Its main sphere of activity includes the distribution of media, sponsorship, corporate hospitality and testimonial rights as well as traditional sports marketing consultancy services.

The agency's portfolio comprises a wide range of cooperations in several different sports and with different institutions such as confederations, federations, leagues, clubs and athletes.

[4] The history of the UFA Sports brand goes back to 1988 when the UFA Film- und Fernseh GmbH, a subsidiary of Bertelsmann,[5] signed the first ever private television broadcast right contract with the German Football League and moreover acquired the television rights of the Wimbledon tennis tournament,[6] the same year – two revolutionary deals in the German media landscape at that time.

In 2008, UFA Sports was re-established under the roof of its original shareholders the RTL Group and Bertelsmann and is now led by several former Sportfive managers with the headquarters of the agency based in Hamburg.

[9] As a result of this connection, a 2-brand-strategy has been adopted, in which both of the agencies operate individually and independently within the market and consequently represent their respective objectives and needs of their rights holders and sponsors.