Supponor Makes History by Delivering Virtual Advertising in Over 1,000 Commercial Games in a Season

Supponor, the world’s leading virtual advertising technology solution provider in sports, today announced it has achieved the milestone of delivering more than 1,000 games commercially this season – up six-fold from last season.

This unrivalled achievement has been possible due to Supponor’s successful launch of its next-generation software-based virtual advertising platform, Supponor AIR®. This ground-breaking solution makes virtual advertising accessible to any sports club, league, or federation, due to remote production capabilities, significantly lower deployment costs, increased flexibility, multiple supported applications and more sustainable practices. Building on the remarkable achievement of over 1,000 commercial games this season, Supponor is looking to make history again by more than doubling the number of games next season.

Supponor AIR® has been primarily developed for remote operation, while also having the flexibility to be operated on-site. Commercially and technically proven, Supponor AIR® provides rights holders with a flexible and powerful marketing tool to enhance their commercial inventory and provide their sponsors and brand partners with value-enhancing targeted and global reach into local markets, allowing them to continue positioning themselves at the forefront of technical innovation.

These advantages have seen a host of large-scale commercial successes, with the most recent seeing Supponor AIR® receive historic German league-wide approval from the Deutsche Fußball Liga (DFL), giving it a quality stamp as the first and currently the only fully software-based virtual advertising solution available to all Bundesliga clubs. This allowed SupponorSPORTFIVE, the global sports business agency, and Bundesliga team Borussia Dortmund, to undertake the first commercial deployment of Supponor AIR® in Germany during the Borussia Dortmund vs RB Leipzig match on April 2nd. Following this, Supponor AIR® was adopted by history-making Bundesliga champions FC Bayern Munich, who achieved a record-breaking tenth consecutive title in Germany this season, starting with their home game against FC Augsburg on April 9th.

Alongside Germany, Supponor is also commercially deploying Supponor AIR® in Lega Serie A in Italy, La Liga in Spain, Ligue 1 in France, the A-Leagues in Australia and for several top-tier European club competitions, among many more. Supponor is also serving a host of other sports with its innovative software-based virtual advertising, including ice hockey (3ICE) and several rugby partnerships.


“We are extremely proud to have launched Supponor AIR® as it is, arguably, the most disruptive technology solution in sports”

“We are proud that clubs and sports federations can see the clear benefits of Supponor AIR® in creating more flexible, sustainable, and cost-effective sponsorship advertising in live sports broadcasting; but also, to the value of their media and marketing rights, generating commercial opportunities and attracting brand partners and sponsors. Now from over 1,000 commercial games – we are on target to more than double that figure with Supponor AIR® next season.”

James B. Gambrell, CEO at Supponor



Supponor AIR® Becomes First Software-based Virtual Advertising Solution Commercially Deployed in Germany via Borussia Dortmund Partnership

Supponor, the world leading virtual advertising technology provider, SPORTFIVE, the global sports business agency, and Bundesliga team Borussia Dortmund, have confirmed the first commercial deployment of Supponor AIR® in the German territory.

This key milestone took place over the weekend, during the Borussia Dortmund vs RB Leipzig match. Supponor AIR® is now available also for the German market, as it is the only software-based virtual advertising solution which secured the league-wide approval, by the Deutsche Fußball Liga (DFL).

Supponor AIR® can be used in any weather conditions regardless of the kick off time, being it day or night. The innovative solution is natively developed to be operated remotely, in addition to traditional on-site. It requires no physical integration with the live broadcast production and virtual system operations no longer take place at the venue, and instead can be delivered from a remote location which could be anywhere in the regardless of the contribution and distribution format (e.g., satellite, fibre, IP) as it has the ability to be deployed at any stadium without any specific requirements on LED board technology, LED assets or camera systems.

SPORTFIVE and Supponor have been partners since 2017 in Germany having collaborated to launch the first use of virtual advertising in the German Bundesliga in partnership with Borussia Dortmund. The innovative nature of this partnership is again highlighted by Borussia Dortmund’s adoption of Supponor AIR® in Germany – the first club to use the technology in the country.


“With the new Supponor AIR® technology, we are taking Virtual Advertising to the next level. It makes the use of Virtual Advertising even easier and more attractive for rightsholders and sponsors. Together with our partners Borussia Dortmund and Supponor, we are very pleased to be the first to offer computer-based Virtual Advertising in the Bundesliga.”

Mario Lucan, Executive Director Product Management at SPORTFIVE Germany


“At Supponor we are extremely proud to have launched Supponor AIR®, arguably the most disruptive technology solution in the sports industry, on the German market together with our long-standing partner SPORTFIVE and top club Borussia Dortmund. Thanks to the league-wide approval by the DFL, Supponor AIR® is now available to all Bundesliga clubs in all conditions, including weather conditions and kick-off times. Because of its operational efficiencies and subsequent cost savings, Supponor AIR® is accessible to any club on the market.”

Massimo Magrì, Managing Director Europe at Supponor



Supponor AIR® - Officially League Wide Approved

Supponor AIR® Becomes the First Software-based Virtual Advertising Solution to Receive League-wide Approval in the German Bundesliga

London, 6 April 2021London, United Kingdom – Supponor, the world’s leading virtual advertising technology solution provider in sports, today announced it has received the German league-wide approval to supply software-based virtual advertising, via its cutting-edge Supponor AIR® solution, from the Deutsche Fußball Liga (DFL).

The agreement of the DFL is necessary, as DFL’s subsidiary Sportcast oversees the contribution and global distribution of all video signals of the Bundesliga and Bundesliga 2. Due to the interface of virtual advertising with the transmission signal for the live match, Sportcast assessed Supponor AIR® in respect of image quality, reliability and technical integration and also tested in a live production environment. The league-wide approval is the culmination of successful testing over the past few months at several Bundesliga club stadiums under all conditions Having secured this milestone in sports marketing, Supponor can operate within the German Bundesliga with its game-changing virtual advertising technology, Supponor AIR®. which is ready to serve all Bundesliga clubs, flexible and light virtual advertising.

All Bundesliga clubs will now be able to easily access virtual advertising, depending on their individual decision, due to Supponor AIR®’s significantly lower deployment costs. Supponor AIR® is approved for use in any weather conditions and any kick off time, being at day or night. Supponor AIR® is natively developed to be operated remotely, as well as on site if required. It requires no specific LED boards nor integration, nor physical integration with the live broadcast production and personnel on site as virtual operations can be delivered remotely from a different location anywhere in the world regardless of the contribution and distribution format (e.g., satellite, fibre, IP) as it has the ability to be deployed at any stadium without any specific preparation.

Launched in 2021 through the integration of cutting-edge augmented reality overlays and utilising Supponor’s battle hardened broadcast integration platform., Supponor AIR® dramatically enhances the value of media and marketing rights for mass-audience sporting events for sports rights holders, their brand sponsors and broadcast partners. A fully software-based end-to-end platform, Supponor AIR® relies on Artificial Intelligence (AI), Machine Learning (ML) and computer vision to deploy virtual advertising on any surface, in any sport, and in any weather condition. Commercially and technically proven, Supponor AIR® provides football leagues and clubs with a flexible and powerful marketing tool to continue positioning themselves at the forefront of technical innovation, but also to enhance their commercial inventory and provide those valuable sponsors and brand partners with targeted and global reach into local markets.


“We are thrilled that Supponor AIR® has created history once again by becoming the first and so far, only software-based solution for virtual advertising to receive league-wide approval in the German Bundesliga – almost 4 years to the day since Supponor made history when its hardware-based solution became the first Virtual Advertising technology to receive a league-wide approval by the Bundesliga.

This approval by the Bundesliga is a significant milestone for us, and also underlines the progressive nature of the DFL and its focus on innovation – including with virtual advertising technologies. We look forward to continuing to work with the DFL, by leveraging AIR®’s superior cost and simplicity which will allow this leading  innovation to more democratize the adoption by more clubs due to cost savings, which will support the DFL’s ongoing efforts to increase the value of its media and marketing rights, generate commercial opportunities and attract new brand partners and sponsors for all of its clubs.”

James B Gambrell, CEO, Supponor

Effective immediately, Supponor will migrate all games in Germany to the AIR® solution.

Launched in 2021 through the integration of cutting-edge augmented reality overlays and utilising Supponor’s battle hardened broadcast integration platform., Supponor AIR® dramatically enhances the value of media and marketing rights for mass-audience sporting events for sports rights holders, their brand sponsors and broadcast partners. A fully software-based end-to-end platform, Supponor AIR® relies on Artificial Intelligence (AI), Machine Learning (ML) and computer vision to deploy virtual advertising on any surface, in any sport, and in any weather condition. Commercially and technically proven, Supponor AIR® provides football leagues and clubs with a flexible and powerful marketing tool to continue positioning themselves at the forefront of technical innovation, but also to enhance their commercial inventory and provide those valuable sponsors and brand partners with targeted and global reach into local markets.



FC Bayern Munich extends partnership with Supponor for next generation virtual advertising

London, 24th November 2021: Supponor, the global leader in virtual advertising solutions, is delighted to announce that FC Bayern Munich has signed an exclusive partnership with Supponor. As an indication of the strength of the partnership, the extended deal will also see FC Bayern Munich transition to the next generation of Supponor’s virtual advertising solution, Supponor AIR®.

FC Bayern Munich joins Juventus FC and FC Barcelona, amongst others, in the prestigious properties within the Supponor partner portfolio of international top club clients. The 2020/2021 Bundesliga season, already saw Supponor’s hardware-based technology (DBRLive) deployed at selected FC Bayern’s home games at the Allianz Arena. Supponor’s pioneering software-based AIR solution, which is fully remotely operated with no personnel or specialist equipment required onsite at the Allianz Arena, will provide FC Bayern with an industrial grade broadcast platform able to deliver a wide variety of future proof virtual advertising applications, which can create additional monetization opportunities.


The Supponor AIR® technology shows a new approach, using Artificial Intelligence and Machine Learning to deploy virtual advertising on any surface, in any sport and in any weather condition. Now commercially and technically proven, AIR provides FC Bayern with a flexible and powerful marketing tool to continue positioning itself at the forefront of technical innovation to dramatically increase its commercial inventory and provide its sponsors and brand partners with targeted and global reach into local markets.


“At Supponor we are extremely proud to partner with a world elite club such as FC Bayern Munich, and provide them with our latest generation technology.”

Massimo Magrì, Supponor’s MD Europe & Global Head of Football


“We are excited to extend our successful partnership, which reflects the flexibility Supponor offers when it comes to league-wide deployments or single club partnerships, driven by tailormade technical and business models, always looking for the solutions that best suit our partners”

James B Gambrell, CEO, Supponor


“We are delighted to be working with Supponor to forge such a strong partnership. The popularity of the Bundesliga and other competitions such as the Champions League have given FC Bayern Munich a truly global fanbase, and our ability to reach and activate those fans in their individual markets with virtual advertising technology has become a crucial benefit to our commercial partners.”

Andreas Jung, Executive Board Member, FC Bayern Munich


Supponor and ISG deliver virtual world first for Lega Serie A

UK-based Interregional Sports Group (ISG) and Supponor have combined with Lega Serie A to scope, build and deploy the most ambitious and advanced integrated virtual media technology project ever attempted in live sports broadcasting.

Developed to coincide with Serie A’s launch of its new International Broadcast Centre, the project represents a ‘world first’ in the use of AI supported Supponor AIR™ technology which will see virtual goal mats, virtual perimeter VLED, virtual centre circle mats, virtual ‘bench/dugout’ and some additional bespoke virtual assets for all 380 championship matches a season.

For almost a decade ISG has been the leader in the world of virtual media rights creation and revenue generation in premium sports broadcasting. Equally, Supponor has been at the forefront of virtual media technology development. Although ISG has always positioned itself as technology agnostic, the ISG-Supponor relationship is unique with them working as partners in global sports since ISG was established almost a decade ago. ISG also has a shareholding in Supponor.

Last year, ISG’s production and technology team worked closely with Supponor’s R&D team to accelerate development of Supponor’s early-stage, next generation, technology. In early 2021, after extensive testing, ISG-Supponor worked with Lega Serie A to scope, build and deploy for the start of the current season, the most ambitious and advanced integrated virtual media technology project ever attempted in the history of live sports broadcasting.


Simon Burgess, joint CEO of ISG, said:

“This deep collaborative partnership with Supponor in the optimisation & deployment of this advanced technology has enabled us to achieve what would have been unthinkable and impossible no more than 12 months ago. In these strange times, not all news is about crisis management, this is a huge positive, a massive game changer for the commercial sports industry.”


James Gambrell CEO of Supponor added:

“We are very proud to partner with ISG on this important virtual project, our Supponor AIR™ technology is ground-breaking and testament to the enormously talented teams that work in Supponor and ISG. Our relationship with ISG is special, although we also work with many other excellent organisations, this integrated approach provides unique benefits to all participants across these large and complex projects”



This revolutionary new AI supported platform operates out of the new Serie A International Broadcast Centre (IBC), just outside of Milan, Italy. The Serie A IBC is one of the most technically advanced and complex broadcast centres in the world. From there, over 100 technicians and production personnel produce all live matches and archive remotely all the Serie A TV, radio, web via 4k production from stadiums across Italy connected via fibre optic. Deployed in record time, the centre was operational from commission to going live for the first game of the season in approximately 18 weeks. ISG’s team operates, integrates, and produces virtual goal mats, virtual perimeter VLED, virtual centre circle mats, Virtual ‘bench/dugout’ and some bespoke additional virtual media across for all 380 championship matches a season, including Coppa Italia draws.

Luigi de Servo, CEO of Lega Serie A said:

“This is a real world first, as we launch one of the world’s most advanced broadcast centres, and as Serie A continues the development of its media division…We build upon our previous six years of successful partnership with ISG; launching the most exciting & ambitious virtual media project in broadcasting history. This initiative unlocks the potential for all 20 clubs in our league, generating commercial opportunities in different markets and regions across the world. We are confident that ISG and Lega Serie A will continue their strong union for many more years to come.”



Switzerland vs Italy: Virtual Advertising makes its debut in a European Qualifiers competition

Through virtual graphics superimposed on the LED perimeter boards positioned at the sidelines of the stadium, the FIGC, in collaboration with UEFA and the support of RAI, has guaranteed visibility in the Italian market for its commercial partners.

Federazione Italiana Giuoco Calcio, Sunday 5th September 2021

This Italy-Switzerland match will be remembered because it was the debut of Virtual Advertising in a European Qualifiers match. The Azzurri were the protagonists in a first for national football teams.

The FIGC, in collaboration with UEFA and the support of RAI, relied on Supponor’s Virtual Advertising technology during the match. This ensured visibility in the Italian territory to FIGC’s commercial partners, and to those of UEFA, through real-time, superimposed virtual graphics on the LED perimeter boards positioned at the sidelines of the stadium, within the free-to-air television signal.

This innovative technology is based on artificial intelligence software that has been ‘trained’ to distinguish movements and objects in front of the boards in real time, without the need of hardware in the perimeter boards or TV cameras. This activity underlines the FIGC’s dynamic commercial strategy, which has already recently driven a net growth in TV rights revenues, sponsorships, and licensing.

Furthermore, the Virtual Advertising technology deployed today is a technical revolution that can be leveraged by other European Federations, in agreement with UEFA, to guarantee the visibility of their respective commercial partners; and increase the relevance of advertising messages to domestic audiences.

If you’re interested in hearing more about how virtual advertising could boost your business, give us a call.

+44 203 423 6521


Supponor activates ambitious growth plans

London, 7th September 2021 – London, United Kingdom

Supponor, the leading sports media and technology company, today announced an increased focus on business in European markets, an overhaul of company executive functions and a goal to double its headcount to support its rapidly accelerating market growth. Supponor is now producing 800 events in the 2021/22 sporting season in Europe alone. This is an increase from over 600 events produced worldwide over the past decade.

Supponor has been at the vanguard of the move away from traditional, hardware-driven, expensive, and complicated Virtual Advertising solutions towards revolutionary, software-based solutions which are more efficient, scalable, and remotely operated. Rapid technological development and commercial success mean this is the perfect time for Supponor to revise its internal operations, in order to enhance resource allocation, to scale with the rapidly shifting market and to fulfil the company’s long-term vision:

Increased focus on Europe

  • Europe is a key strategic market for Supponor; supported by its new regional office in Köln, Germany which will spearhead an increased push on supporting existing and expanding business in the German speaking region.
  • Opening the German office is a consequence of Supponor’s successful long-term presence in the country. Supponor has partnerships with several leading German properties, which have been renewed and/or extended at the start of the 2021/22 Bundesliga season. These include with SPORTFIVE, the leading sports marketing agency managing the commercial rights of several Bundesliga teams including Borussia Dortmund, and also with Bundesliga legend FC Bayern Munich – where Supponor will continue as its exclusive Virtual Advertising technology provider.

Supponor executive promotions and additions

  • Massimo Magrì, has been promoted to Managing Director for Europe, and Global Head of Football from his former position of EU Commercial Director. Massimo will have full responsibility for the European P&L, with an additional specific focus on football globally. Massimo will continue to report to Supponor’s CEO James B. Gambrell
  • Michael Drotleff, renowned sports marketing executive formerly at Infront Sports & Media and German side RB Leipzig, will join Supponor’s European Team as Director of Commercial Accounts for the DACH region. Michael will report to Massimo
  • Both Massimo and Michael will attend this year’s SPOBIS event organized by SPONSORs in Dusseldorf, Germany. Please get in touch with Supponor at the event or reach out here

Increasing company headcount

Over the course of this financial year Supponor plans to double its global headcount to support the rapid increase in the number of events Supponor is delivering and to support further expansion in Europe and rapid growth in the Americas, Australia and Asia.

“This is a remarkable time for Virtual Advertising and for Supponor, as we continue to transform the market with our highly disruptive technologies and solutions,”

Said James B. Gambrell, CEO, Supponor.

“We have been a trailblazer in the development of innovative, software-based, scalable Virtual Advertising solutions and this is what has helped us record such great market success. As the market transforms, we will be scaling our business to support the growing market opportunities as we grow and consolidate our market leadership position within Virtual Advertising. Today’s announced internal restructure is well timed to support our growth ambitions and market opportunities.”

If you’re interested in hearing more about how virtual advertising could boost your business, give us a call.

+44 203 423 6521


After bubble experiment, NHL turns to new ad tech to make up for missed revenue due to coronavirus

It wasn’t easy and most likely will result in hundreds of millions in losses due to Covid-19. Still, the National Hockey League completed its bubble experiment and crowned a champion on Monday.

The NHL awarded its famous Lord Stanley’s Cup to the Tampa Bay Lightning after a six-game series with the Dallas Stars. The ratings were down from last year’s Boston Bruins-St. Louis Blues series, but viewership aside, league executive Keith Wachtel told CNBC the NHL is positioned to generate additional revenue after its bubble play.

Wachtel, the NHL’s chief business officer, said the league would explore in-arena fan engagement experiences with its new 5G partnership with Verizon, including exclusive 4K camera experiences. The NHL will also look to accelerate its in-game virtual signage technology that Wachtel said would be the “biggest game-changer that you can have in sports.”

NHL used a mixture of national and local advertisements on its dasher boards to help offset lost game-day revenue, including ticket sales. NHL commissioner Gary Bettman said game-day income makes up 50% of the NHL’s annual revenue, which was roughly $5 billion in 2019.

“We missed out on significant revenue from a ticketing standpoint, especially in the playoffs where our games are filled every night,” said Wachtel in an interview Wednesday.

Wachtel said bubble crew in Edmonton and Toronto replaced the dasher boards with team-level local sponsorships after each game. He called the ad space “valuable inventory.”

Going virtual

Wachtel said the NHL wants to maximize the “signage on a global basis and in individual markets.”

Wachtel said the current dasher boards have “limited messaging,” and some brand logos are located “in a cluttered environment,” which impacts exposure.

After testing what he called the “Digitally Enhanced Dashboard (DED)” at the NHL’s All-Star contest in January, Wachtel said the league could be ready to add the virtual banners for the 2021-22 season.

The “perimeter signage” technology allows the NHL to replace physical, in-arena sponsors on the boards with interchangeable virtual ads during telecasts. The NHL invested in London-based company Supponor to develop the ads, which Wachtel said will allow brands to have ownership of what appears.

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Supponor strengthens its European Team with the appointment of Massimo Magrì as EU Commercial Director

Massimo joins the Supponor team bringing a wealth of international experience in the sports business, TV production, media rights commercialisation and pioneering new technologies – including virtual advertising

London, 7th October 2020 -. Supponor, the global leader in virtual advertising technology solutions in live broadcast sports, is proud to announce the appointment to its senior leadership team of Massimo Magrì, joining the company as the European Commercial Director. The appointment will support the company’s regional expansion in Spain and Germany, led by its Headquarters in London and R&D Centre in Helsinki, helping scale the company to meet the rapidly increasing market demands for virtual advertising.

As European Commercial Director, Massimo Magrì will oversee and lead the company’s ongoing commercial growth across Europe. With 15+ years in the sports business, Magrì brings a wealth of international commercial experience to Supponor in media and marketing rights, TV production and pioneering new technologies in football and other sports. Most recently he held the role of Head of Virtual Advertising at Infront Sports & Media, working with a broad range of sports rights holders, including Serie A and the Bundesliga.

Magrì commented: “Having developed my career in Virtual Advertising and observing the industry for many years now, it is with great excitement that I join the Supponor team at a key time for the company to accelerate the growth  of its successful commercial deployments across Europe. Supponor’s solutions are more relevant than ever to enable rights holders to unlock new revenues, to offer targeted audience engagement for sponsors and relevant advertising content for fans.”

James B Gambrell, CEO of Supponor, said:

“While 2020 has been an incredibly challenging year for the entire live sports industry, Supponor has seen a significant breakthrough in commercial deployments as the benefits of our virtual advertising solutions have become ever more essential for value generation for our clients and their sponsors and broadcasters.  After having begun to consolidate our lead across European football in Spain and Germany, with the appointment of Massimo we are preparing for further, rapid expansion in the seasons to come.  Massimo’s understanding of our clients and their needs along with his knowledge and experience in virtual advertising in broadcast production will see Supponor reach new heights.”

About Supponor

Supponor pioneered and is the clear market leader in delivering virtual replacement technology of TV-visible signage for real-time broadcast and streaming of in-venue sports advertising. Our advanced technology platform delivers the most powerful and impactful brand activation in broadcast sport by integrating powerful augmented reality overlays with traditional broadcast quality solutions. This dramatically enhances the value of media and marketing rights for mass-audience sporting events for sports rights holders and their brand sponsor and broadcast partners.

As a pure-play technology solutions provider, Supponor has over 15 years of experience in research, development, testing, integration and commercial deployment. Supponor has commercially deployed its virtual advertising replacement solutions at hundreds of live broadcast events across 10 major broadcast territories in Football (LaLiga, German Bundesliga, FA), Hockey (NHL), Motor Racing (F1), American Football (NFL), Basketball (NBA) and other Tier 1 Sports.

Supponor is based in London and Helsinki, with additional presence in Barcelona and New York, and is backed by leading VCs and institutional investors.


Whitepaper: Cutting Through The Regulation of The Virtual Advertising Landscape

Virtual advertising solutions are rapidly growing in popularity among sports rights holders, broadcasters, and advertisers worldwide. The technology allows for them to reach segmented audiences at both global and local scales by, for example, replacing the advertising on real world perimeter boards with virtual perimeter boards. These can then show different advertisements in different territories and even to different viewers.

Supponor has now published an informative report which describes the specifics of the technology, the application in different sports and events, and the legislation and regulations it complies with.

We invite you to fill in the form and download the insightful Supponor Whitepaper.

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