RTL AdAlliance, the international sales house of RTL Group, is adding Eurosport 1 to its addressable TV offering.
Since the beginning of May 2025, Eurosport 1, the sports channel operated by Warner Bros. Discovery, is being monetised by RTL AdAlliance with simplified access for European buyers outside of Germany and US advertisers and agencies wanting to reach the local market.
With the addressable TV format SwitchIn XXL, Eurosport will ensure a customised viewing experience for different audiences. Major sporting events such as Roland Garros (since 25 May) are expected to draw large audiences and enable strong performance for advertisers worldwide.
According to RTL Ad Alliance, this collaboration reinforces the company’s position as a leading sales house in the addressable TV space and marks its ongoing and strong partnership with Warner Bros. Discovery established in 2018. In addition to Eurosport, RTL AdAlliance also markets further Warner Bros. Discovery TV channels such as DMAX, HGTV, Tele 5, and TLC in Germany for international sales. The company’s offering further includes online video inventory and digital inventory from 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.”
