Football meets tech: How Eintracht Frankfurt built a tech company to fit in your pocket
Football meets tech: How Eintracht Frankfurt built a tech company to fit in your pocket
IMAGO | Eintracht Frankfurt won the Europa League title in 2022 after winning 5–4 on penalties against Rangers in the final.
Eintracht Frankfurt launched subsidiary EintrachtTech in 2017 to offset financial disadvantages against wealthier rivals, as CEO Timm Jäger explains in this interview.
The club have consolidated all fan data into a single digital platform, developing their own app, e-commerce, ticketing, and the Mainpay wallet, which also works beyond the stadium.
Why it matters: Eintracht offer an example of how a member-owned club might preserve their identity while at the same time creating new revenue streams by owning and operating its entire digital infrastructure.
The perspective: Digitalisation is becoming a decisive factor for clubs, where commercial growth depends not only on sponsorships and media rights but increasingly on the ability to control and monetise fan data.
17 September 2025 - 6:25 PM
In 2016 Eintracht Frankfurt were minutes away from dropping out of the Bundesliga. A narrow 2-1 aggregate victory over FC Nürnberg in the relegation play-off kept them up, but the episode was a turning point.
Leadership concluded that to remain competitive, particularly against rivals with deeper pockets, the club would need to change course radically. One of the answer was EintrachtTech, the subsidiary set up to drive innovation and digital growth.
Timm Jäger, The CEO of EintrachtTech from the beginning after previous roles at BMW Group and Boston Consulting Group, explains the challenge.
“It was quite clear that we were competing with clubs that have a lot more financial resources than we had.”
Competing against richer rivals
The competitive landscape made Eintracht Frankfurt’s position difficult. On one side were the investor-backed projects of clubs such as RB Leipzig, Hoffenheim, Wolfsburg and Leverkusen. On the other, the established heavyweights like Bayern Munich and Borussia Dortmund, with the financial muscle that comes from playing Champions League football year after year. Eintracht, by comparison, had to find alternative ways to keep pace.
As a majority member-owned club, change in their ownership structure was never an option for Eintracht Frankfurt. Jäger stresses that this identity was central to the decision-making. The club are proud of being owned by their members and determined to stay that way. That meant finding new ways to generate revenues and build resilience.
“To improve our financial competitiveness, we decided that we wanted to be more innovative, we wanted to be more digital and focus on new business models, and therefore the idea of EintrachtTech was created.”
A separate entity
EintrachtTech was founded in 2017 as a wholly owned subsidiary.
“We created a separate entity, so EintrachtTech became a company. It is 100 per cent owned by Eintracht Frankfurt, the football club, but we have our own financial resources and our own personnel,” Jäger says.
PR | Timm Jäger has been the CEO of EintrachtTech since its founding in 2017.
Today, EintrachtTech has grown into a business with 20 employees and 13 software developers with a revenue of more than €10 million annually.
The scope was broad.
The new subsidiary was set up to ensure technical independence, enable data-driven operations and to experiment with business models rooted in digital technology.
For Jäger, achieving that required one foundation: a deep understanding of the fans and their behaviour. At the time, however, Eintracht’s digital environment was fragmented across multiple providers, which made it impossible to get a complete picture.
“You need a good digital infrastructure, and we obviously did not have that at the time,” Jäger recalls.
Without a unified system, the club lacked oversight of the entire customer journey and had little knowledge of who their fans were or how they engaged across different touchpoints.
“This leads to the fact that most of the time you don't understand the whole customer journey. You don't understand who your fan is and what your fan is doing.”
Initially the club sought third-party solutions but concluded they were not fit for football.
By 2019/20, the decision was made to build in-house expertise, turning EintrachtTech into a software development company in its own right.
That move allowed Frankfurt to build their own app, ticketing and e-commerce systems within a single framework.
“In that way it doesn't matter if a fan is interacting via our website or via our app, everything is via one digital platform that basically services all our fans. That is how we got full control of every service that we are offering to our fans and understand fan behaviour.”
New revenue streams
A key element of the project is bringing all supporter data together in one place. By linking information across ticketing, retail and media channels, Eintracht can see each fan’s overall interaction with the club and use that knowledge to personalise both content and advertising.
“We can personalise content and we can personalise advertisement,” says Jäger.
The app became a commercial platform.
Today, the club uses it not only to serve fans but also as a sales channel, enabling sponsors and partners to sell their products directly within the Eintracht app.
His ambition was clear from the outset.
“The idea was quite clear from the beginning; to be one of the 4 to 5 apps that every Eintracht Frankfurt fan is using every day.”
HSV Co-CEO: Bundesliga must look beyond TV revenue to secure long-term growth
21 March 2025 - 3:43 PM
Eintracht developed their own digital wallet, Mainpay as they call it, which fans can use in the stadium for purchases like jerseys, drinks or food. Crucially, the solution also works outside the stadium. If a fan uses Mainpay while travelling abroad, the system captures that transaction and enriches the club’s understanding of fan behaviour in everyday life.
This in turn creates new commercial opportunities, for instance, enabling airline partners to target supporters with tailored offers around holidays and travel. Jäger points out, that this kind of insight is unique in the market.
“This is information that other teams don't have because they don't have the transaction data and behaviour of fans in their daily lives.”
Transparency for fans
Implementing a new system at a traditional football club required more than just the right technology. For Eintracht, it was crucial to be consistently transparent about the process and to make sure fans understood both what was being introduced and why.
“You have to be very transparent and explain to the fans what and why you are doing it.”
Jäger stresses that open and clear communication was essential to winning acceptance, and without this effort the project would never have secured the same level of support from members and supporters.
Selling to others
EintrachtTech is not only built to serve Eintracht Frankfurt but also to operate as a business.
The subsidiary has now started offering its digital solutions, including the core platform, ticketing, e-commerce and the club app, to other teams and organisations in football and sport.
The expansion is still at an early stage, and while it is easy to imagine that some rivals might be hesitant to adopt a system associated with Eintracht Frankfurt, three clubs have already signed contracts to implement the digital platform, a development Jäger sees as proof that this is where the future lies.