Qvest partners with Trade4Sports to enable automated and digitalised marketing of advertising spaces in sport 

Nicholas von Brauchitsch and Frederic Komp

Qvest and Trade4Sports have established a strategic partnership to create new marketing solutions in the sports and entertainment sector. As part of this collaboration, Qvest Group is acquiring a 33% stake in Trade4Sports GmbH.

As a provider of content advertising technologies, Trade4Sports specialises in real-time digitalised marketing solutions for the sports and entertainment sector. The company has established T4S Desk & SSP, a booking platform for media agencies and advertising clients, and T4S Marketing Cloud, an online-based inventory and playout system for rights holders.

T4S Desk & SSP serves as the digital bridge between rights holders and media agencies. Thanks to standardised preparation with media planners, LED screens – called Digital Sport Screens – can be selected for the first time in classic media planning via the T4S SSP service and booked automatically via self-service using T4S Desk. This programmatic and intuitive ad-tech solution can be used at a national and international level to extend media campaigns that use digital advertising spaces in the sports and entertainment sector.

As an all-in-one solution, T4S Marketing Cloud covers all requirements from digital marketing to delivery and bundles the technology expertise of Trade4Sports and Qvest. The SaaS solution is said to give clubs and rights holders a convenient, automated and cloud-based way of managing their advertising spaces, such as LED boards at the sidelines or other virtual or physical displays in the stadium. The inventory management function digitises and standardises the marketing processes. The delivery of advertising media is simplified thanks to integrated asset management. Assets can be controlled, modified and delivered in real-time via a cloud-based multichannel playout system.

Peter Nöthen, CEO of Qvest and advisor at Trade4Sports, said: “Our Qvest teams perform in all areas of the technological value chain, especially in the digitisation of complex processes. With our products and solutions, we are increasingly focusing on scalable, cloud-based technologies and have expanded this expertise specifically for our customers. Through the partnership with Trade4Sports, we are jointly developing the highly interesting field of programmatic sports marketing. Qvest’s technology expertise will enable a high innovation potential here. For the internationalisation of Trade4Sports services, we also have relevant market access, so global Qvest locations can serve as client hubs.”

Nicholas von Brauchitsch, CEO and founder of Trade4Sports, said: “We are very pleased to have found a strategic partner in Qvest, which is keen to develop sports marketing to a new level together with us. Qvest’s technical expertise and Trade4Sports’ many years of experience in advertising marketing and digital product management form a great basis.”

Frederic Komp, managing director and founder of Trade4Sports, added: “Together, we can provide the right and necessary technology for increasingly digitalised, national and international marketing in the sports and entertainment market. Our ad server for sports will also open up new opportunities and budgets especially for the future market of virtual advertising.”

An end-to-end solution from Trade4Sports and Qvest with T4S Desk and T4S Marketing Cloud on digital sport screens will be operating live as early as the upcoming 2022-23 Bundesliga season.


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