From idea to market – a challenge for start-ups
The path from an innovative idea to successful market positioning is a challenge for many start-ups, especially when it comes to visibility, sales and the first major customer contact. Trade fairs offer a platform for presenting products live, obtaining feedback and gaining potential partners. However, trade fair appearances are often associated with high costs and uncertainties, especially in the early company phase. This makes the news that the Federal Ministry of Economics will continue to support young companies with the ‘Young Innovators’ funding programme in 2026 all the more welcome, paving the way for a new generation of founders to take to Germany’s most important trade fair stages.
Financial relief for young companies
Around 60 trade fairs have been included in the preliminary selection, including events with a strong international focus and great export potential. The funding covers up to 60 per cent of the costs for stand rental and stand construction, a significant financial advantage and a clear sign that the trade fair stand is not a luxury, but a necessary springboard for growth and success.
Planning security and visibility through targeted support
Especially in times of rising energy and material costs, the programme provides young companies with more planning security. It not only offers a strong platform for presenting innovative products, but also specifically strengthens the sales and marketing activities of the participants. Hendrik Hochheim, Head of Trade Fairs Germany at AUMA, emphasises how valuable the support is, especially in the early stages of a company’s development, when it comes to positioning itself on the market, making initial contacts and establishing structures.
Who is sponsored?
The programme is aimed at young companies from industry, the skilled trades and technology-oriented services. It offers them the opportunity to exhibit at a joint stand under the umbrella of the federal brand ‘Innovation made in Germany’. The programme is coordinated by the Association of the German Trade Fair Industry (AUMA), supported by the Federal Office of Economics and Export Control (BAFA).
We at formdrei also recognise the importance of a successful trade fair presence, especially for young companies. We are therefore delighted that we are already represented at many of these subsidised events. The trade fairs eligible for funding include SPS – Smart Production Solutions, LEARNTEC, LogiMAT, E-world energy & water and h+h cologne. We have already collaborated with many companies at these and many other events and realised strong brand presentations together.
Trade fair diversity meets start-up scene
Whether life sciences, sustainable technologies, robotics or creative digital applications, the sponsored trade fairs reflect the diversity of the German start-up scene. And we as stand builders know that: Each of these appearances is more than just a stand. It is the moment when ideas take shape, networks are created and brands become visible. This is exactly where we come in with customised concepts, personal support and an understanding of the special requirements of young companies.
Our appeal to all start-ups out there: Dare to attend the trade fair! Take advantage of the opportunities offered by the ‘Young Innovators’ programme. The first step towards visibility begins with the courage to show yourself.
You have an idea, we build the stage for it. Let’s make innovation visible together.
