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SPORTFIVE and Supponor extend their cooperation to deliver virtual advertising solutions

The international sport marketing agency SPORTFIVEand Supponor, the market leader in the virtual advertising industry for over a decade, extend their virtual advertising partnership – an agreement that will see their relationship expanding in the German territory.

Offering the only league-wide virtual advertising solution approved by the Deutsche Fußball Liga (DFL) in the Bundesliga, Supponor and SPORTFIVE have enjoyed a successful partnership since 2017. By extending their collaboration, the companies will be able to work with SPORTFIVE’s partner clubs, including Borussia Dortmund, FC Union Berlin, Bayer 04 Leverkusen, FC Augsburg and VfB Stuttgart, among others as well as will explore opportunities in other sports.

Virtual advertising is of crucial importance for global and regional sponsoring partnerships outside of the German-speaking market. Working closely together, Supponor enables SPORTFIVE to further monetize the marketing rights for clubs and rights holders and generate virtual advertising inventory to serve partners and advertisers with tailor-made messages to reach their target audience.

The fans in the stadiums and domestic TV audiences see no change to the physical messages in the stadium, while messages that are shown to the international TV audience can be targeted individually, depending on the market by virtually overlaying existing animated perimeter LED boards from within the live broadcast signal.

Supponor’s proprietary technology platform, Supponor AIR®, is a fully software-based solution that leverages cutting-edge Artificial Intelligence (AI) and Machine Learning (ML) techniques. It offers a proven and reliable method to modify regular transmission content, enabling virtual multiplication of perimeter advertising space across various international markets. This dynamic platform empowers advertising partners with numerous options, including a tailored approach for target groups in different regions and the flexibility to secure different partners per region for the rights holders.

“We are delighted to renew our partnership with our longest-lasting client on the German market, SPORTFIVE, a company that shares our vision for the potential of virtual advertising. Since 2017, our collaboration has helped to evolve the landscape of sports advertising in the Bundesliga,” said Massimo Magrì, EMEA Managing Director at Supponor. “This extension is a testament to the success we’ve seen thus far and will ensure our solutions continue to deliver unparalleled value to advertisers, rights holders, and fans alike.”

“At SPORTFIVE, we value innovation and adaptation, especially when it provides exciting opportunities for our clients, and our collaboration with Supponor is a great example of this philosophy in action,” said Kai Rippe, Senior Vice President Rightsholder Business at SPORTFIVE. “Through our partnership, we’ve been able to give brands access to the global Bundesliga audience, allowing them to create powerful connections with fans worldwide. This partnership extension signals our commitment to continue pushing the boundaries of sports advertising.”

About Supponor


Supponor has been the market leader in the virtual advertising industry for the past decade, proven in live broadcast environments in thousands of top-tier sports events worldwide. Supponor AIR®, launched in 2021, is a fully software-based technology platform that relies on leading-edge Artificial Intelligence (AI) and Machine Learning (ML) approaches to deliver authentic virtual placement or replacement advertising live, on any surface, in any sport, at any venue, and in any weather condition. Supponor’s virtual advertising solutions have been trusted by rights holders in top-tier sports leagues across football, hockey, basketball, rugby, cricket and a host of other top sports. Supponor is headquartered in London and has its core R&D base in Helsinki, with regional offices in Barcelona, Milan, Cologne, New York, Toronto, and Sydney. Additional information:



SPORTFIVE is a global sports marketing agency that delivers customer-centric solutions based on trust and transparency, deep industry experience and global relationships, digital intelligence and innovation. SPORTFIVE strategically and creatively connects brands, rightsholders, media platforms and fans to create and enable contemporary partnerships in sports.

While creating and growing long-term value for all, SPORTFIVE often leads the sports business into the future through innovative digital solutions and strives to be the most progressive and respected partner in sports.

Being at the centre of professional sport SPORTFIVE will use its unique position, in order to make a positive contribution to sustainability and to live up to the social and economic duty and responsibility, which sport and consequently all parties involved, also have. SPORTFIVE operates with a global mindset and network of over 1,200 local experts based in 15 countries around the world, active in Football, Golf, Esports, Motorsport, Handball, Tennis, American Football, Basketball, Ice Hockey, Rugby, Olympics and Multi-Sport Events and many more.


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