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Supponor develops virtual advertising technology for live sports broadcasts. Its core system dynamically replaces physical in-venue signage with digitally inserted content in real-time. This enables distinct, audience-specific brand placements across multiple broadcast feeds, facilitating precise, geo-targeted advertising integrated into live events.
The company originated as Virtual Advertising Solutions (VAS) in 2001, with Roger Hall a key founder. The insight was to modernize traditional perimeter advertising in sports, introducing digital flexibility and localized content delivery. This approach aimed to unlock new commercial value by offering tailored advertising to diverse broadcast audiences.
Supponor's technology serves major live sports broadcasters, leagues, and brands seeking advanced advertising solutions. The company's vision emphasizes expanding virtual advertising capabilities, continuously enhancing how sponsorships are presented and consumed within sports media, maximizing the commercial effectiveness of live events globally.
Supponor has raised $19.0M across 2 funding rounds.
Supponor has raised $19.0M in total across 2 funding rounds.
Supponor is a technology company specializing in virtual advertising solutions for live sports broadcasting, overlaying physical in-stadium signage with targeted digital content to enable region-specific ads without disrupting the live event.[1][2][4] Its flagship product, Supponor AIR, is an AI-driven platform that replaces or adds virtual ads on perimeters, pitch areas, and even empty seats, serving leagues like LaLiga, Bundesliga, NHL, NFL, and NBA to boost revenue through hyper-localized advertising.[1][3][6] The company solves the problem of limited ad inventory in global broadcasts by delivering personalized content to diverse audiences, with deployments at nearly 500 events across major sports, and was acquired by TGI Sport in July 2024 after raising $48.1M.[1][2]
Supponor traces its roots to 2000 (or 2001 per some accounts), initially operating as Virtual Advertising Solutions (VAS) in Finland, where its R&D team spent a decade in lab development refining proprietary algorithms for real-time virtual overlays.[1][2][5] Pioneered at the intersection of sports marketing and tech, the idea emerged to let fans see relevant local ads during broadcasts of top-tier events, evolving from basic chroma-key tech to advanced AI solutions like Supponor AIR launched in 2021.[1][2][5] Early traction came through multi-year deals with LaLiga and testing thousands of game hours, proving seamless integration without noticeable disruptions, leading to commercial deployments in 10 territories and expansion to offices in London, Helsinki, Barcelona, Köln, New York, and Australia.[2][3][5] Backed by VCs and strategic investors, it grew under leaders like CEO James B. Gambrell before the 2024 acquisition by TGI Sport.[2][6]
Supponor rides the wave of AI-augmented sports broadcasting and personalized media consumption, capitalizing on streaming's rise and fragmented global audiences demanding localized content amid post-COVID empty-stadium challenges.[2][3][6] Timing aligns with sports rights inflation and ad tech evolution, where virtual overlays unlock new revenue without physical changes, influencing ecosystems by partnering with broadcasters like Mediapro and leagues to maximize returns—e.g., NHL credits it for asset value growth.[2][6] Market forces like cloud production and data analytics favor its remote scalability, positioning it as a leader in a niche blending AR, ML, and sports monetization, now amplified by TGI Sport's resources for broader adoption.[1][3]
Post-acquisition, Supponor (under TGI Sport) will scale AIR globally via cloud ops and intelligent data processing, targeting more events, esports, and non-sports broadcasts while advancing automation like virtual banners.[1][3][6] Trends in remote production, HDR streaming, and fan-data personalization will propel growth, potentially evolving its influence toward end-to-end sports ad platforms that blend live events with metaverse-like experiences. As virtual tech matures, expect Supponor to redefine stadium monetization, turning every broadcast into a hyper-targeted revenue engine—proving its pioneer status was just the start.[2][6]
Supponor has raised $19.0M across 2 funding rounds. Most recently, it raised $10.0M Series B in April 2016.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Apr 1, 2016 | $10M Series B | — | Conor Venture Partners, Northzone, Nikolaj Nyholm | Announced |
| Aug 1, 2008 | $9M Series A | — | Conor Venture Partners, Northzone, Nikolaj Nyholm | Announced |
Supponor has raised $19.0M in total across 2 funding rounds.
Supponor's investors include Conor Venture Partners, Northzone, Nikolaj Nyholm.
