SevenVentures, the venture arm of the ProSiebenSat.1 Group, has acquired a majority holding of mydays.de, an online platform for ‘experience gifts’ such as track days and fashion photo shoots. Fabrice Schmidt, who founded the company in 2003, will continue as CEO.
According to the German media giant, which is increasingly focusing on the digital entertainment and e-commerce spaces, the move represents an important strategic investment in online travel, a promising growth segment.
ProSiebenSat.1 is joining a growing list of major German companies looking to become more involved in the startup scene and is looking to do that both through SevenVentures, a media-for-equity and media-for-revenue investment platform, and its incubator in Berlin, Epic Companies.
Mydays in turn is set to benefit from the advertising reach of Germany’s largest television network. The platform offers everything from watersport activities to fantasy adventures and erotic photo shoots. It can now leverage ProSiebenSat.1’s other partners including travel agency reise.com, tour operator Tropo, car rental portal billigermietwagen.de (link removed by request) and weather portal wetter.com.
Enrico Mickan, CFO of mydays, said: “For successful multi-channel communication and brand awareness, the television medium is a crucial lever and an important platform that will help us to further expand our innovative strength and our business model.”
ProSiebenSat.1’s executive digital and adjacent Christian Wegner said: “Ranging from goldsmiths to wellness getaways to sky-diving – my personal favorite: With mydays, we have acquired a fast-growing and experienced partner that can fulfil the wishes of our users and is the perfect addition to our value-added network.”
The acquisition still needs to be approved by the German Cartel Office.