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food4fans | Overview

food4fans is a Hamburg-based company specializing in the sale of sweet and salty snacks for fans. The start-up has been licensed by soccer clubs such as FC Bayern Munich, Borussia Dortmund, Hamburger SV, and FC St. Pauli, and it sells its products via established retail chains like Edeka, REWE, and Metro. The German Bundesliga is booming, and so is the business model of food4fans!

The German soccer Bundesliga is booming! Each year, German Bundesliga clubs sell a growing number of merchandising articles, as the 17. Fanartikel Barometer (memorabilia barometer) confirms. The clubs' merchandising business is experiencing steady growth, and the Bundesliga clubs surpassed total revenues of €250m for the first time in the season of 2013/2014. food4fans is aware of this development, and in November 2012, the company started a business model that is so simple that it makes people wonder why nobody has thought of it before.

As early as in 2014, food4fans posted revenues of €300,000. The company's success story began with a very simple question put to the former president of the Bundesliga soccer club Hamburger SV (HSV): "You are selling various HSV memorabilia, such as pacifiers or singing toasters, using your brand. Why don't you sell any groceries, for example snacks?" "That's a good question. I can't tell you myself, but why don't you talk to our merchandising department" was the president's important response that eventually led to the foundation of our company.


Part of the food4fans Product Range


food4fans has developed an innovative business model that enables clubs to better market their club colors and logos through a range of branded snacks. The food4fans approach is based primarily on the idea that the range of snacks is sold not only via the limited number of fan shops and via the online stores of the clubs, but also via established store chains such as Edeka, Rewe, Kaiser's, Coop, the Metro Group, and other sales channels, for instance beverage stores, kiosks, gas stations, drug stores, hardware stores, etc.

This business model is lucrative not just for food4fans, but also for the clubs, who have a vital interest in attracting more attention from their fans in the grocery sector.

Soccer is emotional, and food has an emotional component too; most importantly, demand for a team's products is constantly increasing. Merchandising revenues in the 1st German Bundesliga division increased by 278 % over the last 10 years (source: 17. Fanartikel Barometer) and surpassed €250m for all 3 Bundesliga divisions combined in 2014. And these figures are still on the rise! However, the clubs' product ranges used to lack products that could be consumed and bought again very fast. In other words, they lacked snacks! 


Snacks by food4fans on a shelf at Metro


Within only a few months, 8 Bundesliga clubs signed agreements with food4fans, and by now, this number has increased to 13.

These partner clubs include FC Bayern Munich, Borussia Dortmund, Hamburger SV, VfB Stuttgart, 1. FC Köln, and teams from the 2nd Bundesliga division, for instance FC St. Pauli. Clubs from abroad, such as Champions League participant NK Maribor from Slovenia, purchase products direct from food4fans and do not require food4fans to purchase a license first. Moreover, we are currently negotiating with clubs from Turkey, the Netherlands, and Denmark.


Clubs Supplied by food4fans


food4fans enables clubs to access the grocery retail sector. By now, our products have been added to the product ranges of Kaufland, Kaiser's, Rewe, Edeka, Metro, Selgros, and other major chains. In addition, we are currently negotiating with service areas and gas stations as well as with drug store chains, furniture stores, and hardware stores. 


Sales Partners of food4fans


Our simple business model provides us with an unlimited number of growth opportunities. While we were focusing on the sale of our over 130 different products, we received inquiries from various sectors, for instance from the music industry.

Nowadays, people who order Rammstein products online receive a giveaway designed and produced by food4fans: wine gums shaped like the band's logo. We also plan to introduce another Rammstein product. 


Sample Projects Related to Artists


The small, grey wine gum Ottifant made for German comedian Otto Waalkes, on the other hand, is already being developed, and a marketing concept for the small Tabaluga dragon (created by German rock singer Peter Maffay) within the grocery retail sector is currently being negotiated.

Timeline Showing the Planned Addition of New Product Groups from 2013-2016


Step by step, food4fans will access new business segments and will thus try to serve a huge merchandising market. 


Please note

The acquisition of the offered securities and investments is associated with considerable risks and can lead to the complete loss of the invested assets. The expected yield is not guaranteed and may be lower. Whether it is a security or an asset investment can be seen in the description of the investment opportunity.
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