Axel Springer is weighing the sale of its affiliate marketing unit, Awin, as part of a wider restructuring strategy following last year’s €13.5bn breakup agreement. 

The German media group has invited banks to pitch for advisory roles in a potential transaction, which could value Awin at around €400m.

The review also includes Idealo, Axel Springer’s price comparison platform, signaling a broader shake-up of its marketing division. The move follows the restructuring deal that saw CEO Mathias Doepfner and Friede Springer take control of the media segment, including Bild and Politico, while private equity firm KKR and co-investor CPPIB acquired 90% of the classified business, comprising job site StepStone and real estate ads platform Aviv.

Founded in 2000, Awin runs a global affiliate marketing network, employing 1,400 people and partnering with over one million publishers and 30,000 advertisers. The business is expected to attract interest from private equity firms and rival affiliate networks looking to expand their presence in the performance marketing space.

Neither Axel Springer nor KKR provided comments on the potential sale. KKR initially acquired a €3bn minority stake in Axel Springer in 2019, valuing the company at €6.8bn at the time. As private equity firms continue to target high-growth digital marketing assets, Awin’s sale could become a key transaction in the evolving affiliate marketing landscape.

Source: Reuters