The document discusses how the DFL, which owns the Bundesliga, invests in startups through "asset for equity" deals. Specifically: - The DFL aims to build an innovative investment portfolio in sports, media, tech and services by offering its unique assets to startups in exchange for equity. - Some of the key assets the DFL offers are content production capabilities, international sales experience, competition management, and a large sports data collection. - The DFL's assets can provide benefits like signaling, know-how, order volume, content and networking opportunities to help startups grow and expand globally.

1. DFL FOR EQUITY
HOW THE BUNDESLIGA INVESTS IN
START-UPS
Berlin, 13th of June 2019

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3. DFL FOR EQUITY:
PARTNERING WITH INNOVATIVE SPORTS, MEDIA AND TECH COMPANIES
2
• DFL for Equity to build an innovative investment portfolio within the
sports, media, technology and services space
• DFL owns unique assets, which can play a decisive role in the
development of numerous companies
• DFL will make these assets available to innovative firms in exchange for
an equity stake in their company
• Depending on the company both, a long-term commitment and an exit
after several years are possible
• DFL has already signed its first transaction by investing in “Track160” by
means of an “asset for equity” deal
• Co-investments together with VCs or PEs would also be possible

4. THE DFL OFFERS A UNIQUE SELLING PROPOSITION TO START-UPS …
3
ContentProduction Int. SalesCompetition Data
Internal
Internal
Internal
Internal
Internal
External
External
Internal
External
External
External
Internal
External
External
External
Internal
Internal
External
External
Source: Website Premier League, LaLiga and Serie A (As of 04/19)
External

5. Content
Since 2012 | Production of
audiovisual content
Production
Since 2006 | Production and
distribution of base signal
Sales
Since 2008 | Sales of
international rights
… AS THE BUNDESLIGA OWNS ITS COMPLETE MEDIA VALUE CHAIN
Data
Since 2016 | Collection and
processing of match data
Competition
Since 2001 | Management of competition
and marketing of rights
4

6. 5 HIGHLY RELEVANT ‚ASSETS‘ MAKE A SIGNIFICANT CONTRIBUTION TO START-UPS...
5
as the innovation leader among football leagues regarding production, data and content
of several million Euros for the entire sports-related industry
of diverse DFL companies, that helps to develop products and services
from the world’s largest football and match data archive
with access to clubs, leagues, associations and media partners as potential customers
Signaling
Know How
Order Volume
Content
Network

7. …AND HELP GROW BUSINESSES AND BRANDS WORLDWIDE
6
Signaling
Know How
Order Volume
Content
Network
ContentProduction Int. SalesCompetition Data
First league with
video assistant
Video assistant referee
Contact to
>50 leagues
World’s largest
sports data collection
Co-development of
tracking system
Collection of scouting-
& tracking data
Official match
data base
Member of FIFA
expert groups
Globally largest football
archive
Virtual
advertising
Production & distribution
Scouting
feed
Co-founder
SportsInnovation
First league with
VoD offering
Organisation of
Media Days
International
product portfolio
Bundesliga
photo archive
Content network
in >30 countries
First league with
eSport competition
Marketing & event orders
Data of 15
media markets
>60 media partners
globally
eSport: In-game
advertising
Digital match operations
Certification & licencing
procedure

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Focus on Leading European Internet companies
Covering over 400 companies across 25 online
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NOAH Advisors is globally well connected
and has direct access to virtually all key
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Knowledge of and strong relationships with
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Proactively finds and unlocks attractive
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Annual NOAH Conference in its 10th year
Over 40 years of combined relevant M&A experience
Routine execution of M&A and financing transactions
with sizes of several billion euros
30 successfully completed NOAH Advisors transactions
underline successful transfer of M&A competencies to
the Internet sector
Entrepreneurial mind-set, focused on growing the
business and establishing a reputation for excellence
Ability to deliver top results in short time frames
Highly success-based compensation structures align
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Creative deal solutions
Unique Industry Know-How
Unmatched Network and Relationships
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Full Commitment - We Are Entrepreneurs!
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