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Supponor opens regional office in Cologne

Virtual advertising with a focus on the European market.

© NRW.Global Business/GettyImages

© NRW.Global Business/GettyImages

Supponor, the global market leader for virtual advertising technology and solutions for live sports broadcasts, plans to focus more on further developing its business in German-speaking countries from Cologne. To this end, the British-Finnish company, whose headquarters are in London and Helsinki, has opened a regional office in the cathedral city.

With virtual advertising, advertising messages on the boards in the stadium are overlaid with other content for the TV picture. For example, advertising messages can be adapted specifically for broadcasts in foreign markets, because viewers there see different advertising tailored to them. Supponor is considered a pioneer in this field.

The company's augmented reality technology has already been used at hundreds of live events worldwide, including soccer, ice hockey, American football, basketball and Formula 1. Supponor is now supporting 800 events in Europe alone in the 2021/22 sports season. One of its biggest partners in Germany is the sports marketing agency SPORTFIVE, which holds rights to Bundesliga teams such as Borussia Dortmund and Bayern Munich.