SPORT1 joins the muuvment

Strategic partnership with Muuvr: the Swiss startup offers the first true loyalty program for sports with its innovative app.

• Sport1 GmbH acquires shares in the Zurich-based startup and showcases MUUVR across multiple media channels on its leading sports platform in the German-speaking region.

Zürich | Ismaning, January 2025 – SPORT1 expands its engagement in New Biz with MUUVR – The Sports Loyalty Program: Sport1 GmbH has entered into a comprehensive strategic partnership with Muuvr Labs AG. As part of this collaboration, SPORT1 acquires shares in the Swiss startup based in Zurich and promotes MUUVR extensively across its TV, digital, audio, and social media platforms. Through this strategic partnership with MUUVR, SPORT1 continues to expand its new business activities within the NEW BIZ profit center of the SPORT1 MEDIA Group.

MUUVR – The First True Loyalty Program for Sports

MUUVR is the first true loyalty program for Sports. The startup’s innovative app aims to get people moving and assign real value to that movement through its unique rewards system, called MUUVS. With the motto “Get Active. Get Rewarded”, MUUVR is dedicated to motivating people to become more active, rewarding their efforts, and helping them lead healthier lives. (Learn more at www.muuvr.io).
The collaboration between MUUVR and SPORT1 introduces exciting marketing opportunities based on this model, complementing SPORT1’s existing portfolio perfectly. For SPORT1, the partnership is a chance to strengthen its position in the sports and technology market and build long-term loyalty within its target audience through an attractive rewards program.

Michael Hartweg, Founder & Investor of MUUVR:
“SPORT1’s investment in MUUVR is a clear testament to the impact of our vision: to inspire and reward people for greater physical activity. As a founder and investor, I’m thrilled to have SPORT1 as a strong partner and advisor by our side. Moreover, the allocated media volume provides a significant opportunity to boost MUUVR’s visibility across the DACH region.”

Pascale Wahl, Co-CEO at MUUVR:
“The partnership and investment from SPORT1 is an incredible vote of confidence in our daily work at the MUUVR team. Having a great idea is one thing, but implementing that idea and making it accessible to the people we want to reach requires a lot of effort and courage. Over the past months, the team has proven that this effort pays off, and with the completely new opportunities offered by the collaboration with SPORT1, we will be able to reach even more people and users faster. I am firmly convinced that, with SPORT1, we will achieve our vision of motivating people to be more active through great rewards, fitting events, and plenty of joy.”

Matthias Reichert, Chief Commercial Officer (CCO) of Sport1 GmbH:
“Our strategic partnership with MUUVR is based on the belief that the combination of sports and modern technology has the potential to sustainably transform markets and consumption. The experienced and dedicated team at MUUVR has a clear vision: to motivate people to engage in more physical activity and adopt a more active lifestyle through an innovative app. We see tremendous growth potential in this approach and are confident that we can grow successfully together. With SPORT1, we reach millions of people every day – together, we want to inspire them with MUUVR and help make movement enjoyable and rewarding.”