Germany’s most exciting football startup
Six German businesswomen set up a startup for women’s football and drive equal opportunities for sportswomen.
Klaus Lüber ,
04.07.2023 
FC Viktoria 1889 Berlin is one of the oldest football clubs in Germany and has an exceptionally large number of active members. Historically it has hardly featured in the media: its most successful men’s and women’s teams are a long way from getting a place in the top leagues of the First and Second Bundesliga. But this club has something which is otherwise reserved for elite and national teams: it has a sponsorship agreement with a global sportswear manufacturer.
And the club’s women’s team has made it possible. Since July 2022, the regional league team has been led by six German businesswomen and sports experts who have not only arranged a sponsorship deal, but also developed an impressive network of supporters. These successful women have given the club the image of an innovative startup, generating a major media presence and lavish funding. Speaking in May 2023, businesswoman and investor Verena Pausder and former German international (and current team manager) Ariane Hingst described how in the past, the team’s budget amounted to €30,000 per season. Recently, though, they have been able to raise sponsorship worth six-figure sums. Unlike most regional league matches, the team’s fixtures attract over 1,500 fans and are even broadcast live on TV.
Following a US model
The entrepreneurs found inspiration for their football startup in Los Angeles. In 2020, the actress Natalie Portman was joined by fellow celebrities such as Jennifer Garner and Eva Longoria to set up the Club Angel City. They wanted to draw attention to the shocking imbalance between the success enjoyed by top female players in the US, and the amount the players earn.
The idea at FC Viktoria 1889 Berlin is very similar. On one level, they want to achieve promotion to the national Bundesliga within five years, says co-founder and former sports journalist Felicia Mutterer. Ultimately, though, it’s about much more than that. “Football isn’t just the most popular sport in the world. It’s also the most popular team sport for women and girls in Germany. We want more role models, opportunities for identification and chances. We want to provoke a culture shift, both in sport and society.”
