Sportradar AG (NASDAQ: SRAD), a leading global sports technology company, and aireal, the business transforming broadcast and digital audio into programmatically tradable media, have announced a strategic partnership designed to redefine sports advertising in the “relevance economy.”

As the countdown to the 2026 FIFA World Cup intensifies, brands are seeking more contextual, timely and emotionally aligned ways to engage sports fans. The collaboration enables advertisers to activate broadcast radio as a modern, data-driven channel, placing contextually aligned messaging in ad breaks close to key sports moments.

aireal’s contextual recognition technology detects when FM, DAB+ and streaming audio programming includes sports-related content such as live commentary, match previews and sports news. This makes traditionally linear audio inventory addressable and unlocks highly targeted, sports-relevant placements that can be purchased programmatically via Sportradar’s demand-side platform (DSP).

Sportradar enhances this capability by integrating proprietary “sports moments” signals—including goals, penalties and momentum shifts—into aireal’s sell-side platform and real-time ad insertion technology. Additionally, Sportradar’s GenAI-powered creative intelligence generates dynamic audio scripts based on team narratives, tournament developments and fan sentiment, allowing brands to align with high-impact emotional moments without disrupting live broadcasts.

The agreement further strengthens Sportradar’s end-to-end advertising ecosystem, which already includes a proprietary DSP and programmatic solutions across digital out-of-home (DOOH), display, video and audio formats such as podcasts. The company also provides paid social and paid search acquisition tools alongside a suite of retention products.

Ralf Ollig, VP Product Marketing and Advertising Services at Sportradar, emphasized the importance of audio within sports campaigns: “Audio is critical in any sports-focused advertising strategy. Radio remains a primary channel for match-day build-up, live commentary, commuting and fan gatherings. Consumption spikes during major sporting events 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 represents the next evolution of our sports moments-driven campaign approach.”

Markus Adomeit, Managing Director at aireal, added: “We are bringing automation and contextual intelligence to one of the world’s most trusted and far-reaching media channels. By working with Sportradar, advertisers can align audio campaigns with live sports programming and real-time sports signals at scale and with unmatched relevance.

“Broadcast radio continues to deliver powerful mass reach globally and consistently ranks among the most trusted advertising environments. This partnership enables brands to engage millions of listeners across international markets with strong brand safety and contextual precision.”