German sports streaming provider Dyn Media has announced a significant expansion of its shareholder base, with retail company Schwarz Group and German football association DFL joining as strategic investors.
The move is aimed at accelerating Dyn’s domestic and international growth, developing new business areas, and further enhancing its media technology offering.
As part of a capital increase, companies of the Schwarz Group – parent of Lidl and Kaufland – will acquire a 42.5% stake in Dyn Media. German media company Axel Springer, co-founder of Dyn alongside media entrepreneur Christian Seifert, retains an equivalent stake of 42.5%. DFL will hold around 6.5%. Seifert remains the third-largest shareholder with around 9%. Completion of the transaction is subject to regulatory approval.
Founded in 2022, Dyn Media has quickly positioned itself as a leading provider of live and on-demand coverage for a range of sports including handball, basketball, volleyball, table tennis and hockey. Since launching its live broadcasts in August 2023, the platform has streamed over 6,000 matches and reached a cumulative audience of more than 850 million viewers. Last year, Dyn was recognised at the SportsPro Awards in Madrid as “Best New Platform”.
The new investment is intended to build on this momentum. Dyn plans to acquire further sports rights in the German market, expand its technical infrastructure, and broaden its services for leagues, federations and brands. The company also aims to adapt its platform for third-party use and explore international expansion.
Seifert welcomed the move as a validation of the company’s strategy: “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 called the new partnership “the next phase of Dyn’s growth,” aligning with the publisher’s mission to support sports journalism and build high-reach digital platforms.
For Schwarz Group, the investment reflects a wider ambition to shape digital and media landscapes. “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,” said Marc Hohenberg, Managing Director of Sport Marketing & Cross Business.
DFL, meanwhile, views the move as part of its broader strategy to adapt to shifting global media markets and consumer habits. “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,” said Steffen Merkel, Managing Director of DFL Deutsche Fußball Liga.
