Ismaning, 2nd of July 2025 (w&p) – SPORT1 continues its growth in the New Biz sector by supporting Cheeer in building the largest virtual community for sports fans. Sport1 GmbH has entered a strategic partnership with Venturetech AG, the operator of Cheeer. As part of this extensive cooperation, SPORT1 has acquired shares in Venturetech AG and is supporting the Swiss startup with its know-how, wide reach, and ideal target group fit via its leading German-speaking multi-channel sports platform. Through its investment in Cheeer, Sport1 GmbH is further expanding its portfolio in the New Biz sector.
Cheeer introduces the AI Sport Buddy – a revolutionary digital “sports friend” that takes fan engagement to a new level of hyper-personalization through live sports insights, real-time scores, and breaking news.
The AI agent connects with fans in real time, answers any sports-related questions, and keeps them up to date on the latest developments regarding their favorite teams, leagues, and tournaments. But the Sport Buddy is more than just a source of information – it actively engages fans through a smart and interactive “A vs. B Cheeering Concept,” where fans choose a side, earn points, and distribute them. The more they engage, the better the Sport Buddy understands their preferences and delivers tailored content and recommendations.
This dynamic interaction paves the way for the Cheeer Fan Communities – exclusive virtual fan spaces where fans can connect, share opinions, and enjoy a unique fan experience.
With this AI-powered approach, Cheeer is revolutionizing digital fan engagement, creating deeper connections between sports brands and their fanbases. More information is available at www.cheeer.com.
The technology will make its debut this summer: Just in time for the Women's EURO in Switzerland, SPORT1 will integrate an AI agent on www.sport1.de for the first time. From July 1, “Giulia” will be available as an overlay and provide fans with personalized information and interaction around the tournament. Whether it’s news, results, schedules, or live tickers – “Giulia” delivers exactly the content each fan needs, perfectly tailored to their individual interests. She answers all questions in real time, knows every team, match, and fact, and accompanies users more closely and personally than ever before.
Pascal Haider, CEO der Venturetech AG: “In times of technological transformation, we must rethink conventional fan engagement. This partnership with SPORT1 marks a pivotal milestone for us. Together, we are bringing an entirely new dimension of the digital sports experience to market with the AI Sport Buddy. With its reach and expertise, SPORT1 provides the ideal platform to make our innovative fan engagement model accessible to a broad audience. We look forward to bringing sports fans even closer to their favorite clubs, athletes, and events through personalized experiences.”
Matthias Reichert, Geschäftsführer der Sport1 GmbH: “Our strategic partnership with Cheeer is much more than just an investment: We’re integrating this unique fan engagement model into www.sport1.de to reach the digitally savvy sports fan audience. The AI Sport Buddy creates entirely new experiences for fans – and for sports brands, it opens up the opportunity to better understand their audience and build intense, direct engagement.”
ABOUT SPORT1
#mittendrin with SPORT1: The leading multi-channel sports and entertainment platform in German-speaking countries stands for high-quality live sports and entertainment formats, proven expertise and in-depth, entertaining reporting. Sport1 GmbH bundles all TV, digital, audio and social media activities under the umbrella brand SPORT1: The portfolio of the media company, which is based in Ismaning near Munich, includes the free-TV channel SPORT1, which focuses on entertainment and sport and is offered on various platforms in Germany, Austria and Switzerland. In addition, SPORT1.de, one of the leading digital sports platforms in Germany, and the SPORT1 app, one of the most successful German sports apps, offer current content as well as an extensive live stream and on-demand offering of sports and competitions as well as sports and entertainment formats in the video sector. SPORT1 also has its own SPORT1 YouTube channel. Since 2025, Sport1 GmbH has also been offering the entertainment formats broadcast on free-to-air TV on the new digital entertainment platform show1.tv in livestream and on-demand.
