F1 Track Signage Supplier Acquired by Leading Sports Marketing Firm LIVE·TEAM
On June 10, U.S. large-scale sports entertainment agency and marketing firm LIVE·TEAM announced the acquisition of German signage company Sport Signage. Specific terms of the deal were not disclosed.
Sport Signage is an FIA-accredited supplier that has been responsible for brand signage at every F1 race since 2014, including: static and digital trackside billboards, ground graphics, LED podium structures, pit lane branding, start/finish line gantries, and more. The company also introduced projection mapping technology to F1 for the first time, deploying it on the podium at the 2023 Bahrain Grand Prix.
During this year's F1 Chinese Grand Prix, all brand signage, ground paintings, podium, cooling room, and other visual elements at the Shanghai International Circuit were created by Sport Signage.
Above: Track signage and cooling room at the Shanghai International Circuit
Sport Signage is headquartered in Amberg, Bavaria, Germany, and was founded in 2011 by Bernd Wagner. Bernd Wagner is also the third-generation head of the Bavarian logistics company Wagner Spedition, which has been collaborating with F1 since 1964, providing transport and logistics support for the events. Today, the company's logistics expertise directly supports Sport Signage's global signage, equipment transport, and on-site installation needs.
Currently, Sport Signage has offices in its headquarters Amberg, Oxford (UK), Mexico City, Las Vegas (USA), Malaysia, Bahrain, and Singapore.
Above: Ground graphics at the F1 Miami Grand Prix
Beyond F1, Sport Signage has also expanded into other sports events: in 2023, it handled the advertising signage for the Super Bowl.
The acquirer, LIVE·TEAM, is part of the globally renowned entertainment and sports marketing group THE·TEAM, serving as the group's business unit focused on live events. THE·TEAM was founded in 2002 by Casey Wasserman and was originally named Wasserman Media Group. The group covers baseball, basketball, football, golf, Olympics, music, entertainment, and more, specializing in agency, marketing, sponsorship, digital marketing, live events, and media rights for athletes, artists, creators, brands, and events.
LPGA world No. 1 Nelly Korda, basketball player Alex Caruso, and baseball player Adley Rutschman are among the athletes represented by THE·TEAM.
Following the transaction, Sport Signage will have direct access to LIVE·TEAM's production and logistics facilities in the U.S., UK, Germany, Dubai, Saudi Arabia, and Australia, as well as THE·TEAM's broader network covering 28 countries and over 70 cities. LIVE·TEAM will further expand its presence in motorsports.
| Sources: Official press release, THE·TEAM Group, Sport Signage official website, otv.de
| Image source: Sport Signage official Instagram