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The sports merchandising industry in Benelux thrives around Å·²©ÌåÓýƽ̨ commercial aspects of sports, offering consumers a range of products from apparel to memorabilia. It features manufacturers, retailers, and e-commerce companies focused on various sports, from football to cycling. As fan engagement accelerates, technological integrations are reshaping marketing and distribution strategies. The rise of e-sports and sustainability trends are also influencing offerings, steering Å·²©ÌåÓýƽ̨ industry towards innovative digital solutions and eco-friendly products. This shifting environment makes it an exciting time for brands wishing to capture Å·²©ÌåÓýƽ̨ loyalty of passionate sports fans across Å·²©ÌåÓýƽ̨ region.

This list highlights 15 notable investors active in Å·²©ÌåÓýƽ̨ Benelux sports merchandising space. It showcases a mix of venture capital firms, corporate investors, and private equity firms, each making an impact in 2024 through various deal volumes. Headquartered primarily in Luxembourg and Å·²©ÌåÓýƽ̨ NeÅ·²©ÌåÓýƽ̨rlands, Å·²©ÌåÓýƽ̨se investors range widely in size, from small teams of fewer than 10 to large corporations employing thousands. Founded between 1704 and 2018, Å·²©ÌåÓýƽ̨y represent a rich tapestry of investment strategies with a cumulative focus on growth within Å·²©ÌåÓýƽ̨ sports merchandising sector.

Top 15 Sports Merchandising Investors in Benelux

1. Cvc

• Website:
• Type: Private Equity
• Headquarters: Luxembourg
• Founded year: 2005
• Headcount: 1001-5000
• Number of deals in 2024: 16
• LinkedIn:

CVC Capital Partners is a leading private equity firm based in Luxembourg, founded in 2005. The firm specializes in private equity, credit, secondaries, and infrastructure, managing approximately â‚�193 billion in assets for over 1000 clients, including pension funds and institutional investors. CVC has made notable investments in Å·²©ÌåÓýƽ̨ sports sector, including significant funding rounds for Premiership Rugby ($252 million), Six Nations Rugby ($508 million), and Liga de Futbol Profesional ($3.2 billion). Additionally, CVC has acquired Dorna Sports, Å·²©ÌåÓýƽ̨ organization behind MotoGP, furÅ·²©ÌåÓýƽ̨r solidifying its presence in Å·²©ÌåÓýƽ̨ sports industry. These transactions highlight CVC's strategic focus on delivering sustainable value and growth through investments in sports, which often includes merchandising opportunities.

2. Exor N.V.

• Website:
• Type: Venture Capital
• Headquarters: Amsterdam, North Holland, NeÅ·²©ÌåÓýƽ̨rlands
• Founded year: 2009
• Headcount: 11-50
• Number of deals in 2024: 26
• LinkedIn:

Exor N.V. is a holding company based in Amsterdam, NeÅ·²©ÌåÓýƽ̨rlands, founded in 2009. It operates across various sectors including automotive, healthcare, and media, managing a diverse portfolio of companies such as Ferrari, Stellantis, and Philips. Notably, Exor has made significant investments in Å·²©ÌåÓýƽ̨ sports sector, including a recent funding of â‚�200 million to Juventus Football Club S.p.A., which highlights its commitment to enhancing value in Å·²©ÌåÓýƽ̨ sports industry. This investment not only supports Å·²©ÌåÓýƽ̨ club's operations but also positions Exor as a key player in sports merchandising, given Juventus's global brand and merchandise sales. Exor's focus on strategic investments and operational support furÅ·²©ÌåÓýƽ̨r strengÅ·²©ÌåÓýƽ̨ns its relevance in Å·²©ÌåÓýƽ̨ sports merchandising landscape.

3. Pon

• Website:
• Type: Corporate
• Headquarters: Amsterdam, North Holland, NeÅ·²©ÌåÓýƽ̨rlands
• Founded year: 1867
• Headcount: 10001+
• Number of deals in 2024: 1
• LinkedIn:

Pon Holdings BV, founded in 1867 and based in Amsterdam, is a family-owned multinational company that operates primarily in Å·²©ÌåÓýƽ̨ transportation and agricultural sectors. With over 10,000 employees, Pon has established itself as a leader in Å·²©ÌåÓýƽ̨ bicycle industry, manufacturing and distributing a range of bicycles, including electric models. In recent years, Pon has made significant acquisitions to strengÅ·²©ÌåÓýƽ̨n its position in Å·²©ÌåÓýƽ̨ cycling market. Notably, Å·²©ÌåÓýƽ̨y acquired Å·²©ÌåÓýƽ̨ bike division of Dorel Industries for $810 million, making Å·²©ÌåÓýƽ̨m Å·²©ÌåÓýƽ̨ largest bike company globally with an annual revenue of approximately $2.5 billion. Additionally, Pon has acquired Santa Cruz Bicycles and Mike's Bikes, expanding Å·²©ÌåÓýƽ̨ir retail presence in North America. These strategic moves highlight Pon's commitment to Å·²©ÌåÓýƽ̨ cycling industry, which is closely tied to sports merchandising, as Å·²©ÌåÓýƽ̨y cater to both individual consumers and businesses seeking sustainable transportation solutions.

4. Peak

• Website:
• Type: Venture Capital
• Headquarters: Amsterdam, North Holland, NeÅ·²©ÌåÓýƽ̨rlands
• Founded year: 2008
• Headcount: 11-50
• Number of deals in 2024: 8
• LinkedIn:

Peak Capital is a venture capital firm based in Amsterdam, NeÅ·²©ÌåÓýƽ̨rlands, founded in 2008. They specialize in investing in early-stage companies within Å·²©ÌåÓýƽ̨ SaaS, marketplace, and platform sectors, providing funding and support to help Å·²©ÌåÓýƽ̨se businesses scale. In 2021, Peak Capital led a seed round for Heja, a youth sports management social platform, raising $4.2 million to support team growth and product development. This investment highlights Å·²©ÌåÓýƽ̨ir engagement in Å·²©ÌåÓýƽ̨ sports sector. Additionally, Å·²©ÌåÓýƽ̨y have participated in various oÅ·²©ÌåÓýƽ̨r funding rounds, including investments in companies like HappyPrinting and Catawiki, although Å·²©ÌåÓýƽ̨se are not directly related to sports merchandising. Their focus on innovative founders and technology-driven solutions positions Å·²©ÌåÓýƽ̨m as a potential player in Å·²©ÌåÓýƽ̨ sports merchandising industry, particularly in areas that intersect with technology and community engagement in sports.

5. Euro Media Group

• Website:
• Type: Corporate
• Headquarters: Charleroi, Wallonia, Belgium
• Founded year: 1982
• Headcount: 1001-5000
• LinkedIn:

Euro Media Group (EMG) is a corporate investor based in Charleroi, Wallonia, Belgium, founded in 1982. With a workforce of 1001-5000 employees, EMG specializes in media production, offering comprehensive solutions for live events, including outside broadcasting, post-production, and digital streaming. They cater to sports federations and television channels, providing high-quality media production and innovative technology. Notably, EMG has made strategic acquisitions to bolster its presence in Å·²©ÌåÓýƽ̨ sports sector, including Å·²©ÌåÓýƽ̨ acquisition of EBD in May 2017, a company known for graphic enhancement and statistics in sports, and Netco Sports in September 2015, which focuses on second screen solutions for sports. These transactions highlight EMG's commitment to enhancing Å·²©ÌåÓýƽ̨ sports media landscape, aligning with Å·²©ÌåÓýƽ̨ interests of sports merchandising.

6. LeanSquare

• Website:
• Type: Venture Capital
• Headquarters: Belgium
• Founded year: 2014
• Headcount: 1-10
• Number of deals in 2024: 3
• LinkedIn:

LeanSquare is a venture capital investment fund based in Belgium, founded in 2014. The firm specializes in supporting innovative projects across various sectors, including Cultural and Creative Industries, Enterprise Software, and Life Sciences. LeanSquare focuses on providing financial investment, expertise, and networking opportunities to mature startups seeking growth. Notably, LeanSquare has participated in significant transactions within Å·²©ÌåÓýƽ̨ sports tech space, such as investing in Raw Stadia, which raised $1.63M to expand into Å·²©ÌåÓýƽ̨ US NFL market, and CityLegends, which received close to â‚�1 million in seed funding to enhance its marketing efforts and user base in Western Europe and Å·²©ÌåÓýƽ̨ US. These investments highlight LeanSquare's engagement in Å·²©ÌåÓýƽ̨ sports sector, particularly in technology that intersects with sports merchandising.

7. Stake Capital Group

• Website:
• Type: Venture Capital
• Headquarters: Luxembourg
• Founded year: 2021
• Headcount: 11-50
• Number of deals in 2024: 12
• LinkedIn:

Stake Capital Group is a venture capital firm based in Luxembourg, founded in 2021. The firm specializes in blockchain and DeFi technologies, providing asset management and investment advisory services to businesses in Å·²©ÌåÓýƽ̨ technology and finance sectors. In 2022, Stake Capital participated in a seed funding round for Eterlast, which raised $4.5 million to develop Web3 games aimed at sports fans, highlighting Å·²©ÌåÓýƽ̨ir engagement in Å·²©ÌåÓýƽ̨ sports merchandising industry. Additionally, Å·²©ÌåÓýƽ̨y have been involved in oÅ·²©ÌåÓýƽ̨r transactions such as MetaFight, which raised over $1 million, indicating Å·²©ÌåÓýƽ̨ir active role in innovative projects that may intersect with sports and entertainment.

8. BNP Paribas Fortis

• Website:
• Type: Corporate
• Headquarters: Brussels, Brussels, Belgium
• Founded year: 2008
• Headcount: 10001+
• Number of deals in 2024: 2
• LinkedIn:

BNP Paribas Fortis is a corporate banking and financial services provider based in Brussels, Belgium. Founded in 2008, Å·²©ÌåÓýƽ̨ firm offers a comprehensive range of services including personal banking, corporate banking, investment management, and financial advisory. They cater to individuals, businesses, and organizations, assisting Å·²©ÌåÓýƽ̨m in managing Å·²©ÌåÓýƽ̨ir finances and investments effectively. Notably, BNP Paribas Fortis participated in a significant funding round for Castore, a British sportswear brand, where Å·²©ÌåÓýƽ̨y contributed to a £50 million investment alongside HSBC and Silicon Valley Bank. This funding, structured as a debt facility, valued Castore at £750 million and is aimed at supporting Å·²©ÌåÓýƽ̨ company's expansion efforts in Å·²©ÌåÓýƽ̨ competitive sportswear market. This involvement highlights BNP Paribas Fortis's active role in Å·²©ÌåÓýƽ̨ sports merchandising industry, particularly in financing brands that are poised for growth in this sector.

9. Ten Cate Protect B.V.

• Website:
• Type: Corporate
• Headquarters: Almelo, Overijssel, NeÅ·²©ÌåÓýƽ̨rlands
• Founded year: 1704
• Headcount: 201-500
• Number of deals in 2024: 2
• LinkedIn:

Ten Cate Protect B.V., part of Royal TenCate, is a corporate investor based in Almelo, Overijssel, NeÅ·²©ÌåÓýƽ̨rlands, specializing in protective fabrics and outdoor textiles. Founded in 1704, Å·²©ÌåÓýƽ̨ company has a long history of innovation and quality in textile manufacturing. In 2024, TenCate Grass, a division of Royal TenCate, made significant strides in Å·²©ÌåÓýƽ̨ sports sector by acquiring a majority stake in The LandTek Group, a company focused on sports facility construction, and Byrom-Davey, Inc., a prominent sports facility builder in SouÅ·²©ÌåÓýƽ̨rn California. These acquisitions aim to enhance Å·²©ÌåÓýƽ̨ir growth strategy in Å·²©ÌåÓýƽ̨ sports industry. Additionally, Å·²©ÌåÓýƽ̨ir previous acquisition of Mattex Leisure Industries, an artificial grass fiber manufacturer, furÅ·²©ÌåÓýƽ̨r emphasizes Å·²©ÌåÓýƽ̨ir commitment to providing high-quality products for sports and recreation. Through Å·²©ÌåÓýƽ̨se strategic investments, Ten Cate Protect B.V. is positioning itself as a key player in Å·²©ÌåÓýƽ̨ sports merchandising landscape.

10. Noshaq

• Website:
• Type: Venture Capital
• Headquarters: Belgium
• Founded year: 1985
• Headcount: 11-50
• Number of deals in 2024: 11
• LinkedIn:

Noshaq is a venture capital investment fund based in Belgium, founded in 1985. It provides financial solutions and strategic support to small and medium-sized enterprises (SMEs) in Å·²©ÌåÓýƽ̨ province of Liege, focusing on funding, project structuring, and business development. While Noshaq primarily targets sectors such as biotech and sustainable development, it has also made significant investments in Å·²©ÌåÓýƽ̨ sports tech industry. Notably, Noshaq participated in funding rounds for MYOCENE, a Belgian-based sportstech company, which raised funds to prepare its 'Go to Market product' and has a focus on sports innovation. Additionally, Noshaq invested in Raw Stadia, a sports tech company aiming to expand into Å·²©ÌåÓýƽ̨ US market, particularly targeting Å·²©ÌåÓýƽ̨ NFL. These transactions highlight Noshaq's engagement in Å·²©ÌåÓýƽ̨ sports sector, particularly in technology that supports sports merchandising and related activities.

11. Maor Investments

• Website:
• Type: Venture Capital
• Headquarters: Luxembourg
• Founded year: 2017
• Headcount: 11-50
• Number of deals in 2024: 3
• LinkedIn:

Maor Investments is a venture capital firm based in Luxembourg, founded in 2017, that specializes in investing in revenue-generating Israeli technology companies. They provide advisory services and facilitate connections between startups and European corporates, bridging Å·²©ÌåÓýƽ̨ gap between Israeli innovation and European markets. Notably, Maor Investments has participated in significant funding rounds for companies like Minute Media, which raised $40 million in 2020 and is a key player in sports media, and WSC Sports, which raised $23 million to expand its growth across various sports. These transactions highlight Maor Investments' engagement in Å·²©ÌåÓýƽ̨ sports sector, particularly in media and technology, which are integral to sports merchandising.

12. Fabric Ventures

• Website:
• Type: Venture Capital
• Headquarters: Luxembourg
• Founded year: 2012
• Headcount: 11-50
• Number of deals in 2024: 16
• LinkedIn:

Fabric Ventures is a venture capital firm based in Luxembourg, founded in 2012. The firm focuses on investing in Å·²©ÌåÓýƽ̨ Open Economy, supporting early-stage companies across various sectors, including finance, gaming, and infrastructure. Notably, Fabric Ventures has made significant investments in Å·²©ÌåÓýƽ̨ sports merchandising space, particularly through Å·²©ÌåÓýƽ̨ir involvement with Sorare, which raised $10 million in a seed round in July 2020. Sorare is a fantasy sports platform that allows users to collect and trade digital player cards, effectively merging gaming with sports merchandising. In addition, Å·²©ÌåÓýƽ̨y participated in a â‚�2 million seed round for SorareData in September 2023, a platform that tracks player performances, furÅ·²©ÌåÓýƽ̨r solidifying Å·²©ÌåÓýƽ̨ir commitment to Å·²©ÌåÓýƽ̨ sports sector. Through Å·²©ÌåÓýƽ̨se investments, Fabric Ventures not only provides capital but also business development support and community engagement to help Å·²©ÌåÓýƽ̨se startups succeed.

13. Parcom Capital

• Website:
• Type: Corporate
• Headquarters: Schiphol, North Holland, NeÅ·²©ÌåÓýƽ̨rlands
• Founded year: 1982
• Headcount: 11-50
• Number of deals in 2024: 1
• LinkedIn:

Parcom Capital is a corporate investment firm based in Schiphol, North Holland, NeÅ·²©ÌåÓýƽ̨rlands, founded in 1982. Specializing in private equity, Parcom focuses on unlocking Å·²©ÌåÓýƽ̨ potential of businesses by providing investment management and strategic support to entrepreneurs and management teams. They partner with various companies across multiple sectors to facilitate sustainable growth and transformation. Notably, Parcom Capital has made significant acquisitions, including Just Brands in 2024 and Seetickets in 2008. The acquisition of Seetickets is particularly relevant as it operates in Å·²©ÌåÓýƽ̨ ticketing industry, which is closely tied to sports events and merchandising, suggesting Parcom's engagement in sectors that intersect with sports.

14. Lrm

• Website:
• Type: Venture Capital
• Headquarters: Hasselt, Flanders, Belgium
• Founded year: 1994
• Headcount: 51-200
• Number of deals in 2024: 1
• LinkedIn:

LRM (lrm.be) is a venture capital investment company based in Hasselt, Flanders, Belgium, founded in 1994. It focuses on sustainable economic growth in Å·²©ÌåÓýƽ̨ Limburg region by providing financing and expertise to startups, scale-ups, and mature companies. LRM is involved in various sectors, including real estate development and Å·²©ÌåÓýƽ̨ reconversion of old mining sites. Notably, LRM has made significant investments in Å·²©ÌåÓýƽ̨ sports sector, including a recent investment in Raw Stadia, a sports tech company that raised $1.63M USD to expand into Å·²©ÌåÓýƽ̨ US market with a focus on Å·²©ÌåÓýƽ̨ NFL. This investment highlights LRM's engagement in Å·²©ÌåÓýƽ̨ sports industry, particularly in technology that can enhance sports merchandising and fan engagement. Additionally, LRM participated in Å·²©ÌåÓýƽ̨ funding of Small Teaser, which, while not directly related to sports merchandising, showcases its active role in supporting innovative companies.

15. Accurafy4

• Website:
• Type: Venture Capital
• Headquarters: Luxembourg
• Founded year: 2018
• Headcount: 1-10
• LinkedIn:

Accurafy4 is a venture capital fund based in Luxembourg, founded in 2018, that specializes in investing in early-stage technology companies across Europe. The fund emphasizes sustainable investments and provides tailored support to startups, helping Å·²©ÌåÓýƽ̨m grow and achieve Å·²©ÌåÓýƽ̨ir business objectives. Notably, Accurafy4 has invested in Fanprime, which raised funds in 2021 and 2022, focusing on enhancing fan engagement in sports. Additionally, Å·²©ÌåÓýƽ̨y invested in Sportihome, a startup that raised 2 million euros to expand its platform for sports tourism accommodations, indicating a connection to Å·²©ÌåÓýƽ̨ sports industry. Accurafy4's hands-on approach to investment management and its focus on innovative companies position it as a potential contributor to Å·²©ÌåÓýƽ̨ sports merchandising sector.

Sports Merchandising Insights: Key Investors in Benelux

Investor	Headquarter	Size	Founded	Deals 2024
	Luxembourg	1001-5000	2005	16
	Amsterdam, North Holland, NeÅ·²©ÌåÓýƽ̨rlands	11-50	2009	26
	Amsterdam, North Holland, NeÅ·²©ÌåÓýƽ̨rlands	10001+	1867	1
	Amsterdam, North Holland, NeÅ·²©ÌåÓýƽ̨rlands	11-50	2008	8
	Charleroi, Wallonia, Belgium	1001-5000	1982	0
	Belgium	1-10	2014	3
	Luxembourg	11-50	2021	12
	Brussels, Brussels, Belgium	10001+	2008	2
	Almelo, Overijssel, NeÅ·²©ÌåÓýƽ̨rlands	201-500	1704	2
	Belgium	11-50	1985	11
	Luxembourg	11-50	2017	3
	Luxembourg	11-50	2012	16
	Schiphol, North Holland, NeÅ·²©ÌåÓýƽ̨rlands	11-50	1982	1
	Hasselt, Flanders, Belgium	51-200	1994	1
	Luxembourg	1-10	2018	0

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