• Creativity
    2 Success


Since the 1974 FIFA World Cup, sport and entertainment have been the focus of our business activities. In the meantime NIEMANN has developed into a digital asset light company.

The digitalisation of the creation, marketing and distribution of content, especially in football, opened up unexpected opportunities for expansion for the once classic book publisher.

Dr. Robert Niemann pursues an innovative and sustainable approach that leads projects in sports, entertainment and technology to long-term success.

The complementary core competencies of the entrepreneur lie in the areas of investment and the worldwide sales of TV, media and digital rights, licenses, marketing and personalities.

The consulting and management of associations, leagues, clubs and athletes in international football is one of Dr. Niemann’s fields of activity.

The strong synergies between the individual segments enable NIEMANN to build up a continuously growing network and thus lay the foundation for successful global marketing.

Robert Niemann

Dr. Niemann has many years of expertise in international sports and entertainment. After studying business administration and psychology at the LMU in Munich, the marketing and sales expert completed his doctorate in journalism and communication science at the University of Salzburg. During his studies, he worked for Springer-Verlag in New York and Bertelsmann AG in Gütersloh.

He started his career in entertainment at the Kirch Group and in the programme management of the TV channel ProSieben. Subsequently, as Vice President Sales at Fremantle Media (RTL Group), he was responsible for sales in German-speaking Europe, Italy, Eastern Europe and Russia. He then became General Manager at SONY Pictures Television International. In this position, as station manager, he managed two pay-TV channels, AXN and ANIMAX, in German-speaking Europe. At Yahoo Germany he was Head of Media, Content and Programming.

Robert Niemann started his career in football in 2008 as CEO of DFL Sports Enterprises GmbH in Frankfurt. There he was responsible for the worldwide marketing of all TV & media rights, sponsoring and digital rights of the BUNDESLIGA. In 2010, Robert Niemann took over the sole management of TSV 1860 Munich. Since 2014, he has been a consultant for FIFA in Zurich, currently in the Professional Football Department. In addition, he was the worldwide exclusive marketing partner of the three-time world goalkeeper OLIVER KAHN, former captain of FC Bayern Munich as well as the German national team. Oliver Kahn has been on the board of directors of FC Bayern München AG since January 2020. Since summer 2019, Robert Niemann has also been working with the German record-breaking national player Lothar Matthäus.

Dr. Niemann teaches sports management at the University of St. Gallen in Switzerland and was founding director of the “Institute of International Football Management” in Munich. In 2013, he was appointed full professor of sports management at the University of Applied Management in Munich.

In the investment industry, Dr. Niemann has extensive experience in financing and structuring international projects and evaluating investments. He is invested in various companies and projects.


The company’s history goes back to the publisher Peter Niemann, who recognised more than 40 years ago the media combination of sport and entertainment and put it into practice.

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Peter Niemann