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Advertising - Tuesday, August 26, 2008

Finland's Sports Advertising System Supponor Raises Euros6M in 1st Round

Supponor out of Helsinki, Finland has raised EUR6M in Series A led by Northzone Ventures with return backer Conor Venture Partners.

The product is simple. You use video technology to digitally swap out a billboards at an athletic center for say Pepsi and replace it with one for Schwab. So just as you get variety on TV program so you get it at sports venues. The sales pitch here is to sport team owners, leagues, venues, etc. that they can increase ad revenue in live sports broadcasts with over 50% growth potential.

They plan to bring the product not only to the rest of Europe but also to The US. The company acknowledges that there are other comparable offerings out there - and we have seen some - but the startup says that it alone can fit new ads perfectly within the boundaries of a physical billboard.

The startup is led by CEO Juha Ruohonen who was a Partner at Conor Venture Partners and has had startup operational experience. BTW - he was educated at Turun kauppakorkeakoulu (Finnish is impossible for the non-Scandinavian).

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