btl unites its sports expertise in the new btl‑xsports brand

With the launch of btl‑xsports, btl next GmbH is taking the next consistent step in its corporate development: an independent brand fully focused on the technical requirements of sports and sports entertainment events.

For many years, btl has been an experienced technical service provider in the sports sector. National and international major events, long‑standing partnerships with federations and leagues, and projects across a wide range of disciplines and scales – from the German Handball Federation and ISTAF Indoor to the Premier Padel Tour – have established a sound, practice‑proven understanding of the specific demands of this industry. These include productions in professional league operations, international tournament formats, and hybrid event concepts with a strong focus on live broadcasting and streaming.

Consistent development built on experience
The decision to establish a dedicated brand is the result of this accumulated expertise. Sports events place exceptional demands on technology, planning, and execution: maximum precision, absolute reliability and performance under live conditions.

“Sporting events today are highly complex live productions. With btl‑xsports, we are creating a structure that is precisely tailored to these requirements – technically, organizationally, and in terms of mindset. We create emotional productions that turn sports events into truly memorable experiences,” explains Michael Terwint, Managing Director of btl next GmbH.

Technology as a performance factor
At the heart of btl‑xsports is the ambition not merely to provide technical systems, but to actively contribute to the overall impact of a sports event. Technology is understood as an integral part of the staging – not simply as background infrastructure.

This includes complete team and athlete entrance concepts, LED perimeter and stadium display systems, and complex audio, lighting, and video setups for arenas and outdoor events. These are complemented by streaming and broadcast infrastructures for live transmissions, content production, and real‑time media integration, as well as full technical coordination of hybrid event formats.

The goal is to design all technical processes in a way that ensures absolute reliability and seamless operation while deliberately enhancing and supporting the emotional impact of each sports event.

Connecting sport and entertainment
The boundaries between traditional sports events and entertainment are increasingly blurred. New formats, media‑driven staging, and hybrid event concepts require innovative technical solutions.

btl‑xsports positions itself precisely at this intersection: between athletic excellence and emotional storytelling, between competition and experience.

Market potential
The market for sports and sports entertainment events continues to grow. New leagues, innovative formats, and rising expectations for media presentation open up additional opportunities.

In particular, the growing importance of streaming, digital reach, and experience‑driven event formats is fundamentally changing the requirements for technical planning and implementation.

With btl‑xsports, btl is establishing the foundation to actively shape this development and position itself as a leading technical partner in the sports sector.


Image credits: © 2026 btl next GmbH