Dyn Media, the German sports streaming provider, has received a substantial boost with significant investment from retail giant Schwarz Group and the German Football Association (DFL). This strategic partnership aims to accelerate Dyn Media's growth both domestically and internationally, fostering the development of new business ventures and enhancing its cutting-edge media technology.
As part of a capital increase, Schwarz Group – the parent company of Lidl and Kaufland – will acquire a 42.5% stake in Dyn Media. Axel Springer, a co-founder of Dyn alongside Christian Seifert, maintains an equal 42.5% stake. The DFL will hold approximately 6.5%, with Seifert remaining the third-largest shareholder at around 9%. The transaction's completion is contingent upon regulatory approval.
Since its inception in 2022, Dyn Media has rapidly established itself as a prominent provider of live and on-demand sports coverage, encompassing handball, basketball, volleyball, table tennis, and hockey. Having launched live broadcasts in August 2023, the platform has already streamed over 6,000 matches, captivating a cumulative audience exceeding 850 million viewers. The company's success was recognized last year with a “Best New Platform” award at the SportsPro Awards in Madrid.
This new investment fuels Dyn Media's ambitious plans. These include acquiring additional sports rights within the German market, expanding its technical infrastructure, and broadening its service offerings for leagues, federations, and brands. The company also intends to adapt its platform for third-party use and pursue international expansion.
Christian Seifert welcomed the investment, stating: “The entrepreneurial involvement of industry champions such as the Schwarz Group and the DFL, alongside Axel Springer’s ongoing commitment, paves the way for Dyn Media’s continued growth. It also affirms our strategy of engaging sports fans in new ways through technologically innovative media concepts.”
Axel Springer COO Claudius Senst described the partnership as “the next phase of Dyn’s growth,” aligning with the publisher's commitment to supporting sports journalism and building high-reach digital platforms.
For the Schwarz Group, this investment reflects its broader ambition to shape the digital and media landscapes. Marc Hohenberg, Managing Director of Sport Marketing & Cross Business, commented: “As a strategic partner, we will support Dyn Media in achieving its goals with our digital capabilities while jointly offering customers and fans an innovative sports streaming platform.”
The DFL's involvement is part of its broader strategy to adapt to the evolving global media markets and changing consumer preferences. Steffen Merkel, Managing Director of DFL Deutsche Fußball Liga, explained: “Through our stake in Dyn Media, we now have direct access to a company whose expertise and modern technical solutions – especially in the production and distribution of media products – we strongly believe in.”