+'' and UFA Sports, to become Sportfive.<ref>{{cite web |date=2001-11-14 |title=Commission clears sports rights venture between Canal+, RTL and Groupe Jean-Claude Darmon |url=http://europa.eu/rapid/press-release_IP-01-1579_en.htm |access-date=2023-11-12 |website=[[European Commission]] |publisher=}}</ref><ref name=":1">{{Cite web |last=Wodzak |first=Yvonne |date=2008-04-08 |title=RTL wieder im Sportrechte-Handel aktiv |trans-title=RTL active again in sports rights trading |url=https://www.new-business.de/_rubric/detail.php?rubric=KOMMUNIKATION&nr=573020&PHPSESSID=jc2e06ffsmt7uumf80ugqo8466 |access-date=2023-12-12 |website=new business |language=de}}</ref>

The newly formed agency was one of the first in Germany to implement [[Naming rights|naming rights sponsoring]] and has been supporting companies in the procurement of stadium names since 2001. For example, Sportfive brokered the deal that led to the [[Hamburger SV]]'s [[Volksparkstadion]] becoming the ''AOL Arena''. In 2001, Sportfive became marketing agent for [[Arminia Bielefeld]], as well as [[Atalanta BC]].<ref name=":0" /><ref>{{Cite news |last=Fritz |first=Jörg |date=2023-09-27 |title=Glückskind Kollenberg kann vom DSC nicht lassen |language=de |trans-title=Lucky child Kollenberg can't let go of the DSC |pages=9 |work=Neue Westfälische}}</ref><ref name=":9">{{Cite web |date=2008-09-11 |title=Groupama sponsor dell’Atalanta |trans-title=Groupama sponsors Atalanta |url=https://www.ecodibergamo.it/stories/Sport/groupama-sponsor-dellrsquoatalanta_30357_11/ |access-date=2023-12-14 |website=[[L'Eco di Bergamo]] |language=it}}</ref>

In 2003, Sportfive took over its [[Munich]]-based competitor ''ISPR'', which had been marketing Bundesliga rights abroad.<ref>{{Cite web |date=2003-10-13 |title=Sportfive kauft ISPR-Mehrheit |trans-title=Sportfive buys ISPR majority |url=https://www.faz.net/aktuell/sport/sportrechte-sportfive-kauft-ispr-mehrheit-1129718.html |access-date=2023-12-12 |website=[[Frankfurter Allgemeine Zeitung]] |language=de}}</ref> One year later, RTL Group and Canal+ sold their shares in Sportfive to the private equity firm [[Advent International]]. As part of the takeover, a new company was founded in which the RTL Group held a 25% stake once again.<ref name=":1" /> Two years later, in November 2006, Sportfive was taken over by the French conglomerate [[Lagardère Group|Lagardère]] for an estimated €865 million.<ref name=":2">{{Cite web |last=Dixon |first=Ed |date=2021-07-27 |title=H.I.G. Capital takes full control of Sportfive |url=https://www.sportspromedia.com/news/hig-capital-sportfive-agency-lagardere-sale-private-equity/ |access-date=2023-12-12 |website=SportsPro |language=en}}</ref><ref>{{Cite news |last=Mayer-Kuckuk |first=Finn |last2=Peking |first2=Zürich |date=2015-02-11 |title=Sportvermarktung. Ein großer Fisch namens Wanda |language=de |trans-title=Sports marketing. A big fish called Wanda |work=Handelsblatt}}</ref> In 2008, Lagardère Sports acquired around 70% of the voting rights and capital of Seamus O'Brien's [[World Sport Group]] (WSG), a sports marketing, event management and media company in Asia, with a roster of golf, association football and cricket events.<ref>{{Cite web |last= |date=2008-05-18 |title=Lagardère Sports acquires a major stake in World Sport Group |url=https://www.marketscreener.com/quote/stock/LAGARDERE-S-A-4668/news/Lagardere-Lagardere-Sports-acquires-a-major-stake-in-World-Sport-Group-512828/ |access-date=2023-12-14 |website=MarketScreener |language=en}}</ref><ref>{{Cite web |date=2006-05-31 |title=World Sport group expands into India |url=https://www.afaqs.com/company-briefs/8616_world-sport-group-expands-into-india |access-date=2024-01-24 |website=Afaqs! |language=en}}</ref>

In 2005, Sportfive was commissioned by the City of Hamburg to coordinate the city's marketing activities for the [[2006 FIFA World Cup]] in Germany.<ref>{{Cite web |date=2005-03-02 |title=Sportfive unterstützt Hamburg bei der WM-Vorbereitung |trans-title=Sportfive supports Hamburg in its World Cup preparations |url=https://www.new-business.de/_rubric/detail.php?rubric=KOMMUNIKATION&nr=43152 |access-date=2023-12-12 |website=new business |language=de}}</ref> Subsequently, the agency marketed television rights for the [[UEFA Euro 2008|2008 UEFA Euro Football Championships]] and organized the sale of the official hospitality program for the [[2010 FIFA World Cup|2010 FIFA Football World Cup]] in [[South Africa]] in continental Europe. Additionally, Sportfive marketed the [[2009 World Championships in Athletics|2009 World Athletics Championships]] in [[Berlin]] and was appointed by the [[International Olympic Committee]] (IOC) as its official media rights agent for the [[2012 Summer Olympics|2012]] and [[2016 Summer Olympics|2016]] [[Summer Olympic Games|Summer Olympics]], as well as the [[2014 Winter Olympics]]. In August 2012, Sportfive organized the friendly game between [[FC Dinamo București|Dinamo Bucharest]] and [[FC Barcelona]] at the [[Arena Națională]] in [[Bucharest]], [[Romania]].<ref name="bucharest">{{cite web |date=10 July 2012 |title=Oficialii Barcelonei dau OK-ul: 'Am inspectat totul.' |url=http://www.gsp.ro/fotbal/amicale/oficialii-barcelonei-dau-ok-ul-am-inspectat-totul-national-arena-este-un-stadion-frumos-345348.html |access-date=8 August 2012 |publisher=Gazeta Sporturilor |language=ro}}</ref> Further, Sportfive launched the channel [[Sportdigital]] in cooperation with the German [[Handball-Bundesliga|handball]], [[Basketball Bundesliga|basketball]] and [[Deutsche Volleyball-Bundesliga|volleyball]] Bundesliga.<ref>{{Cite news |last=Thinnes |first=David |date=2011-11-13 |title=Die Mädchen für alles |language=de |trans-title=The girls for everything |work=[[Tageblatt]]}}</ref><ref name=":3">{{Cite news |date=2009-03-25 |title=Ein Vermarkter von vielen Sportarten |language=de |trans-title=A marketer of many sports |pages=18 |work=[[Stuttgarter Zeitung]]}}</ref> At the time, Sportfive's clients included more than 270 sports clubs and athletes. The clients came from various disciplines such as [[handball]], [[basketball]], [[Rugby football|rugby]] and [[motorsport]], as well as [[boxing]] ([[Klitschko brothers]]).<ref name=":3" />

In 2015, following the acquisition of the remaining shares of WSG by the [[Lagardère Group]], all sports marketing agencies within the group, including Sportfive, WSG, ''IEC in Sports'', ''Sports Marketing and Management (SMAM)'' and ''Lagardère Unlimited Inc.'' were integrated into [[Lagardère Sports and Entertainment]] and renamed ''Lagardère Sports S.A.S''.<ref>{{cite web |date=15 September 2015 |title=Lagardère Unlimited rebrands to Lagardère Sports and Entertainment |url=http://www.lagardere.com/press-room/press-releases/press-releases-363.html&idpress=6940 |access-date=9 January 2017 |publisher=Lagardère Group}}</ref><ref>{{Cite news |date=2015-09-15 |title=Sportmarketing: Sportfive geht in neuer Einheit Lagardère Sports auf |language=de |trans-title=Sports marketing: Sportfive merges into new unit Lagardère Sports |work=[[Deutscher Fachverlag|Horizont]]}}</ref>

In May 2020, the agency was rebranded back to Sportfive following its takeover by H.I.G. Europe, an arm of the international private equity and asset management firm H.I.G. Capital.<ref name=":0" /><ref name=":2" /> H.I.G. acquired a 75.1% stake in the business in April 2020, and the remaining shares in July 2021.<ref name=":2" /> The rebranding to Sportfive followed the restructuring of the agency's global leadership team. The executive committee included Stefan Felsing, Philipp Hasenbein, and Robert Müller von Vultejus, respectively former executives at Sportfive and Lagardère Sports.<ref>{{Cite web |last=Ross |first=Martin |date=2020-05-28 |title=Sportfive name revived in Lagardère Sports and Entertainment rebrand |url=https://www.sportbusiness.com/news/sportfive-name-revived-in-lagardere-sports-and-entertainment-rebrand/ |access-date=2023-12-14 |website=SportBusiness |language=en-US}}</ref> That same year, Sportfive founded its own esports division.<ref name=":10">{{Cite web |last=Kepler |first=Reiner |date=2020-08-20 |title=Sportfive gründet E-Sport-Unit und benennt deren Führung |trans-title=Sportfive founds e-sports unit and appoints its management |url=https://www.meedia.de/macher/sport-business-sportfive-gruendet-e-sport-unit-und-benennt-deren-fuehrung-2619dadb23b4f92bc218ca5f42efa7dd |access-date=2023-12-13 |website=Meedia |language=de}}</ref> Since 2022, there has been a cooperation with the global esports organization [[Gen.G]].<ref name=":11">{{Cite web |last=Šimić |first=Ivan |date=2022-10-18 |title=Gen.G agrees strategic alliance with Sportfive |url=https://esportsinsider.com/2022/10/gen-g-agrees-strategic-alliance-with-sportfive |access-date=2023-12-13 |website=Esport Insider}}</ref> Following this, Sportfive signed a cooperation deal with ''Ampverse,''<ref name=":12">{{Cite web |last=Šimić |first=Ivan |date=2022-08-04 |title=Red Bull partners with Ampverse-owned Bacon Time |url=https://esportsinsider.com/2022/08/red-bull-partners-with-ampverse-owned-bacon-time |access-date=2023-12-14 |website=Esport Insider}}</ref> as well as being appointed as the official sales agency of [[Fnatic]] for global partnerships.<ref name=":13">{{Cite web |last=Šimić |first=Ivan |date=2022-05-12 |title=Sportfive and Fnatic expand partnership |url=https://esportsinsider.com/2022/05/fnatic-sportfive-partnership |access-date=2023-12-14 |website=Esport Insider}}</ref>

In Spring 2022, Sportfive launched its own creator collective called ''SQVAD'' with a focus on esports and gaming, but also other lifestyle themes like fashion and music.<ref name=":14">{{Cite web |last=Miller |first=George |date=2022-11-09 |title=Sportfive places its own creator collective with SQVAD |url=https://europeangaming.eu/portal/latest-news/2022/11/09/124725/sportfive-places-its-own-creator-collective-with-sqvad/ |access-date=2023-12-13 |website=European Gaming |language=en-US}}</ref> Among the subsidiaries of SQVAD are the event management company Event Knowledge Services (EKS),<ref>{{Cite web |date=2020-05-28 |title=Umfirmierung: Aus Lagardère Sports wird Sportfive |url=https://spobis.com/article/umfirmierung-aus-lagardere-sports-wird-sportfive |access-date=2024-01-23 |website=Spobis.com |language=de}}</ref> the creative agency Brave<ref>{{Cite web |last=Long |first=Michael |date=2020-05-28 |title=Esports agency Build a Rocket acquires TwoReach in bid to boost offerings |url=https://www.sportspromedia.com/news/sportfive-returns-lagardere-rebranding/?zephr_sso_ott=YPgRNN |access-date=2024-01-23 |website=sportspromedia.com |language=en}}</ref> and the German-based esports agency Build a Rocket, which Sportfive had previously acquired in 2021.<ref>{{Cite web |last=Šimić |first=Ivan |date=2022-11-25 |title=Esports agency Build a Rocket acquires TwoReach in bid to boost offerings |url=https://esportsinsider.com/2022/11/esports-agency-build-a-rocket-acquires-tworeach |access-date=2024-01-23 |website=Esports Insider |language=en}}</ref><ref>{{Cite web |last=Seck |first=Tobias |date=2021-03-09 |title=Sportfive Acquires Esports Consulting and Activation Agency build a rocket |url=https://archive.esportsobserver.com/sportfive-build-a-rocket/ |access-date=2024-01-23 |website=The Esports Observer |language=en}}</ref>

In May 2022, Sportfive announced the acquisition of brand-focused marketing agency ''Wolfe Solutions''. As part of the acquisition, Wolfe Solutions was rebranded under the Sportfive banner and integrated into the organization, in addition to Sportfive expanding its operations in the US by retaining Wolfe Solutions' Columbia and South Carolina offices.<ref>{{Cite web |last=Jones |first=Rory |date=2022-04-12 |title=Sportfive announces Wolfe Solutions acquisition |url=https://www.sportspromedia.com/news/sportfive-wolfe-solutions-acquisition-sports-agency/ |access-date=2023-12-12 |website=SportsPro |language=en}}</ref>

In 2023, Sportfive appointed former CEO of WSG O’Brien as president of the agency's [[Asia–Pacific]] division.<ref>{{Cite web |last=Cunningham |first=Euan |date=2023-05-12 |title=Sportfive brings in industry veteran O'Brien as APAC president |url=https://www.sportcal.com/news/sportfive-brings-in-industry-veteran-obrien-as-apac-president/ |access-date=2023-12-12 |website=Sportcal |language=en-US}}</ref> The same year, Sportfive and ''Dojo'' founded the [[joint venture]] ''Dravt,'' an agency for [[Popular culture|pop culture]] in the sports business.<ref name=":6" /><ref name=":17">{{Cite web |last=Sonnenschein |first=Bettina |title=Dravt: Sportfive und Dojo gründen Popkultur-Agentur im Sportbusiness |url=https://www.horizont.net/agenturen/nachrichten/dravt-sportfive-und-dojo-gruenden-popkultur-agentur-im-sportbusiness-213872 |access-date=2023-12-14 |website=Horizont |language=de}}</ref>

== Business operations ==
Sportfive markets over 30 sports. In addition to football, these include predominantly American football, basketball, handball, motor sports like Formula One, golf, baseball and esports & gaming.<ref name=":6" /> Other sports include [[Cycle sport|cycling]], [[Endurance training|endurance sports]], [[field hockey]], [[horse racing]], [[Rugby football|rugby]], [[sailing]], [[swimming]], [[surfing]], [[table tennis]], [[weightlifting]] and [[winter sports]].

The agency markets campaigns and endorsement agreements for a variety of clients in the sports sector, as well as representing individual international athletes. These include services for rights holders and companies, such as distribution strategies, internationalization, (virtual) [[Advertising board|A-boards]] and stadium advertising, jersey sponsorship, international media rights, athlete marketing, hospitality programs, travel services, creative sponsorship campaigns as well as digital services such as apps and product innovations. Further, the agency supports realization of those concepts with teams based at the respective club.<ref>{{Cite book |last=Bruhn |first=Manfred |title=Sportmarketing: Grundlagen – Strategien – Instrumente |last2=Rohlmann |first2=Peter |publisher=[[Springer Gabler]] |year=2022 |isbn=978-3-658-37175-3 |editor-last=Bruhn |editor-first=Manfred |location=Wiesbaden |pages=71-77 |language=de |trans-title=Sports Marketing: Basics – Strategies – Instruments |chapter=Vertriebswege im Sportmarketing |trans-chapter=Distribution channels in sports marketing}}</ref><ref>{{Cite book |last=Bergmann |first=Andreas |title=Verwertung kommerzieller Rechte im Sportmarketing - Theorieüberblick und Praxiseinblick |publisher=Springer Gabler |year=2023 |isbn=978-3-658-42469-5 |editor-last=Bergmann |editor-first=Andreas |location=Wiesbaden |pages=1-33 |language=de |trans-title=Exploitation of commercial rights in sports marketing - theoretical overview and practical insight |chapter=Rechte und Rechteverwertung im Sport |trans-chapter=Rights and exploitation of rights in sport}}</ref><ref name=":17" />

The agency is also a broker for sporting events such as Olympics & [[Multi-sport event|multi-sport events]]. For example, the [[Commonwealth Games Australia|Australian Commonwealth Games]] entered into a long-term partnership with Sportfive during the preparations for the [[Birmingham]] [[2022 Commonwealth Games]].<ref name=":15">{{Cite web |last=Homfray |first=Reece |date=2019-03-12 |title=Games in play as Knoll visits UK ‘golden cities’ |url=https://www.adelaidenow.com.au/subscribe/news/1/?sourceCode=AAWEB_WRE170_a&dest=https%3A%2F%2Fwww.adelaidenow.com.au%2Fnews%2Fsouth-australia%2Fminister-stephan-knoll-to-visit-uk-commonwealth-games-cities-as-state-government-considers-bid-for-2026-event%2Fnews-story%2Fadcc46318525cd8fcde5e4a8fe57d5d9&memtype=anonymous&mode=premium&v21=GROUPA-Segment-1-NOSCORE |access-date=2023-12-14 |website=[[The Advertiser (Adelaide)|The Advertiser]]}}</ref><ref>{{Cite web |date=2020-08-12 |title=Commonwealth Games Australia partners with Sportfive |url=https://commonwealthgames.com.au/commonwealth-games-australia-partners-with-sportfive/ |access-date=2023-12-12 |website=[[Commonwealth Games Australia]] |language=en-AU}}</ref> Further, the agency also arranged for the [[Bank of America]] to become the presenting partner of the [[2022 Boston Marathon|Boston Marathon in 2022]].<ref>{{Cite web |last=Glendinning |first=Matthew |date=2023-03-28 |title=Bank of America to ‘present’ Boston Marathon in Sportfive-brokered deal |url=https://www.sportbusiness.com/news/bank-of-america-to-present-boston-marathon-in-sportfive-brokered-deal/ |access-date=2023-12-12 |website=SportBusiness |language=en-US}}</ref>

The agency works with various national and international brands and companies such as [[Trivago]], [[Jeep]], [[Nike, Inc.|Nike]], [[BMW]], [[Emirates (airline)|Emirates]], [[Red Bull]] or [[Kellogg's]] and media companies such as [[Sky Group]] and [[DAZN]].<ref name=":16" /><ref>{{Cite web |last=Bertone |first=Federico |date=2012-04-06 |title=Fiat sponsor of Juve, Jeep logo on shirt: 35 million euros in 3 years |url=https://www.firstonline.info/en/fiat-sponsor-of-juve-jeep-brand-on-the-shirt-35-million-euros-in-3-years/ |access-date=2023-12-14 |website=First Online |language=en}}</ref><ref>{{Cite web |last=Barshop |first=David |date=2021-12-05 |title=Sportfive Agency To Launch Global Esports Unit |url=https://thebusinessofesports.com/2021/12/04/sportfive-agency-to-launch-global-esports-unit/ |access-date=2023-12-14 |website=Business of Esports |language=en-US}}</ref><ref>{{Cite web |last=Pegelow |first=Lars |date=2007-09-12 |title=Bundesliga: Finanziell gehört der HSV schon zu Europas Top 20 |trans-title=Bundesliga: HSV already among Europe's top 20 financially |url=https://www.welt.de/regionales/hamburg/article1179297/Finanziell-gehoert-der-HSV-schon-zu-Europas-Top-20.html |access-date=2023-12-14 |website=[[Die Welt]] |language=de}}</ref><ref name=":12" /><ref>{{Cite web |date=2022-11-18 |title=Klitschko-Brüder steigen mit Kellogg's in den Ring |url=https://www.horizont.net/marketing/nachrichten/-Klitschko-Brueder-steigen-mit-Kelloggs-in-den-Ring-41037 |access-date=2023-12-14 |website=Horizont |language=de}}</ref><ref name=":4">{{Cite news |date=2023-01-31 |title=VfB kooperiert mit Vermarkter und kassiert Millionen |language=de |trans-title=VfB cooperates with marketer and collects millions |pages=25 |work=Stuttgarter Zeitung}}</ref>

=== American Football ===
Sportfive supports the [[Kansas City Chiefs]] with their international strategy, asset development and commercial marketing such as expanding its presence and marketing in Germany.<ref>{{Cite web |last=Goldman |first=Charles |date=2022-07-07 |title=Chiefs partner with Sportfive to help grow presence in Germany |url=https://chiefswire.usatoday.com/2022/07/07/kansas-city-chiefs-sportfive-agency-partnership-germany-expanded-presence-business-growth/ |access-date=2023-12-12 |website=Chiefs Wire |language=en-US}}</ref> The [[New York Jets]] have also partnered with Sportfive to support their market presence in the [[United Kingdom|UK]].<ref>{{Cite web |date=2021-12-15 |title=Jets Awarded International Home Marketing Rights to the United Kingdom |url=https://www.newyorkjets.com/news/new-york-jets-in-the-united-kingdom-nfl-international |access-date=2023-12-12 |website=[[New York Jets]] |language=en-US}}</ref>

=== Baseball ===
Sportfive works with the [[Los Angeles Dodgers]] and is responsible for finding a field presenting partner for the [[Dodger Stadium|Dodgers Stadium]] and securing the first jersey partnership for [[Major League Baseball]].<ref>{{Cite web |date=2022-04-19 |title=Los Angeles Dodgers partner with Sportfive to drive global partnership sales |url=https://www.mlb.com/press-release/press-release-los-angeles-dodgers-partner-with-sportfive-to-drive-global-partner |access-date=2023-12-12 |website=[[Major League Baseball|MLB]] |language=en}}</ref><ref>{{Cite web |date=2022-04-19 |title=Sportfive to sell Dodgers' field rights, jersey patch |url=https://www.sportsbusinessjournal.com/Daily/Closing-Bell/2022/04/19/Dodgers.aspx |access-date=2023-12-14 |website=Sports Business Journal |language=en}}</ref>

=== Basketball ===
In the US, Sportfive has partnerships with the [[Los Angeles Lakers]], [[New York Knicks]] and [[Chicago Bulls]]. The collaboration with the Los Angeles Lakers began in 2020 and resulted in the first global partnership for the Lakers with [[CJ Foodville|bibigo]], a [[South Korea|Korean]] food company. Sportfive was also responsible for the Lakers' partnership with the asset management company [[DWS Group|DWS]] as a global investment sponsor. The DWS logo can be seen on the [[Crypto.com Arena]] at home games.<ref>{{Cite web |last=Young |first=Jabari |date=2021-02-17 |title=Lakers hire agency Sportfive to find new jersey sponsor, valued at nearly $200 million |url=https://www.cnbc.com/2021/02/17/lakers-hire-agency-sportfive-to-find-new-jersey-sponsor-valued-at-nearly-200-million.html |access-date=2023-12-12 |website=[[CNBC]] |language=en}}</ref><ref>{{Cite web |last=Glendinning |first=Matthew |date=2021-10-13 |title=Sportfive brokers Lakers-DWS international deal, Hawks added to Socios portfolio |url=https://www.sportbusiness.com/news/sportfive-brokers-lakers-dws-international-deal-hawks-added-to-socios-portfolio/ |access-date=2023-12-12 |website=SportBusiness |language=en-US}}</ref> The same year, Sportfive started to support the Chicago Bulls in the development of a worldwide distribution network, for example to further expand the fan base in France.<ref>{{Cite web |last=Jones |first=Rory |date=2022-09-28 |title=Chicago Bulls hand Sportfive sponsorship brief ahead of NBA Paris game in 2023 |url=https://www.sportspromedia.com/news/chicago-bulls-sportfive-sponsorship-france-nba-paris-2023/ |access-date=2023-12-14 |website=SportsPro |language=en-GB}}</ref><ref>{{Cite web |last=Hodson |first=Joshua |date=2020-10-14 |title=Bulls Partner With Sportfive For International Sponsor Portfolio |url=https://ministryofsport.com/bulls-partner-with-sportfive-for-international-sponsor-portfolio/ |access-date=2023-12-13 |website=Ministry of Sport |language=en-US}}</ref> The New York Knicks hired Sportfive in 2023 to search for a new jersey partner.<ref>{{Cite web |last=Sim |first=Josh |date=2023-02-24 |title=New York Knicks targeting US$30m per year for new jersey patch deal, says report |url=https://www.sportspromedia.com/news/new-york-knicks-jersey-patch-sponsor-2023-all-star-game-tv-ratings/ |access-date=2023-12-12 |website=SportsPro |language=en-GB}}</ref>

Sportfive works with [[FC Bayern Munich (basketball)|FC Bayern Basketball]] and is responsible for sponsor and partner acquisition, team and project management for the club as well as marketing its esports team.<ref>{{Cite web |date=2020-06-12 |title=Die Bayern holen Sportfive als Vermarktungspartner an ihre Seite |url=https://fcbayern.com/basketball/de/news/2019-20/06/sportfive |access-date=2023-12-14 |website=[[FC Bayern Munich (basketball)|FC Bayern Munich Basketball]]}}</ref><ref>{{Cite web |last=Ross |first=Martin |date=2020-06-12 |title=Rebranded Sportfive nets one-year Bayern basketball sponsorship mandate |url=https://www.sportbusiness.com/news/rebranded-sportfive-nets-one-year-bayern-basketball-sponsorship-mandate/ |access-date=2023-12-14 |website=SportBusiness |language=en-US}}</ref><ref>{{Cite web |last=Reja |first=Arpan |date=2022-06-06 |title=FC Bayern Basketball ink partnership renewal with Sportfive |url=https://sportsmintmedia.com/fc-bayern-basketball-ink-partnership-renewal-with-sportfive/ |access-date=2023-12-14 |website=SportsMint Media |language=en-US}}</ref> Further, the agency also initiated the partnership between Kellogg's and the [[German Basketball Federation|German Basketball Association]] (DBB), specifically with youth and women's basketball teams, featuring the Kellogg's logo on all U15 to U19 national teams' jerseys. In addition, Kellogg's is featured on A-boards at all international home matches and in other content formats.<ref>{{Cite web |last=Büker |first=Christoph |date=2023-02-02 |title=Kellogg’s ist neuer Frühstückspartner des DBB |trans-title=Kellogg's is the new breakfast partner of the DBB |url=https://www.basketball-bund.de/kelloggs-ist-neuer-fruehstueckspartner-des-dbb/ |access-date=2023-12-14 |website=[[German Basketball Federation]] |language=de-DE}}</ref>

=== Esports ===
In 2020, Sportfive founded its own esports division,<ref name=":10" /> and launched its own creative collective SQVAD. The collective of three German content creators operates with new media channels to implement projects around esports and gaming, as well as fashion and music.<ref name=":14" /> Further, the agency cooperates with the esports organization [[Gen.G]], which owns and operates teams that compete in games such as [[League of Legends]] (LoL), [[NBA 2K]], [[Fortnite]], [[Valorant]], [[Overwatch]] and [[PUBG: Battlegrounds|PUBG]]. Sportfive is responsible for marketing Gen.G's commercial rights, including securing long-term partnerships and managing sponsorship commitments.<ref name=":11" /> Additionally, Sportfive cooperates with Ampverse'',''<ref name=":12" /> as well as with Fnatic.<ref name=":13" />

=== Football ===
Sportfive works with various national and international [[Copyright|rights holders]] in football. These rights holders include football associations such as [[FIFA]], [[UEFA]] and the [[Asian Football Confederation]], as well as leagues such as the [[Premier League]], the Bundesliga, the [[Serie A]] and the [[Women's Super League|Barclays Women's Super League]].<ref name=":3" /><ref name=":18" /><ref name="Football Sportfive">{{Internetquelle |url=https://sportfive.com/sports/football |titel=Football |werk=Sportfive |sprache=en |abruf=2024-01-23}}</ref>

Sportfive cooperated or cooperates with more than 17 top football clubs in Germany such as [[FC Bayern Munich]], [[Hamburger SV]], [[Hertha BSC]], [[1. FC Union Berlin]], [[FC Schalke 04]], [[Bayer 04 Leverkusen]], and [[Borussia Dortmund]].<ref>{{Cite news |last=Ernst |first=Andreas |date=2023-07-07 |title=Schalkes schwierige Sponsorensuche |language=de |trans-title=Schalke's difficult search for sponsors |pages=11 |work=[[Neue Ruhr Zeitung]]}}</ref><ref>{{cite web |last=Rohr |first=Steffen |date=2023-05-16 |title=Hertha hofft auf frische Millionen von Vermarkter Sportfive |trans-title=Hertha hopes for new millions by marketing agent |url=https://www.kicker.de/hertha-hofft-auf-frische-millionen-von-vermarkter-sportfive-951699/artikel |access-date=2024-01-23 |website=[[Kicker (magazine)|Kicker]] |language=de}}</ref><ref>{{Cite news |last=Böddeling |first=Inga |date=2023-08-22 |title="Fußball ist häufig ein Haufen von Heuchlern" |language=de |trans-title="Football is often a bunch of hypocrites" |pages=21 |work=[[Berliner Morgenpost]]}}</ref><ref name=":4" /><ref name=":6" /> In Germany, the company was instrumental in brokering the naming rights for the [[Volksparkstadion|HSH Nordbank Arena in Hamburg]], the [[Waldstadion (Frankfurt)|Commerzbank Arena in Frankfurt]], or the [[Westfalenstadion|Signa Iduna Park in Dortmund]].<ref>{{Cite news |last=Laux |first=Alexander |date=2011-06-18 |title=Die Firma HSV |pages=37 |work=Hamburger Abendblatt |issue=140}}</ref><ref>{{Cite news |date=2014-06-05 |title=Wie der Teufel das Weihwasser |language=de |trans-title=Like the devil takes holy water |pages=8 |work=Immobilien Zeitung}}</ref><ref>{{Cite news |date=2007-03-29 |title=Die Schweiz wirbt in Dortmund |language=de |trans-title=Switzerland advertises in Dortmund |pages=35 |work=[[Basler Zeitung]]}}</ref> Further, Sportfive is the overall marketer for more than 70 European football clubs,<ref name=":6" /> including [[Paris Saint-Germain F.C.]],[[Olympique Lyon]] and [[AS Monaco FC|AS Monaco]] from the [[Ligue 1|French Ligue 1]],<ref>{{Cite web |last=Mahadik |first=Gauresh |date=2022-10-27 |title=Lyon extend collaboration with Sportfive until 2029 |url=https://sportsmintmedia.com/lyon-extend-collaboration-with-sportfive-until-2029/ |access-date=2023-12-12 |website=Sports Mint |language=en-US}}</ref><ref>{{Cite web |last=Bailleul |first=Alexandre |date=2021-06-30 |title=Etoro succède à Fedcom comme nouveau sponsor maillot de l'AS Monaco en Ligue 1 |trans-title=Etoro succeeds Fedcom as AS Monaco's new shirt sponsor in Ligue 1 |url=https://www.sportbuzzbusiness.fr/etoro-succede-a-fedcom-comme-nouveau-sponsor-maillot-de-las-monaco-en-ligue-1.html |access-date=2023-12-14 |website=Sport Buzz Business |language=fr-FR}}</ref><ref name="Football Sportfive" /> Atalanta BC, [[U.C. Sampdoria]] and [[Juventus F.C.]] from [[Serie A|Italy’s Serie A]],<ref name=":9" /><ref name=":19" /><ref name=":7">{{Cite web |last=Wodzak |first=Yvonne |date=2008-03-25 |title=Sportfive und 'Juve' schließen 15-Jahre-Deal |trans-title=Sportfive and 'Juve' sign 15-year deal |url=https://www.new-business.de/_rubric/detail.php?rubric=KOMMUNIKATION&nr=572535 |access-date=2023-12-13 |website=New Business |language=de-DE}}</ref> [[P.A.O.K. F.C.|PAOK FC]] from the [[Superleague Greece]],<ref>{{Cite web |date=2014-03-20 |title=Συνεργασία ΠΑΟΚ με Sportfive |trans-title=Cooperation between PAOK and Sportfive |url=https://www.novasports.gr/sport/podosfairo/event/super-league-1/article/1040718/synergasia-paok-me-sportfive/ |access-date=2023-12-13 |website=[[Novasports]] |language=el}}</ref> as well as English clubs such as [[Chelsea F.C.]], [[Liverpool F.C.]], [[Tottenham Hotspur F.C.|Tottenham Hotspur]] and [[Manchester City]],<ref name=":8">{{Cite web |last=Wodzak |first=Yvonne |date=2011-04-21 |title=Sportfive angelt sich FC Chelsea |trans-title=Sportfive acquires Chelsea FC |url=https://www.new-business.de/_rubric/detail.php?rubric=KOMMUNIKATION&nr=609940 |access-date=2023-12-13 |website=New Business |language=de}}</ref><ref>{{Cite web |last=Bremer |first=Uwe |last2=Stolpe |first2=Daniel |date=2008-07-21 |title=Hertha BSC tritt gegen eine Legende an |trans-title=Hertha BSC takes on a legend |url=https://www.morgenpost.de/sport/hertha/article102198149/Hertha-BSC-tritt-gegen-eine-Legende-an.html |access-date=2023-12-14 |website=Berliner Morgenpost |language=de}}</ref><ref name="Football Sportfive" /> or Spanish clubs [[Atlético Madrid]] and [[Real Madrid CF]].<ref name=":5">{{Cite web |last=Glendinning |first=Matthew |date=2022-07-14 |title=Sportfive agency behind ground-breaking Atlético Madrid-WhaleFin deal |url=https://www.sportbusiness.com/news/sportfive-agency-behind-ground-breaking-atletico-madrid-whalefin-deal/ |access-date=2023-12-12 |website=SportBusiness |language=en-US}}</ref><ref name=":4" /> There are also coorperations with national teams such as the [[United States men's national soccer team]].<ref name="Football Sportfive" />


The cooperations may vary depending on the demand. [[VfB Stuttgart]], for example, entered into a comprehensive partnership with Sportfive up to and including 2027/2028. Among other things, the agency is supposed to support VfB Stuttgart in its search for sponsors and in marketing the modernized stadium for [[UEFA Euro 2024]].<ref>{{Cite web |last=Pollmann |first=Lars |title=Bis zu 255 Mio. Euro: So viel soll der VfB mit Sportfive verdienen |trans-title=Up to 255 million euros: This is how much VfB is set to earn with Sportfive |url=https://fussball.news/a/bis-zu-255-mio-so-viel-soll-vfb-mit-sportfive-verdienen |access-date=2023-12-12 |website=Fussball.News |language=de}}</ref><ref name=":3" /><ref>{{Cite news |last=Ubina |first=Carlos |date=2023-08-05 |title=Das nächste Millionenpaket |language=de |trans-title=The next package worth millions |pages=30 |work=Hohenloher Zeitung}}</ref> Since 2010, Chelsea F.C. has been cooperating with Sportfive. This involves Sportfive marketing players from the first squad on behalf of Chelsea F.C. in Europe, as well as connecting them with larger and local brands as part of its own ambassador program.<ref>{{Cite web |last=Long |first=Michael |date=2010-06-07 |title=Chelsea FC turn attention to Germany with Sportfive |url=https://www.sportspromedia.com/news/chelsea_fc_turn_attention_to_germany_with_sportfive/ |access-date=2023-12-13 |website=SportsPro |language=en-GB}}</ref><ref name=":8" /> In 2021, the agency facilitated the partnership between travel provider [[Trivago]] and Chelsea F.C.<ref>{{Cite web |last= |date=2022-08-05 |title=Premier League 2022/23 commercial guide: Every club, every sponsor, all the major TV deals |url=https://www.sportspromedia.com/insights/analysis/premier-league-2022-23-guide-club-sponsor-tv-rights-deals/ |access-date=2023-12-13 |website=SportsPro |language=en-GB}}</ref> In 2022, Sportfive enabled a jersey sponsorship for the Spanish club Atlético Madrid by the [[Cryptocurrency]] investment app Whalefin.<ref name=":5" />
In 2004, the private equity firm [[Advent International]] finalized its acquisition of Sportfive S.A.,<ref>{{cite web|url=http://www.adventinternational.com/news/pressreleases/Pages/pressRelease_20040625.aspx?Language=English |title= Advent International finalises its acquisition of Sportfive, and appoints new senior management |publisher=Adventinternational.com |date=25 June 2004 |access-date=2012-07-07|archive-url=https://web.archive.org/web/20100825175616/http://www.adventinternational.com/news/pressreleases/Pages/pressRelease_20040625.aspx?Language=English|archive-date=25 August 2010}}</ref> and in November 2006 sold it to the French media giant [[Lagardère Group|Lagardère]] for an estimated €865 million.<ref>{{cite web|url=http://www.adventinternational.com/news/pressreleases/Pages/pressRelease_20061120.aspx?Language=English |title= Advent International agrees to sell Sportfive to Lagardère|publisher=Adventinternational.com |date=20 November 2010 |access-date=2012-07-07|archive-url=https://web.archive.org/web/20100825060242/http://www.adventinternational.com/news/pressreleases/Pages/pressRelease_20061120.aspx?Language=English|archive-date=25 August 2010}}</ref><ref>{{cite web|url=http://www.lagardere.com/press-room/press-releases/press-releases-363.html&idpress=1356|title=Agreement to acquire Sportfive|date=20 November 2006|access-date=9 January 2017|publisher=Lagardère Group}}</ref>


Previous clients were the Italian clubs Juventus F.C., Atalanta BC and U.C. Sampdoria.<ref name=":9" /><ref name=":7" /><ref name=":19">{{Cite web |last=Nebel |first=Harald |date=2008-07-29 |title=Sportfive Italia baut die Zusammenarbeit mit U.C. Sampdoria aus |trans-title=Sportfive Italia expands its cooperation with U.C. Sampdoria |url=https://www.new-business.de/_rubric/detail.php?rubric=KOMMUNIKATION&nr=577231 |access-date=2023-12-14 |website=New Business |language=de}}</ref>
In 2015, Sportfive was integrated into [[Lagardère Sports and Entertainment]], as Lagardère Sports S.A.S.<ref>{{cite web|url=http://www.lagardere.com/press-room/press-releases/press-releases-363.html&idpress=6940|title=Lagardère Unlimited rebrands to Lagardère Sports and Entertainment |date=15 September 2015|access-date=9 January 2017|publisher=Lagardère Group}}</ref> Thereafter, the Sportfive Group business in Germany, Sportfive GmbH, became Lagardère Sports Germany GmbH,<ref>{{cite web|url=http://fck.de/de/1-fc-kaiserslautern/business/business-news/news/detail/News/sportfive-neuer-markenauftritt-als-lagardere-sports.html|title=SPORTFIVE: Neuer Markenauftritt als Lagardère Sports|date=11 January 2016|access-date=10 January 2017|publisher=1.FC Kaiserslautern |language=de}}</ref> and the UK business became Lagardère Sports UK.<ref name="auto"/>


One of Sportfive's largest projects is the marketing and provision of the official hospitality packages for the [[UEFA Euro 2024]], for which the UEFA commissioned ''Hospitality Experience AG'', a joint venture between Sportfive and ''Fortius AG''.<ref>{{Cite web |last=UEFA.com |date=2022-10-19 |title=UEFA ernennt die 2024 Hospitality Experience AG als Dienstleister der offiziellen Hospitality-Pakete für die UEFA EURO 2024 |trans-title=UEFA appoints 2024 Hospitality Experience AG as service provider of the official hospitality packages for UEFA EURO 2024 |url=https://de.uefa.com/insideuefa/news/027a-16624b9df6b9-b9f3c9202e5e-1000--uefa-ernennt-die-2024-hospitality-experience-ag-als-dienstle/ |access-date=2023-12-14 |website=[[UEFA]] |language=de}}</ref><ref name=":18">{{Cite web |last=Sonnenschein |first=Bettina |date=2023-02-28 |title=Vermarktungsstart: So will die UEFA die Europameisterschaft 2024 zum nachhaltigen Fest machen |url=https://www.horizont.net/marketing/nachrichten/vermarktungsstart-so-will-die-uefa-die-europameisterschaft-2024-zum-nachhaltigen-fest-machen-210046 |access-date=2023-12-14 |website=Horizont |language=de}}</ref>
In May 2020, the agency was rebranded back to Sportfive following its takeover by H.I.G. Europe, an arm of the international private equity and asset management firm [[H.I.G. Capital]]. The revived name and new corporate identity was unveiled and became effective immediately across all regional operations and for most subsidiary companies. H.I.G. acquired a 75.1% stake in the business in April 2020, and the remaining shares in July 2021.<ref>[https://www.sportspromedia.com/news/hig-capital-sportfive-agency-lagardere-sale-private-equity H.I.G. Capital takes full control of Sportfive] - Ed Dixon, SportsPro, 27 July 2021</ref>


=== Formula 1 ===
The rebranding follows the restructuring of the global leadership team at the agency. The four-person executive committee includes Chief Executive Stefan Felsing, an experienced sports marketing executive who has returned to the agency, Chief Operating Officer Philipp Hasenbein, the longtime head of Lagardère Sports Germany, and Robert Müller von Vultejus, another Lagardère Sports veteran who takes up the newly created position of Chief Growth Officer.<ref>{{Cite web|date=2020-05-28|title=Sportfive name revived in Lagardère Sports and Entertainment rebrand|url=https://www.sportbusiness.com/news/sportfive-name-revived-in-lagardere-sports-and-entertainment-rebrand/|access-date=2020-08-20|website=SportBusiness|language=en-US}}</ref>
In motorsports, Sportfive works with several racing series on commercial and marketing strategies. In [[Formula One]], Sportfive has worked with [[Mercedes-Benz in Formula One|Mercedes-Benz]] and [[Scuderia Ferrari]] among others. Sportfive is responsible for acquiring sponsors for Mercedes' Formula One team, e.g., the partnership with [[Starwood]].<ref>{{Cite web |last=Wittemeier |first=Roman |date=2010-05-18 |title=Neue Kooperation: Mercedes und Sportfive |trans-title=New cooperation: Mercedes and Sportfive |url=https://www.motorsport-total.com/formel-1/news/neue-kooperation-mercedes-und-sportfive-10051804 |access-date=2023-12-12 |website=Motorsport Total |language=de}}</ref><ref>{{Cite web |last=König |first=Michael |date=2013-01-23 |title=Formel 1: Mercedes AMG Petronas gibt weiter Gas mit Sportfive |trans-title=Formula 1: Mercedes AMG Petronas continues to step on the gas with Sportfive |url=https://www.new-business.de/_rubric/detail.php?rubric=KOMMUNIKATION&nr=632137 |access-date=2023-12-12 |website=New Business |language=de}}</ref>


==Business==
=== Handball ===
For the [[International Handball Federation]] (IHF), Sportfive manages the marketing of worldwide media rights and the marketing rights for all IHF World Championships until 2031. This includes the World Championships for [[IHF World Men's Handball Championship|men]]'s and [[IHF World Women's Handball Championship|women]]'s youth and seniors as well as the IHF Olympic Qualification Tournaments, the [[IHF Beach Handball World Championships]] for men and women and the [[2023 IHF Beach Handball Global Tour|IHF Beach Handball Global Tour]].<ref>{{Cite web |date=2022-03-09 |title=IHF and SPORTFIVE expand and extend partnership to 2031 |url=https://www.ihf.info/media-center/news/ihf-and-sportfive-expand-and-extend-partnership-2031 |access-date=2023-12-12 |website=IHF}}</ref><ref>{{Cite web |last=Ross |first=Martin |date=2022-03-09 |title=Sportfive lands IHF media and sponsorship rights to 2031 after submitting revised offer |url=https://www.sportbusiness.com/news/sportfive-lands-ihf-media-and-sponsorship-rights-to-2031-after-submitting-revised-offer/ |access-date=2023-12-14 |website=SportBusiness |language=en-US}}</ref> At the 2023 Men's World Handball Championships in [[Poland]] and [[Sweden]], Sportfive gained [[Falken Tire|Falken Tire Europe]] and Trivago, among others, as official partners of the [[2023 World Men's Handball Championship|IHF World Championship 2023]]. Falken Tire Europe obtained the title and logo rights, as well as the advertising rights. The branding of the official online travel partner Trivago appeared during the World Cup matches. Sportfive also served as the official partner for the sale of hospitality club packages for the championship matches in Poland.<ref>{{Cite web |last=Daiker |first=Nils |date=2022-03-09 |title=Handball: IHF vereinbart exklusive Partnerschaft mit Sportfive |trans-title=Handball: IHF agrees exclusive partnership with Sportfive |url=https://www.sportsbusiness.at/handball-ihf-vereinbart-exklusive-partnerschaft-mit-sportfive/ |access-date=2023-12-12 |website=SportsBusiness |language=de}}</ref><ref name=":16">{{Cite web |last=Saleh |first=Tariq |date=2022-12-08 |title=Sportfive lands Falken and Trivago as sponsors for 2023 IHF Men’s World Championships |url=https://www.sportcal.com/sponsorship/sportfive-lands-falken-and-trivago-as-sponsors-for-2023-ihf-mens-world-championships/ |access-date=2023-12-12 |website=Sportcal |language=en-US}}</ref><ref>{{Cite web |last=König |first=Michael |date=2013-09-03 |title=Golf: Sportfive vermarktet Hospitality-Programm beim Ryder Cup |url=https://www.new-business.de/_rubric/detail.php?rubric=KOMMUNIKATION&nr=640797 |access-date=2023-12-12 |website=New Business |language=de}}</ref>
Sportfive is one of leading football agencies and one of the largest sports agencies worldwide. The agency also has a reputation in esports. The agency has a wide variety of services but predominantly Sportfive is active in consulting, partnership sales and marketing as well as sponsorship activation. <ref>{{cite web|url=http://www.Sportfive.com/index.php?id=170&L=1 |access-date=August 25, 2012 |url-status=dead |archive-url=https://web.archive.org/web/20090712053946/http://www.sportfive.com/index.php?id=170&L=1|title=Profil |archive-date=July 12, 2009 |language=de}}</ref>
In recent years, Sportfive has optimized and fine-tuned its comprehensive marketing concept for football clubs. The concept includes recruiting a suitable shirt sponsor, marketing and advertising panels in the stadium, organizing of hospitality events, marketing TV and Internet rights, and developing marketing concepts and realizing them in a professional manner with a team based at the club. Currently Sportfive International Sàrl is the official sales agent of Match Hospitality in the territory of Continental Europe for the sale of the Official Hospitality Programme for the 2010 [[FIFA World Cup]] South Africa.<ref>{{Cite web |url=http://www.sportfive.com/index.php?id=2660&L=0 |title=SPORTFIVE: FIFA World Cup Hospitality |access-date=2009-09-24 |archive-url=https://web.archive.org/web/20091005062210/http://www.sportfive.com/index.php?id=2660 |archive-date=2009-10-05 |url-status=dead }}</ref>


Sportfive was also responsible for the media production of the [[2023 World Women's Handball Championship]] in Norway, Sweden and Denmark. The agency produced the world feed and distributed the matches all over the world. Sportfive also ran the commercial program on behalf of the championship as well as on behalf of the IHF.<ref>{{Cite web |date=2023-12-17 |title=DEN/NOR/SWE 2023 Closing Media Conference: “A great show” |url=https://www.ihf.info/media-center/news/dennorswe-2023-closing-media-conference-great-show |access-date=2024-01-23 |website=International Handball Federation |language=en}}</ref> Further, Sportfive is the exclusive sales agency for the [[French Handball Federation]]. As part of this agreement, Sportfive assists the Federation in developing its sponsorship revenues in France and abroad.<ref>{{Cite web |last=Bailleul |first=Alexandre |date=2023-09-07 |title=Sportfive devient l'agence commerciale exclusive de la Fédération Française de Handball |trans-title=Sportfive becomes the exclusive sales agency for the French Handball Federation |url=https://www.sportbuzzbusiness.fr/sportfive-devient-lagence-commerciale-exclusive-de-la-federation-francaise-de-handball.html |access-date=2023-12-14 |website=Sport Buzz Business |language=fr-FR}}</ref>
In February 2009, the [[International Olympic Committee]] appointed Sportfive as its official media rights agent for the [[2014 Winter Olympics]] in Sochi, Russia, and the [[2016 Summer Olympics]] in Rio de Janeiro, Brazil across all distribution platforms, in 40 European markets.<ref>[http://www.Sportfive.com/index.php?id=2684] {{webarchive|url=https://web.archive.org/web/20090904045615/http://www.sportfive.com/index.php?id=2684|date=September 4, 2009}}</ref> In addition to its leading role in the field of football marketing, Sportfive is also involved in many other international professional sports arenas such as [[Team handball|handball]], [[basketball]], [[triathlon]], [[tennis]] and [[motor sports]].


=== Golf ===
Sportfive has cooperations in place with more than 30 football associations and over 250 clubs, as well as ten leagues.<ref>{{cite web|url=http://www.Sportfive.com/index.php?id=170&L=0 |access-date=August 25, 2012|title=SPORTFIVE - Europe's leading sports rights marketing company|url-status=dead |archive-url=https://web.archive.org/web/20090228045008/http://www.sportfive.com/index.php?id=170&L=0 |archive-date=February 28, 2009 }}</ref> In Germany, Sportfive already represents ten Bundesliga clubs (among others: [[Hamburger SV]], [[Hertha BSC Berlin]], [[Karlsruher SC]] and [[Borussia Dortmund]]). Leading clubs from other European football leagues have also chosen to sign with Sportfive, including [[Olympique Lyon]], [[Paris St. Germain]], [[AJ Auxerre]] and [[AS Monaco FC|AS Monaco]] from the French Ligue 1, [[Atalanta Bergamo]], [[U.C. Sampdoria]] and [[Juventus F.C.]] from Italy’s Serie A and [[P.A.O.K. F.C.|PAOK FC]] [[Superleague Greece]].
The agency marketed the hospitality programs at the [[2014 Ryder Cup]] in [[Scotland]].<ref>{{Cite web |last=Long |first=Michael |date=2013-09-03 |title=Sportfive takes on Ryder Cup assignment |url=https://www.sportspromedia.com/news/sportfive_takes_on_ryder_cup_assignment/ |access-date=2023-12-13 |website=SportsPro |language=en-GB}}</ref> In addition, Sportfive will oversee all aspects of the Myrtle Beach PGA Tour 2024 and managed several other [[PGA Tour]] tournaments, including [[Desert Classic|The American Express]], the [[Fortinet Championship]], [[Barbasol Championship]], and [[Puerto Rico Open]], as well as the [[LECOM Suncoast Classic|Lecom Suncoast Classic]] on the [[Korn Ferry Tour]].<ref>{{Cite web |last=Long |first=Michael |date=2021-07-02 |title=Sportfive bolsters golf presence with Global Golf Management takeover |url=https://www.sportspromedia.com/news/sportfive-global-golf-management-agency-takeover/ |access-date=2023-12-12 |website=SportsPro |language=en-GB}}</ref><ref>{{Cite web |last=Saleh |first=Tariq |date=2023-08-03 |title=Sportfive to manage new Myrtle Beach PGA Tour event |url=https://www.sportcal.com/newsletters/sportfive-to-manage-new-myrtle-beach-pga-tour-event/?type=Analysis;&utm_source=email_NS&utm_medium=email&utm_content=Other_Daily_News_Articles&utm_campaign=type3_sport-market&cf-view |access-date=2023-12-13 |website=Sportcal |language=en-US}}</ref> Several golfers are also under contract, including [[Jon Rahm]], [[Lilia Vu]], and [[John Catlin (golfer)|John Catlin]].<ref>{{Cite web |title=Golf |url=https://sportfive.de/sports/golf |access-date=2023-12-12 |website=Sportfive |language=de}}</ref> Through the acquisition of ''Gaylord Sports Management'' in 2012, Sportfive acquired clients such as professional players [[Phil Mickelson]] and [[Keegan Bradley]].<ref>{{Cite web |last=Strahelndorf |first=Peter |date=2012-01-09 |title=Sportfive-Mutter Lagardère Unlimited kauft die US-Agentur Gaylord Sports Management |trans-title=Sportfive parent Lagardère Unlimited buys US agency Gaylord Sports Management |url=https://www.new-business.de/_rubric/detail.php?rubric=KOMMUNIKATION&nr=618415 |access-date=2023-12-14 |website=New Business |language=de-DE}}</ref> Sportfives's golf operations were further expanded by the acquisition of golf event company ''Jeff Sanders Promotion of Beaverton'' in 2012.<ref>{{Cite web |last=Brettman |first=Allan |date=2014-01-13 |title=Jeff Sanders Promotions of Beaverton — JSP — acquired by Lagardère Unlimited Golf |url=https://www.oregonlive.com/playbooks-profits/2014/01/jeff_sanders_promotions_of_bea.html |access-date=2023-12-12 |website=[[The Oregonian]] |language=en}}</ref> In addition to promotion of professional players and event management, the agency also markets equipment partnerships to players, for example with [[Callaway Golf Company]], or ''TravisMathew'' apparel and ''Cuarter'' footwear.<ref>{{Cite web |last=Robinson |first=Spencer |date=2021-02-24 |title=Sportfive Launches New Global Golf Strategy |url=https://agif.asia/2021/02/sportfive-launches-new-global-golf-strategy/ |access-date=2023-12-12 |website=Asian Golf Industry Federation |language=en-US}}</ref> In 2021, Sportfive acquired golf event management, consulting and distribution company ''Global Golf Management''.<ref>{{Cite web |last=Dave |first=Shedloski |date=2021-07-01 |title=Major sports agency Sportfive acquires Global Golf Management to expand its business |url=https://www.golfdigest.com/story/sportfive-agency-acquires-global-golf-management |access-date=2023-12-12 |website=[[Golf Digest]] |language=en}}</ref>


==Corporate structure==
In August 2012, Sportfive organized the friendly game between [[FC Dinamo București|Dinamo Bucharest]] and [[FC Barcelona]] at the [[Arena Națională]], [[Bucharest]], [[Romania]].<ref name="bucharest">{{cite web|url=http://www.gsp.ro/fotbal/amicale/oficialii-barcelonei-dau-ok-ul-am-inspectat-totul-national-arena-este-un-stadion-frumos-345348.html|title=Oficialii Barcelonei dau OK-ul: "Am inspectat totul."|publisher=Gazeta Sporturilor|date=10 July 2012|access-date=8 August 2012|language=ro}}</ref>
The company is managed globally by Stefan Felsing (Chief Executive Officer), Philipp Hasenbein (Chief Operating Officer), Robert Müller von Vultejus (Chief Growth Officer) and Christian Peters (Chief Financial Officer).<ref name=":0" /> The agency has offices in:


* South-West Asia: [[United Arab Emirates]],
In Germany, the company was instrumental in brokering the naming rights for the HSH Nordbank Arena in Hamburg, the Commerzbank Arena in Frankfurt, the Signa Iduna Park in Dortmund and others.
* Pacific Asia: [[Japan]], [[South Korea]], [[Singapore]], [[China]], [[Australia]],
* Europe: Germany, [[Poland]], [[Hungary]], [[Spain]], [[Switzerland]], [[Netherlands]], [[United Kingdom|UK]], [[France]],
* USA: [[New York City|New York]], [[Columbia, South Carolina|Columbia]], [[Dallas]], [[Scottsdale, Arizona|Scottsdale]], [[St. Simons, Georgia|St. Simons Island]], [[Washington, D.C.]]<ref>{{Cite web |title=Locations |url=https://sportfive.com/locations |access-date=2023-12-13 |website=Sportfive |language=en}}</ref>


=== Subsidiaries ===
Sportfive also offers a wide range of consulting services and regularly publishes comprehensive market and media studies, feasibility studies and up-to-date market research reports.
Sportfive's subsidiaries include, among others, the companies ''EKS'', ''Brave'' and ''Build a Rocket''.<ref>{{Cite web |title=About us |url=https://sportfive.com/about-us |access-date=2023-12-13 |website=Sportfive}}</ref> The latter is an esports agency that provides consulting, strategy and marketing campaigns for companies in the esports sector.<ref>{{Cite web |last= |first= |date=2021-08-06 |title=KitKat tut sich mit PlayStation zusammen |trans-title=KitKat teams up with PlayStation |url=https://www.wuv.de/Archiv/KitKat-und-PlayStation-in-globaler-Kampagne-vereint |access-date=2023-12-13 |website=Werben & Verkaufen |language=de}}</ref> Brave is a production company and provides creative and content development services, which produced for example ''Rio Ferdinand’s Tipping Point''.<ref>{{Cite web |last=Tracy |first=Andrew |date=2022-10-21 |title=Soccer legend Rio Ferdinand fronts Prime Video’s “Tipping Point” docuseries |url=https://realscreen.com/2022/10/21/soccer-legend-rio-ferdinand-fronts-prime-videos-tipping-point-docuseries/ |access-date=2023-12-14 |website=[[Brunico Communications| Realscreen]]}}</ref> Based in [[Switzerland]], EKS was formed in 1998 as part of an effort by the IOC to formalise the transfer of knowledge from one Olympic Games organiser to the next and provides technical execution of event planning, production, and operational services.<ref>{{Cite web |last=Long |first=Michael |date=2020-05-28 |title=Sportfive name revived as Lagardère completes global rebranding |url=https://www.sportspromedia.com/news/sportfive-returns-lagardere-rebranding/ |access-date=2023-12-13 |website=SportsPro |language=en-GB}}</ref><ref>{{Cite web |last=Butler |first=Nick |date=2014-01-02 |title=Kraków 2022 hires McLatchey's EKS to help with Olympic bid |url=https://www.insidethegames.biz/articles/1017679/krakow-2022-hires-mclatchey-s-eks-to-help-with-olympic-bid |access-date=2023-12-14 |website=Inside the games}}</ref><ref name=":15" />


== Bibliography ==
In May 2022, Sportfive announced the acquisition of brand-focused marketing specialists Wolfe Solutions. As part of the acquisition, Wolfe Solutions will be rebranded under the Sportfive banner and see its team integrated into the organization, in addition to SportFive expanding its footprint in the US by retaining Wolfe Solutions' Columbia and South Carolina offices.<ref>{{cite journal|date=12 May 202|url= https://www.sportspromedia.com/news/sportfive-wolfe-solutions-acquisition-sports-agency/|title=Sportfive announces Wolfe Solutions acquisition|journal=Sports Pro Media|access-date=12 May 2022}}</ref>


* Bergmann, Andreas (2023). "Rechte und Rechteverwertung im Sport" [Rights and exploitation of rights in sport]. In Bergmann, Andreas (ed.). Verwertung kommerzieller Rechte im Sportmarketing – Theorieüberblick und Praxiseinblick [Exploitation of commercial rights in sports marketing – theoretical overview and practical insight] (in German). Wiesbaden: [[Springer Gabler]]. pp. 1–33. ISBN 978-3-658-42469-5
===Sportfive Italia===
* Bruhn, Manfred; Rohlmann, Peter (2022). "Vertriebswege im Sportmarketing" [Distribution channels in sports marketing]. In Bruhn, Manfred (ed.). Sportmarketing: Grundlagen – Strategien – Instrumente [Sports Marketing: Basics – Strategies – Instruments] (in German). Wiesbaden: Springer Gabler. pp. 71–77. ISBN 978-3-658-37175-3.
Sportfive Italy S.r.l. is part of the international Sportfive Group and cooperates with the Serie A teams [[Juventus F.C.]], [[Atalanta B.C.]] and [[U.C. Sampdoria]]. For these clubs, Sportfive Italy is the concessionaire of certain marketing and commercial rights. As part of a long-term strategic partnership with Juventus, Sportfive Italy exclusively sells the naming right and markets other promotional and sponsorship rights for the new stadium in Turin. Since 2001, the agency has been implementing its comprehensive marketing model for Atalanta B.C. This comprehensive marketing model developed by Sportfive integrates different sponsorship and hospitality tools into an interlinked marketing network and has been successfully applied to numerous clubs across Europe. For [[U.C. Sampdoria]], Sportfive Italy manages specific aspects of the commercial and marketing rights. The newly established Italian unit for Stadium Development draws on the Sportfive Group’s expertise in this field and manages new stadium construction and modernization projects in all phases.<ref>{{cite web|url=http://www.Sportfive.com/index.php?id=394 |title=Company Profile |publisher=Sportfive |date=2008-03-18 |access-date=2012-07-07}}</ref>


==References==
==References==
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[[Category:Companies based in Hamburg]]
[[Category:Companies based in Hamburg]]
[[Category:Companies based in Paris]]
[[Category:Pan-European media companies]]
[[Category:Pan-European media companies]]
[[Category:Sports marketing]]
[[Category:Sports marketing]]
[[Category:Sports companies]]
[[Category:Sports companies]]
[[Category:Sports sponsorships]]
[[Category:Sports events]]

Revision as of 08:36, 1 March 2024

This article is about an international sports rights marketing agency. For an Israeli group of television channels, see Sport 5. For a Philippine sports programming division formerly known as Sports5, see One Sports. For the British radio programming block on BBC Radio 5 also known as "Sport on 5", see 5 live Sport.
Sportfive
Company typeSubsidiary
IndustrySports Marketing
Founded2001
Headquarters
Hamburg
,
Germany
Key people
  • Stefan Felsing (CEO),
  • Philipp Hasenbein (COO),
  • Robert Müller von Vultejus (CGO),
  • Christian Peters (CFO)
Services
  • Sports marketing
  • sports events
  • sports sponsorship
OwnerH.I.G. Capital (100%)
Number of employees
1,200
Websitewww.sportfive.com

Sportfive (stylized as SPORTFIVE) is a German based international sports marketing agency with offices around the world. The agency operates in sports consulting, partnership sales, marketing and sponsorship activation. Its headquarters are located in Hamburg, Germany. Sportfive employs around 1,200 people and markets over 30 different sports disciplines, including football, American football, baseball, basketball, esports & gaming, golf, handball and motorsport.[1] Since 2020, Sportfive has been part of US private equity firm H.I.G. Capital.[2][3]

History

In 1987, UFA first secured the rights to broadcast Bundesliga games in a deal with German Football Association (DFB), as well as the rights to broadcast the Wimbledon Championships. This led to the development of the sports rights marketing business under UFA Sports.[4][2][5]

Sportfive was formed in 2001, after the acquisition of joint control of the French sports rights agency Groupe Jean-Claude Darmon SA (GJCD) by Canal+ and RTL Group had been cleared by the European Commission. As part of the deal, Canal+ and RTL merged their sports rights agencies, respectively Sport+ and UFA Sports, to become Sportfive.[6][7]

The newly formed agency was one of the first in Germany to implement naming rights sponsoring and has been supporting companies in the procurement of stadium names since 2001. For example, Sportfive brokered the deal that led to the Hamburger SV's Volksparkstadion becoming the AOL Arena. In 2001, Sportfive became marketing agent for Arminia Bielefeld, as well as Atalanta BC.[2][8][9]

In 2003, Sportfive took over its Munich-based competitor ISPR, which had been marketing Bundesliga rights abroad.[10] One year later, RTL Group and Canal+ sold their shares in Sportfive to the private equity firm Advent International. As part of the takeover, a new company was founded in which the RTL Group held a 25% stake once again.[7] Two years later, in November 2006, Sportfive was taken over by the French conglomerate Lagardère for an estimated €865 million.[3][11] In 2008, Lagardère Sports acquired around 70% of the voting rights and capital of Seamus O'Brien's World Sport Group (WSG), a sports marketing, event management and media company in Asia, with a roster of golf, association football and cricket events.[12][13]

In 2005, Sportfive was commissioned by the City of Hamburg to coordinate the city's marketing activities for the 2006 FIFA World Cup in Germany.[14] Subsequently, the agency marketed television rights for the 2008 UEFA Euro Football Championships and organized the sale of the official hospitality program for the 2010 FIFA Football World Cup in South Africa in continental Europe. Additionally, Sportfive marketed the 2009 World Athletics Championships in Berlin and was appointed by the International Olympic Committee (IOC) as its official media rights agent for the 2012 and 2016 Summer Olympics, as well as the 2014 Winter Olympics. In August 2012, Sportfive organized the friendly game between Dinamo Bucharest and FC Barcelona at the Arena Națională in Bucharest, Romania.[15] Further, Sportfive launched the channel Sportdigital in cooperation with the German handball, basketball and volleyball Bundesliga.[16][17] At the time, Sportfive's clients included more than 270 sports clubs and athletes. The clients came from various disciplines such as handball, basketball, rugby and motorsport, as well as boxing (Klitschko brothers).[17]

In 2015, following the acquisition of the remaining shares of WSG by the Lagardère Group, all sports marketing agencies within the group, including Sportfive, WSG, IEC in Sports, Sports Marketing and Management (SMAM) and Lagardère Unlimited Inc. were integrated into Lagardère Sports and Entertainment and renamed Lagardère Sports S.A.S.[18][19]

In May 2020, the agency was rebranded back to Sportfive following its takeover by H.I.G. Europe, an arm of the international private equity and asset management firm H.I.G. Capital.[2][3] H.I.G. acquired a 75.1% stake in the business in April 2020, and the remaining shares in July 2021.[3] The rebranding to Sportfive followed the restructuring of the agency's global leadership team. The executive committee included Stefan Felsing, Philipp Hasenbein, and Robert Müller von Vultejus, respectively former executives at Sportfive and Lagardère Sports.[20] That same year, Sportfive founded its own esports division.[21] Since 2022, there has been a cooperation with the global esports organization Gen.G.[22] Following this, Sportfive signed a cooperation deal with Ampverse,[23] as well as being appointed as the official sales agency of Fnatic for global partnerships.[24]

In Spring 2022, Sportfive launched its own creator collective called SQVAD with a focus on esports and gaming, but also other lifestyle themes like fashion and music.[25] Among the subsidiaries of SQVAD are the event management company Event Knowledge Services (EKS),[26] the creative agency Brave[27] and the German-based esports agency Build a Rocket, which Sportfive had previously acquired in 2021.[28][29]

In May 2022, Sportfive announced the acquisition of brand-focused marketing agency Wolfe Solutions. As part of the acquisition, Wolfe Solutions was rebranded under the Sportfive banner and integrated into the organization, in addition to Sportfive expanding its operations in the US by retaining Wolfe Solutions' Columbia and South Carolina offices.[30]

In 2023, Sportfive appointed former CEO of WSG O’Brien as president of the agency's Asia–Pacific division.[31] The same year, Sportfive and Dojo founded the joint venture Dravt, an agency for pop culture in the sports business.[1][32]

Business operations

Sportfive markets over 30 sports. In addition to football, these include predominantly American football, basketball, handball, motor sports like Formula One, golf, baseball and esports & gaming.[1] Other sports include cycling, endurance sports, field hockey, horse racing, rugby, sailing, swimming, surfing, table tennis, weightlifting and winter sports.

The agency markets campaigns and endorsement agreements for a variety of clients in the sports sector, as well as representing individual international athletes. These include services for rights holders and companies, such as distribution strategies, internationalization, (virtual) A-boards and stadium advertising, jersey sponsorship, international media rights, athlete marketing, hospitality programs, travel services, creative sponsorship campaigns as well as digital services such as apps and product innovations. Further, the agency supports realization of those concepts with teams based at the respective club.[33][34][32]

The agency is also a broker for sporting events such as Olympics & multi-sport events. For example, the Australian Commonwealth Games entered into a long-term partnership with Sportfive during the preparations for the Birmingham 2022 Commonwealth Games.[35][36] Further, the agency also arranged for the Bank of America to become the presenting partner of the Boston Marathon in 2022.[37]

The agency works with various national and international brands and companies such as Trivago, Jeep, Nike, BMW, Emirates, Red Bull or Kellogg's and media companies such as Sky Group and DAZN.[38][39][40][41][23][42][43]

American Football

Sportfive supports the Kansas City Chiefs with their international strategy, asset development and commercial marketing such as expanding its presence and marketing in Germany.[44] The New York Jets have also partnered with Sportfive to support their market presence in the UK.[45]

Baseball

Sportfive works with the Los Angeles Dodgers and is responsible for finding a field presenting partner for the Dodgers Stadium and securing the first jersey partnership for Major League Baseball.[46][47]

Basketball

In the US, Sportfive has partnerships with the Los Angeles Lakers, New York Knicks and Chicago Bulls. The collaboration with the Los Angeles Lakers began in 2020 and resulted in the first global partnership for the Lakers with bibigo, a Korean food company. Sportfive was also responsible for the Lakers' partnership with the asset management company DWS as a global investment sponsor. The DWS logo can be seen on the Crypto.com Arena at home games.[48][49] The same year, Sportfive started to support the Chicago Bulls in the development of a worldwide distribution network, for example to further expand the fan base in France.[50][51] The New York Knicks hired Sportfive in 2023 to search for a new jersey partner.[52]

Sportfive works with FC Bayern Basketball and is responsible for sponsor and partner acquisition, team and project management for the club as well as marketing its esports team.[53][54][55] Further, the agency also initiated the partnership between Kellogg's and the German Basketball Association (DBB), specifically with youth and women's basketball teams, featuring the Kellogg's logo on all U15 to U19 national teams' jerseys. In addition, Kellogg's is featured on A-boards at all international home matches and in other content formats.[56]

Esports

In 2020, Sportfive founded its own esports division,[21] and launched its own creative collective SQVAD. The collective of three German content creators operates with new media channels to implement projects around esports and gaming, as well as fashion and music.[25] Further, the agency cooperates with the esports organization Gen.G, which owns and operates teams that compete in games such as League of Legends (LoL), NBA 2K, Fortnite, Valorant, Overwatch and PUBG. Sportfive is responsible for marketing Gen.G's commercial rights, including securing long-term partnerships and managing sponsorship commitments.[22] Additionally, Sportfive cooperates with Ampverse,[23] as well as with Fnatic.[24]

Football

Sportfive works with various national and international rights holders in football. These rights holders include football associations such as FIFA, UEFA and the Asian Football Confederation, as well as leagues such as the Premier League, the Bundesliga, the Serie A and the Barclays Women's Super League.[17][57][58]

Sportfive cooperated or cooperates with more than 17 top football clubs in Germany such as FC Bayern Munich, Hamburger SV, Hertha BSC, 1. FC Union Berlin, FC Schalke 04, Bayer 04 Leverkusen, and Borussia Dortmund.[59][60][61][43][1] In Germany, the company was instrumental in brokering the naming rights for the HSH Nordbank Arena in Hamburg, the Commerzbank Arena in Frankfurt, or the Signa Iduna Park in Dortmund.[62][63][64] Further, Sportfive is the overall marketer for more than 70 European football clubs,[1] including Paris Saint-Germain F.C.,Olympique Lyon and AS Monaco from the French Ligue 1,[65][66][58] Atalanta BC, U.C. Sampdoria and Juventus F.C. from Italy’s Serie A,[9][67][68] PAOK FC from the Superleague Greece,[69] as well as English clubs such as Chelsea F.C., Liverpool F.C., Tottenham Hotspur and Manchester City,[70][71][58] or Spanish clubs Atlético Madrid and Real Madrid CF.[72][43] There are also coorperations with national teams such as the United States men's national soccer team.[58]

The cooperations may vary depending on the demand. VfB Stuttgart, for example, entered into a comprehensive partnership with Sportfive up to and including 2027/2028. Among other things, the agency is supposed to support VfB Stuttgart in its search for sponsors and in marketing the modernized stadium for UEFA Euro 2024.[73][17][74] Since 2010, Chelsea F.C. has been cooperating with Sportfive. This involves Sportfive marketing players from the first squad on behalf of Chelsea F.C. in Europe, as well as connecting them with larger and local brands as part of its own ambassador program.[75][70] In 2021, the agency facilitated the partnership between travel provider Trivago and Chelsea F.C.[76] In 2022, Sportfive enabled a jersey sponsorship for the Spanish club Atlético Madrid by the Cryptocurrency investment app Whalefin.[72]

Previous clients were the Italian clubs Juventus F.C., Atalanta BC and U.C. Sampdoria.[9][68][67]

One of Sportfive's largest projects is the marketing and provision of the official hospitality packages for the UEFA Euro 2024, for which the UEFA commissioned Hospitality Experience AG, a joint venture between Sportfive and Fortius AG.[77][57]

Formula 1

In motorsports, Sportfive works with several racing series on commercial and marketing strategies. In Formula One, Sportfive has worked with Mercedes-Benz and Scuderia Ferrari among others. Sportfive is responsible for acquiring sponsors for Mercedes' Formula One team, e.g., the partnership with Starwood.[78][79]

Handball

For the International Handball Federation (IHF), Sportfive manages the marketing of worldwide media rights and the marketing rights for all IHF World Championships until 2031. This includes the World Championships for men's and women's youth and seniors as well as the IHF Olympic Qualification Tournaments, the IHF Beach Handball World Championships for men and women and the IHF Beach Handball Global Tour.[80][81] At the 2023 Men's World Handball Championships in Poland and Sweden, Sportfive gained Falken Tire Europe and Trivago, among others, as official partners of the IHF World Championship 2023. Falken Tire Europe obtained the title and logo rights, as well as the advertising rights. The branding of the official online travel partner Trivago appeared during the World Cup matches. Sportfive also served as the official partner for the sale of hospitality club packages for the championship matches in Poland.[82][38][83]

Sportfive was also responsible for the media production of the 2023 World Women's Handball Championship in Norway, Sweden and Denmark. The agency produced the world feed and distributed the matches all over the world. Sportfive also ran the commercial program on behalf of the championship as well as on behalf of the IHF.[84] Further, Sportfive is the exclusive sales agency for the French Handball Federation. As part of this agreement, Sportfive assists the Federation in developing its sponsorship revenues in France and abroad.[85]

Golf

The agency marketed the hospitality programs at the 2014 Ryder Cup in Scotland.[86] In addition, Sportfive will oversee all aspects of the Myrtle Beach PGA Tour 2024 and managed several other PGA Tour tournaments, including The American Express, the Fortinet Championship, Barbasol Championship, and Puerto Rico Open, as well as the Lecom Suncoast Classic on the Korn Ferry Tour.[87][88] Several golfers are also under contract, including Jon Rahm, Lilia Vu, and John Catlin.[89] Through the acquisition of Gaylord Sports Management in 2012, Sportfive acquired clients such as professional players Phil Mickelson and Keegan Bradley.[90] Sportfives's golf operations were further expanded by the acquisition of golf event company Jeff Sanders Promotion of Beaverton in 2012.[91] In addition to promotion of professional players and event management, the agency also markets equipment partnerships to players, for example with Callaway Golf Company, or TravisMathew apparel and Cuarter footwear.[92] In 2021, Sportfive acquired golf event management, consulting and distribution company Global Golf Management.[93]

Corporate structure

The company is managed globally by Stefan Felsing (Chief Executive Officer), Philipp Hasenbein (Chief Operating Officer), Robert Müller von Vultejus (Chief Growth Officer) and Christian Peters (Chief Financial Officer).[2] The agency has offices in:

Subsidiaries

Sportfive's subsidiaries include, among others, the companies EKS, Brave and Build a Rocket.[95] The latter is an esports agency that provides consulting, strategy and marketing campaigns for companies in the esports sector.[96] Brave is a production company and provides creative and content development services, which produced for example Rio Ferdinand’s Tipping Point.[97] Based in Switzerland, EKS was formed in 1998 as part of an effort by the IOC to formalise the transfer of knowledge from one Olympic Games organiser to the next and provides technical execution of event planning, production, and operational services.[98][99][35]

Bibliography

  • Bergmann, Andreas (2023). "Rechte und Rechteverwertung im Sport" [Rights and exploitation of rights in sport]. In Bergmann, Andreas (ed.). Verwertung kommerzieller Rechte im Sportmarketing – Theorieüberblick und Praxiseinblick [Exploitation of commercial rights in sports marketing – theoretical overview and practical insight] (in German). Wiesbaden: Springer Gabler. pp. 1–33. ISBN 978-3-658-42469-5
  • Bruhn, Manfred; Rohlmann, Peter (2022). "Vertriebswege im Sportmarketing" [Distribution channels in sports marketing]. In Bruhn, Manfred (ed.). Sportmarketing: Grundlagen – Strategien – Instrumente [Sports Marketing: Basics – Strategies – Instruments] (in German). Wiesbaden: Springer Gabler. pp. 71–77. ISBN 978-3-658-37175-3.

References

  1. ^ a b c d e Breyer, Conrad (2023-08-10). "Dojo und Sportfive gründen Joint Venture" [Dojo and Sportfive establish joint venture]. Werben & Verkaufen (in German). Retrieved 2023-12-13.
  2. ^ a b c d e "Vermarkter Sportfive ist zurück – Zentrale in Hamburg" [Marketer Sportfive is back – headquarters in Hamburg]. Hamburger Abendblatt (in German). 2020-05-28. p. 24.
  3. ^ a b c d Dixon, Ed (2021-07-27). "H.I.G. Capital takes full control of Sportfive". SportsPro. Retrieved 2023-12-12.
  4. ^ "Vereine trotzen Kirch-Pleite und Schulden" [Clubs defy Kirch bankruptcy and debts]. Handelsblatt (in German). 2003-08-21. Retrieved 2023-11-12.
  5. ^ Stuart, Jay (1999-12-06). "Wimbledon surplus drops $5 million". Sports Business Journal. Retrieved 2023-12-12.
  6. ^ "Commission clears sports rights venture between Canal+, RTL and Groupe Jean-Claude Darmon". European Commission. 2001-11-14. Retrieved 2023-11-12.
  7. ^ a b Wodzak, Yvonne (2008-04-08). "RTL wieder im Sportrechte-Handel aktiv" [RTL active again in sports rights trading]. new business (in German). Retrieved 2023-12-12.
  8. ^ Fritz, Jörg (2023-09-27). "Glückskind Kollenberg kann vom DSC nicht lassen" [Lucky child Kollenberg can't let go of the DSC]. Neue Westfälische (in German). p. 9.
  9. ^ a b c "Groupama sponsor dell'Atalanta" [Groupama sponsors Atalanta]. L'Eco di Bergamo (in Italian). 2008-09-11. Retrieved 2023-12-14.
  10. ^ "Sportfive kauft ISPR-Mehrheit" [Sportfive buys ISPR majority]. Frankfurter Allgemeine Zeitung (in German). 2003-10-13. Retrieved 2023-12-12.
  11. ^ Mayer-Kuckuk, Finn; Peking, Zürich (2015-02-11). "Sportvermarktung. Ein großer Fisch namens Wanda" [Sports marketing. A big fish called Wanda]. Handelsblatt (in German).
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