The Uhlsport product line includes, among other things, jerseys and goalkeeper gloves.
S/D – Effective September 1, 2026, the Swedish New Wave Group, S-Gothenburg, acquired the Uhlsport Group, which is based in Balingen, Germany. The transaction is subject to approval by the relevant competition authorities and is expected to be completed by October 1, 2026.
The traditional, multi-brand company develops and distributes clothes, accessories and equipment for team sports under the uhlsport and Kempa brands. With central warehouses in Balingen and Bisingen, as well as subsidiaries in France, Sweden and Spain, the company distributes its products to customers worldwide.
The transaction is structured as a sale of shares and is based on the financial statements as of September 30, 2026. The uhlsport Group generated sales of approximately €67 million in 2025, recording a small loss.
The acquisition creates significant synergies for the New Wave Group and positions it as a more comprehensive and competitive supplier in the team sports market. Craft Sportswear, which currently maintains contracts with around 5,000 clubs across Europe, will be able to offer a comprehensive range of products in the future, including balls, shin guards, goalkeeper gloves, handball resin and shoes from uhlsport and Kempa. At the same time, the uhlsport Group, which preserves strong, long-standing relationships with clubs, national teams and associations, will be able to offer its partners a significantly broader product range through the various brands of the New Wave Group, particularly in the area of fan merchandise.
The company’s headquarters in Balingen will remain in place.
Günter Daiss issued the following statement on behalf of the sellers: “Our family is very pleased to have found such a strong and highly respected partner in New Wave Group. For us it was particularly important to find a long-term home for uhlsport and Kempa that shares our entrepreneurial values and provides the company, its employees and its business partners with a strong foundation for a positive and successful future. We are especially pleased that the Balingen location will be retained. We are convinced that, with its long-term perspective, entrepreneurial mindset and extensive experience in building international brands, the New Wave Group is an excellent partner for the next chapter of uhlsport and Kempa. We are highly confident that both brands will continue to develop successfully and grow as part of New Wave Group.”
Torsten Jansson, CEO and founder of the New Wave Group, added: “We are very grateful that the Daiss family has given us the trust to continue the successful operation and we are truly impressed by the company and the brands, which they have built in an entrepreneurial environment that will fit in perfectly with the New Wave Group. Each brand in our combined portfolio stands strong on its own, but together we create something unique – a customer offering that no other player in the market can match.”
Ulhsport will become part of the “Sports & Leisure” business unit, the location in Balingen will be retained.
