Zug, Switzerland – October 2025 – ASB GlassFloor has announced the launch of ASB Arena and Event Services AG (AES), a new subsidiary based in Zug, Switzerland. With €30 million in equity funding secured, AES will drive the international expansion of ASB GlassFloor’s digital sports surface solutions and deliver innovative, fully integrated services to the global sports and event industry.
Flexible access to ASB LumiFlex LED courts
AES introduces a long-term rental model that makes the ASB LumiFlex LED floor more accessible to arenas, federations, and event organizers worldwide. Beyond rental, AES will handle commercialization, operation, and servicing of the LED courts, transforming the floor itself into a revenue-generating media and marketing platform.
A full-service solution for sports and events
AES will also operate its own inventory of mobile LumiFlex floors, enabling turnkey rental events and pop-up installations across global markets. Complementing these operations is a new digital software ecosystem, including an upcoming app store featuring fan engagement tools, educational content, and coaching applications.
“In today’s sports and event world, clients are looking for innovative ways to elevate the fan experience and unlock new revenue streams,” said Benedikt von Dohnanyi, CEO and Co-Founder of AES. “They want reliable, turnkey solutions backed by flexible financing and true partnership models. AES delivers exactly that: end-to-end services that help our clients maximize the value of their assets.”
Before founding AES, Benedikt von Dohnanyi built an extensive track record in international sports marketing and business innovation. In his previous role as Director Summer Sports at Infront Sports & Media, he oversaw major global rights portfolios and developed strategic partnerships with leading brands, athletes, and federations, experience that now shapes AES’s client-focused approach.
With AES, ASB GlassFloor continues to push the boundaries of sports technology, transforming every surface into a dynamic, interactive, and data-driven experience for athletes, fans, and partners alike.
Photo Credit: Basketball Champions League