German sports flooring specialist ASB GlassFloor has established ASB Arena and Event Services AG (AES) in Zug, Switzerland. With €30 million in secured equity, the new subsidiary will accelerate the company’s global expansion and introduce new digital and commercial models for its LED-based glass sports floors.
ASB GlassFloor, the German pioneer in high-performance glass sports flooring, has announced the launch of ASB Arena and Event Services AG (AES), a wholly owned subsidiary based in Zug, Switzerland. Equipped with €30 million in secured equity, AES is designed to drive ASB GlassFloor’s international growth and to strengthen its position as a leader in digital sports and event solutions.
ASB Arena and Event Services AG wants to establish a rental model
The new company will introduce a flexible long-term rental model for ASB’s LED-based glass flooring system, ASB LumiFlex, making access easier for venues, teams, and organizers. AES will focus on the commercialization, operation, and maintenance of LumiFlex installations, positioning them not only as innovative sports surfaces but also as revenue-generating digital marketing platforms.
In addition, AES plans to operate its own fleet of mobile LumiFlex courts for rental events and managed venues. The company has also developed an integrated software ecosystem – including a forthcoming App Store – that will feature tools for fan engagement, training, and coaching applications.
AES wants to “unlock new revenue streams”
“In today’s sports and event world, our clients – whether federations, teams, arenas, event organizers, or rights holders – are looking for innovative solutions that enhance the fan experience and unlock new revenue streams,” said Benedikt von Dohnanyi, CEO and co-founder of AES. “They seek reliable end-to-end concepts supported by flexible financing and genuine partnership models. That’s exactly what AES delivers – comprehensive services around ASB LumiFlex to help our clients maximize the value of their assets.”
Von Dohnanyi, formerly Director of Summer Sports at Infront Sports & Media, brings extensive experience in sports marketing, entrepreneurship, and business innovation. Known for structuring major commercial partnerships with global brands and rights holders, he now aims to position AES as a transformative player in the international sports and events industry.
