Sportradar has continued to expand its advertising capabilities after agreeing to a new partnership with aireal, a German-based audio advertising business.

Through the collaboration, Sportradar will work alongside aireal to enable programmatic advertising around live sports content across both broadcast and digital radio – including commentary, match previews and sports news.

With the 2026 FIFA World Cup only a few months away, this new partnership will mean that Sportradar – on behalf of its partners – can drive increased engagement with new demographics of sports fans by tapping into the world of broadcast radio.

aireal’s technology identifies sports-related audio programming across FM, DAB+ and streaming radio, while Sportradar contributes real-time sports data signals such as goals, penalties and momentum shifts.

These signals enable advertisers to place ads in upcoming commercial breaks aligned with key moments in sporting events, rather than relying on pre-scheduled radio inventory.

“Audio is critical in any sports-focused advertising campaign as brands need scalable channels that keep them connected to sports moments throughout the day,” said Ralf Ollig, Sportradar’s VP Product Marketing and Advertising Services.

“We know that radio is a primary channel for match-day build-up, commentary, travel-time listening and fan gatherings and radio consumption surges during major sports cycles such as the FIFA World Cup, Euros, Bundesliga, winter sports and cycling. 

“Our partnership with aireal turns broadcast radio into a digitally activated, programmatic channel and is the next evolution in our sporting moments approach to campaign planning and execution.”

Sportradar will activate the inventory through its demand-side platform, allowing brands to purchase targeted audio advertising programmatically. The system also uses automated creative tools to generate audio scripts tailored to specific teams, tournaments or match developments.

The business is partnered with global sporting organisations including the ATP, NBA, MLS, PGA TOUR, UEFA and FIFA, and recently teamed up with UK giant Betfred to upgrade its retail platform technology.

Meanwhile, aireal was founded in 2023 by German entrepreneur Markus Adomeit. It has previously collaborated with brands including Virtual Minds and Mediaplus Austria.

Adomeit said: “We’re bringing automation and contextual intelligence to one of the most important media channels. 

“Working with Sportradar allows advertisers to align their audio campaigns with sports programming and sports signals in a way that’s scalable and relevance driven.

“Broadcast radio remains one of the strongest mass-reach media channels worldwide.  Radio has high trust levels and is repeatedly ranked as one of the most credible advertising channels, meaning this partnership enables advertisers to reach millions of listeners across international markets with unparalleled brand safety.”