Noerr advises the Companies of Schwarz Group on an investment in streaming provider Dyn Media

A Noerr team led by Maurice Séché and Gerald Reger has advised the Companies of Schwarz Group on acquiring a stake in Dyn Media GmbH. The group of shareholders of the sports streaming company founded in 2022 by Christian Seifert and co-developed from the outset by Axel Springer SE will in future also include DFL Deutsche Fußball Liga (DFL) among its members.

The Companies of Schwarz Group and the DFL have agreed to acquire stakes in the company as part of a capital increase. The commitment of the Companies of Schwarz Group amounts to approximately 42.5% of the company’s shares. Axel Springer retains an equivalent stake of 42.5%. The DFL will hold approximately 6.5%. Founder Christian Seifert remains the third-largest shareholder with around 9%. Completion of the transaction is subject to regulatory approval.

The new shareholders open up significant growth opportunities for Dyn Media – including acquiring additional sports rights for the German market, further developing its proprietary technical platform, and expanding services for leagues, federations, and brands both in Germany and abroad. At the same time, both the Companies of Schwarz Group and the DFL will benefit from Dyn’s innovative strength and execution capabilities in delivering future-proof media solutions, as well as from its operational expertise in running one of the most innovative streaming products in European sports.

Since launching live broadcasts in August 2023, Dyn Media has streamed more than 6,000 national and international matches across five sports: handball, basketball, volleyball, table tennis, and hockey. With TV images produced in-house, Dyn has achieved a cumulative broadcast reach of over 850 million viewers.

Schwarz Group is an international leader in the retail industry with about 14,200 stores and 595,000 employees. In the 2024 fiscal year, the Companies of Schwarz Group generated a total sales volume of €175.4 billion. 

Advisors to the Companies of Schwarz Group: Noerr Partnerschaftsgesellschaft mbB

Team lead: Maurice Séché (partner, Corporate/M&A, Dusseldorf), Gerald Reger (partner, Munich)

Corporate/M&A: Michael Braun (associated partner, Munich), Meret Pettirsch (senior associate, Dusseldorf), Christian Haagen (senior associate, Munich)

Data, Tech & Telecoms: Julian von Lucius (associated partner, Berlin), Johannes Stuve (senior associate, Berlin), Paul Vogel (senior associate, Munich)

Digital Business: Marvin Bartels (senior associate, Berlin), Hannah Thornton (associate, Berlin)

Employment & Pensions: Stefan Schwab (partner, Berlin), Mercedes Hummel (associate, Berlin)

Intellectual Property: Benedict Butzmann (associate, Munich)

Tax & Private Clients: Peter Scheuch (associated partner, Berlin), Eric Epler (senior associate, Frankfurt)

Inhouse Schwarz Gruppe:

Corporate/M&A: Patrick Winter und Julia Reinhardt

Antitrust: Dr. Tobias Bieber

M&A Tax: Manuel Schroth und Judith Arndt