For more than two decades Supponor has built a robust and innovative company that in 2021 launched Supponor AIR®, a fully software-based technology platform that relies on leading-edge Artificial Intelligence and Machine Learning approaches to deliver authentic virtual placement or replacement advertising into live sport. Supponor’s virtual advertising solutions have been trusted by rights holders at thousands of top-tier events in sports and leagues across football, hockey, motorsport, basketball, rugby, and a host of other top sports.

The Hogan Lovells team that represented certain shareholders of Supponor was led by London-based Private Equity partner Simon Grimshaw with support from senior associate Russell Clay and associate Anjeli Sivakumar.

Additional support was provided by partner Fiona Bantock, counsel Tom Eyre Brook and associate Ellie Pardy on tax aspects; partner Katie McConnell and senior associate Ian Moss on intellectual property aspects; partner Jo Robinson, senior associate Danielle O’Hare and associate Catriona Deery on banking and loan finance aspects; and partner Ivan Shiu on commercial litigation aspects.

Commenting on the deal, partner Simon Grimshaw said: “We are delighted for Supponor on this successful sale which will see Supponor into its next stage of growth. This transaction is a great example of our teams working together and in particular the strength of our London private equity practice.“