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Supponor announces €13.8m investment from Sports Investment Partners


Digital Billboard Replacement specialists Supponor have announced a major investment from
Sports Investment Partners (SIP).

SIP, chaired by Sir Martin Broughton, chairman of British Airways and former chairman of
Liverpool FC, has made a €13.8m investment in Supponor, a privately held company.
Supponor’s technology DBR Live has become a game-changer in perimeter advertising at
sports events because it allows TV viewers watching the same event live in different
countries to see billboard advertising tailored specifically to them.
SIP’s involvement means Supponor can now capitalise on several opportunities with major
rights holders worldwide.
Jan Tore Meren, chairman of Supponor, said: “This major investment by Sports Investment
Partners reflects not only on how much we have achieved as a business but also on the
potential of the business going forward. We believe we have a compelling offering to the
industry. We’re delighted to have such a key player among our shareholders.”
Supponor is SIP’s second investment and Matthew Wheeler, Managing Partner of SIP,
said: “This investment is in line with our strategy of investing in quality businesses in the
sports sector. Supponor has an excellent product and clear market leadership. The hugely
exciting thing for rights holders is that the DBR Live technology allows perimeter
advertising markets to be segmented – effectively selling the same billboard space several
times over. The sports marketing industry has been looking and waiting for this technology
for years. Now it's here and it works.
“Live sport is important to advertisers because it is one of the very few ways advertisers
can get to large audiences and the increased flexibility that this technology provides
makes perimeter boards a much more attractive media selling opportunity.”
DBR Live has revolutionised sports advertising by allowing billboard advertising from live
events to be changed electronically to meet the requirements of each broadcast region or the
varying demands of the advertisers themselves.
Multiple live feeds can be generated, identical in every way but with different billboard
graphics in any electronic media form - including animation and video – specifically tailored to
the required audience.
The technology allows the perimeter advertising market to be segmented – effectively selling
the same billboard space several times over.
It works in real time and accommodates obstructions such as figures running in front of the
billboards during a game. Viewers see an uninterrupted broadcast with natural-looking
perimeter advertising and fans inside the stadium see the original billboards.
DBR Live has already been used by the Football Association for England internationals at
Wembley and at the European Water Polo Championships in Eindhoven. It is being trialled
by a range of sports governing bodies in Europe and worldwide.
Supponor has a research and development base in Helsinki, Finland, and a commercial and
operational arm in London.
Sports Investment Partners (SIP) is Europe’s first ever investment firm focused purely on
driving investment and growth in the sport industry.
SIP takes an “operating leverage” approach, proactively seeking opportunities which utilise
its significant experience and success in sport and business, along with its unique network
within and outside of sport, to develop strategies which drive the growth and value of its
investments.
About Supponor: www.supponor.com
Supponor is a specialist company that has focused entirely on developing and
commercialising Digital Billboard Replacement Technology (DBRLive) for live sports
broadcasts. Supponor’s highly skilled software engineers, based at its research and
development centre in Espoo, near Helsinki, are revolutionising perimeter pitchside
advertising with their ground-breaking product. Meanwhile its UK-based operations team is
perfectly placed to maximise new opportunities presented by DBR at live broadcast sporting
events across Europe and beyond, establishing Supponor as an international force.
Supponor is a privately held company owned by management, private investors and VC
funds - Northzone V and Conor Technology Fund I.
About Sports Investment Partners: www.sportsip.co.uk
Sports Investment Partners, which is chaired by Sir Martin Broughton, is Europe’s first
ever investment firm focused purely on supporting and driving business growth in the sport
industry. SIP Managing Partners are sport specialists and together with Sir Martin,
Matthew Wheeler and Michael Broughton the other partners are John Connolly (former
worldwide Chairman of Deloitte and Nic Couchman (chairman of Couchmans the leading
sports law firm). They have a proven track record from across the sector and a close
understanding of the political, commercial and sporting needs of both the industry and its
consumers. Supported by an unparalleled sporting and business network, SIP is uniquely
positioned to develop strategies which drive the growth and value of its investments,
bringing a timely new investment ethos to sport.
For more information:
Chris Buckley
Chief Executive Officer, Supponor
Tel: +44 7590 590180
www.supponor.com


Publisher Contact Information:

Supponor (formerly Virtual Advertising Systems)
+44 7590 590180
-

Company profile of Supponor (formerly Virtual Advertising Systems)
Past press releases of Supponor (formerly Virtual Advertising Systems).

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