Munich, 26 October 2023

ARTHOS advises MOTHERSHIP Marketing GmbH on its sale of a majority stake to U1ST Sports S.A.

Global expansion of MOTHERSHIP’s digital agency services for digital entertainment clients
The shareholders of MOTHERSHIP Marketing GmbH (“MOTHERSHIP”), a leading German agency specializing in video games marketing and digital entertainment, have sold a majority stake to U1ST Sports S.A. (“You First”), a Spanish global agency representing talent, providing brand services, and creating content. 

ARTHOS acted as exclusive financial adviser to the shareholder of MOTHERSHIP in this transaction. ARTHOS provided full M&A sell-side advisory services including analyzing and approaching national and international potential strategic partners together with AICA partner firms and driving the subsequent M&A process including co-ordination of the due diligence and leading negotiations of commercial terms of all agreements. In this transaction the AICA partner Marco Polo Advisors introduced the final buyer You First to ARTHOS.

Founded in 2013 by Christian Hofbauer and Stefan Hinz, MOTHERSHIP has emerged as an industry leader with its headquarters in Cologne and additional offices in Berlin and Munich, boasting a team of over 20 highly specialized professionals.

MOTHERSHIP covers organic and paid media creator campaigns and provides research and analysis across diverse channels, development of media plans and the execution of creator campaigns on YouTube, Twitch, TikTok and Instagram. They manage content creators and provide multi-channel support, perform content analysis, and craft growth strategies. They also offer advertising solutions for mobile games developers and mobile apps, identifying opportunities to improve ad monetization by staying abreast of the latest industry technology.

Over a decade of experience, the Cologne-based agency has worked with over 50 renowned companies worldwide, including Playa Games, RIOT GAMES, FUNCOM, Epic Games, Electronic Arts, Sony, Ubisoft and BenQ. They have also worked on prestigious video games like Fortnite, Resident Evil, and League of Legends, designing their creative and media campaigns and providing advertising solutions. 

For You First, this acquisition highlights the company's commitment to continue expanding and enhancing its services. "We are motivated by the potential that this agreement holds for our respective companies. With MOTHERSHIP's experience and vision in the video game industry, we believe this is just the beginning of a prosperous and fruitful partnership. We are continuing our implementation strategy in Europe, in the growing field of gaming where we already have a presence and where there are many growth opportunities for both parties. Christian and Stefan also fit the profile we are looking for as entrepreneurs eager to continue growing," says David Brabender, Managing Director & Partner at You First. 

In the words of Christian Hofbauer and Stefan Hinz, CEOs of MOTHERSHIP: “We are all thrilled to close a partnership with You First, as the next logical step for us and our team to elevate our service strategy, further develop them, and offer them in new markets and industries of sports and entertainment on a global scale.”

Founded in Berlin in 2013 by Christian Hofbauer and Stefan Hinz, MOTHERSHIP TALENTS boasts a team of over 20 employees across three locations in Cologne, Munich, and Berlin. MOTHERSHIP TALENTS is a leading German agency specializing in video game marketing and digital entertainment. With a global network of major gaming clients, they have a unique approach, combining creator marketing activations on platforms like Twitch, YouTube, TikTok, and Instagram with highly targeted programmatic campaigns.

About You First
You First, is a global talent representation and brand service agency. Founded in 2002, it operates in 14 countries through 21 offices, and it is included in the top 10 best agencies in the world according to Forbes. The agency manages the careers of over 417 basketball players, 463 soccer players, 70 esports talents, and more than 100 talents from other disciplines, with a global reach of over 200 million followers on social media. Their client portfolio includes NBA players and top European leagues such as Ja Morant and Walter Tavares, among others; footballers like Gerard Moreno, Alexia Putellas, and Fabián Ruiz; talents from other sports disciplines like Ona Carbonell, as well as other lifestyle talents and content creators.

ARTHOS is an independent M&A advisory firm and specialist for digital media, IT and high-tech industries based in Munich. Since 2003, ARTHOS services customers on the buy- and sell-side regarding the acquisition or disposal of companies and business units worldwide. The managing partners of ARTHOS so far have successfully closed over 200 M&A transactions. ARTHOS is member of AICA – the global Alliance of International Corporate Advisors.