RTL AdAlliance, the international sales house of RTL Group, has expanded its addressable TV offerings to include Eurosport 1. Starting May 2025, Eurosport 1, a sports channel operated by Warner Bros. Discovery, will be monetised by RTL AdAlliance. This provides simplified access for European buyers outside of Germany and US advertisers seeking to reach the German market.
The addressable TV format, SwitchIn XXL, will allow Eurosport to tailor viewing experiences for diverse audiences. Major events like Roland Garros (starting May 25th) are anticipated to draw significant viewership, creating strong advertising potential.
According to RTL AdAlliance, this collaboration strengthens their position in the addressable TV market and underscores their ongoing partnership with Warner Bros. Discovery, established in 2018. Beyond Eurosport, RTL AdAlliance also handles international sales for other Warner Bros. Discovery channels such as DMAX, HGTV, Tele 5, and TLC in Germany. Their offerings also include online video and digital inventory from the streaming service Discovery+.
“We’re pleased to further strengthen our partnership with Warner Bros. Discovery and Eurosport Germany. Addressable TV enables advertisers to apply data-driven strategies to reach specific audiences based on demographics, interests and viewing behaviours. Live sports present a particularly powerful environment: Fans are highly engaged and actively tuned in, making it the perfect moment for impactful, unmissable advertising that captures the audience’s interest,” said Stephen Byrne, VP Global Supply, RTL AdAlliance.
Matthias Heinze, SVP Commercial, Warner Bros. Discovery Germany, added: “With Roland Garros we have a guaranteed audience magnet in our line-up. Advertising during these events can significantly increase brand visibility. The Addressable TV format SwitchIn XXL, as highly attention-grabbing format, delivers relevant advertising messages with precision to the right audiences, enabling us to serve our clients perfectly. From now on advertisers are able to experiment with fresh and creative formats that resonate with viewers.”