Munich, March 23, 2026 – Many AI projects in the sports business fall short of expectations. This is often not due to the technology, but to a lack of strategy, unclear responsibilities and a lack of anchoring of the technology in the organization. Against this background, LOBECO and mm sports have expanded their cooperation. The aim is to provide sports rights holders such as associations, leagues and clubs with structured support through the AI transformation, from strategic orientation to structural and technical implementation in day-to-day operations.
The focus is on a holistic approach: AI should not be viewed as an individual technical project or isolated use case, but should be introduced along structures, responsibilities and processes in the organizations. This includes a suitable database, clear governance and the use of practical tools.
“AI only unfolds its value when it scales. This is exactly what our partnership with mm sports stands for: we build the technological solutions that make sports organizations faster, more efficient and more data-driven,” explains Lorenz Beringer, founder and CEO of LOBECO.
“Technology alone does not change anything. The decisive factor is what is used in the everyday life of sports organizations. Together with LOBECO, we ensure that AI has an impact where it counts – in sport, in processes and in business,” says Stefan Schuster, founder and CEO of mm sports.
The focus is on objectives such as:
- Increasing organizational and economic added value
- Sustainable and systematic anchoring of AI in the organization
- Ensuring responsible and trustworthy use of AI
- Increased efficiency and sustainable cost reduction
Tasks of LOBECO and mm sports
LOBECO brings extensive and long-standing experience in the areas of digital marketing, social media, software development, AI consulting and AI workshops to the collaboration. With its specially developed AI platform “CorporateGPT”, the owner-managed agency supports companies individually and precisely in their day-to-day work.
mm sports complements this with a deep understanding of business models and structures in sports, a strong network in the market and many years of experience in organizational development, revenue models and change management.
Through the cooperation, LOBECO and mm sports are creating a customized offering for sports rights holders to support associations, clubs and sports companies in their digital transformation from strategy to implementation.
“We know the decision-making structures of rights holders very well. In combination with LOBECO’s AI expertise, the result is an offer that ranges from analysis to implementation and is tailored to the framework conditions in sport,” says Daniel Koch, member of the management team at mm sports.
As an introduction, the cooperation partners offer a free management interview in which the AI maturity level of an organization is assessed and possible next steps are discussed.
About LOBECO
LOBECO GmbH was founded in 2014 by Lorenz Beringer, former Head of Social Media and CRM at FC Bayern Munich. Since its foundation, the owner-managed agency has focused on social media and digital marketing and has already created numerous best-practice cases with its clients. LOBECO is fascinated by global digital innovation and has set itself the goal of transforming radical technological and social change into business, thereby increasing the competitiveness of its clients. LOBECO now employs around 130 people at its four locations in Munich, Shanghai, Zurich and Berlin in the areas of consulting, content & creation, video production & streaming, performance marketing, sponsoring & marketing, digital innovation, artificial intelligence and data analytics.
About mm sports
mm sports GmbH is an independent sports consulting company based in Munich, which was founded in 2006 and operates internationally. mm sports advises rights holders, associations, clubs, event organizers and companies in the areas of business development, the exploitation of marketing and media rights as well as in the planning and implementation of major sports events. The activities of mm sports include the implementation of projects in various sports, from the application phase and strategic concept development to activation and operational implementation. Further information can be found at www.mm-sports.eu.
