Axel Springer Buys Into Football Fan Data and AI Recruitment

Axel Springer has completed two sports-technology investments spanning fan engagement and professional performance analysis.

The German media group has acquired a majority stake in Brazilian football application Futez and made a separate investment in Israeli AI platform Marquee. Financial terms for both transactions were not disclosed.

Futez allows supporters to rate matches, review player performances and evaluate factors including refereeing and stadium atmosphere. Launched across mobile and web in 2025, it has attracted more than 100,000 users.

Those users have generated more than 900,000 match ratings and 4.5 million individual player ratings. Founders João Tomazetti Scholz and Giuliano Reginatto will continue managing the business following the acquisition.

Futez will join the BILD Group’s digital sports portfolio alongside SPORT BILD, Transfermarkt and TorAlarm. The transaction gives Axel Springer a new source of structured supporter opinion and football engagement data, initially built around the Brazilian market.

Marquee operates on the professional side of the industry. Its platform combines tracking data, match video and scouting reports to help clubs and federations evaluate performance and recruitment decisions.

More than 20 professional clubs and federations use the technology, including organisations competing in the Premier League, Serie A and Major League Soccer. Marquee is also expanding into basketball through teams in the NBA and EuroLeague.

Together, the investments extend Axel Springer beyond sports publishing into the digital products used by supporters and professional teams.