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Updated: Feb 16

European League of Football (ELF) becomes our new partner.

Footballers celebrating

Hamburg, May 5, 2022. The European League of Football (ELF), founded in 2021, will also market its LED perimeter inventory via the GIPEDO platform from this season (started on June 5th). The partnership was decided by GIPEDO together with the ELF marketing agency morethansports. The ELF offer includes all live games shown on free TV (Pro7Maxx) in Germany. This means that advertisers not only have easy access to TV perimeter advertising for the 1st and 2nd Bundesliga via GIPEDO (, but can also place their campaigns in the fast-growing TV sport in Germany. Since it was founded in 2021, ELF has been navigating innovative paths with a franchise system in building the largest European league for American football. The use of the GIPEDO marketplace is another building block for rethinking marketing right from the start out. The platform enables attractive media inventory to be sold on a matchday basis through a high degree of data-driven automation.

ELF cooperation opens up league-wide opportunities for advertisers

The cooperation with the ELF is the first strategic step to expand the GIPEDO offering in professional sports aside from football.

Lars Gantenberg (Co-Founder of GIPEDO):

"Our data-driven platform simplifies the complex matchday marketing of their media inventory of free TV games for ELF. We open up high media reach for advertisers and their campaigns in the context of an up-and-coming TV sport with its young audience. The European League of Football complements GIPEDOs existing offerings in football, ensuring advertiser opportunities throughout the year. We are very excited to have gained an important partner in European professional sports for our platform with the ELF."

Advertisers can now also find selected matches of the ELF in the DACH region that can be viewed on free TV on the GIPEDO platform. All availabilities, coverage, and prices of bookable advertising space are clearly listed. GIPEDO makes it easier for its advertising partners to compare with other forms of advertising as part of their campaign planning and digitization of the booking process.

For GIPEDO, the cooperation with the ELF means a new cooperation model

In professional football GIPEDO already simplifies the complex matchday-based commercialization of TV advertising space for clubs and marketers by automating the processes. The ELF uses GIPEDO for the complete commercialization of a league season. At the Start, 7 of the 14 season matches within the DACH region can be booked via GIPEDO.

Zeljko Karajica (CEO and co-Founder of the ELF):

"We are extremely convinced that GIPEDO’s data-driven approach to managing matchday advertising complements our sponsorship strategy. Together with the GIPEDO team we will break new ground in sports commercialization and develop specific software solutions for our processes."

About the ELF

The European League of Football was founded in 2020 by Patrick Esume, Commissioner, and Zeljko Karajica, CEO. The league started in June 2021. After a strong first season with eight teams and two conferences, the final took place in Düsseldorf's MERKUR SPIEL Arena in front of 22,000 fans. At its peak, more than 500,000 fans followed the match on Pro7Maxx via Free TV. All games of the season and the final were broadcast in several countries. The new season starts in June 2022 with 12 teams in three conferences.


GIPEDO, a tech startup founded by Lars Gantenberg and Dr. Matthias Rettenmeier, started with its first product, the GIPEDO marketplace and TV perimeter advertising in the 1st and 2nd Bundesliga in January 2022. It solves two sports marketing problems. Advertisers can use the data-driven GIPEDO platform ( to find easy access to the wide-ranging and emotional world of sport, which was previously only possible inflexibly and with long term contracts. This works with the help of data-driven assistants and digital booking processes without a minimum budget and minimum running time , as it is usual with classic sponsorship packages. The GIPEDO marketplace enables clubs to carry out complex matchday commercialization of their media inventory through a high degree of data-driven automation. The platform manages all this without complex processes and time-consuming procedures. The data-driven and automated solution makes the complex administration and costly distribution of matchday inventory easy and therefore attractive. In addition, the Hamburg tech startup GIPEDO has already developed flexible cloud solutions for the sports advertising market of the future. Using the GIPEDO software works intuitively and makes things easier for both partners.

About the GIPEDO-founders

In 2018, after 10 years in sports marketing, Lars Gantenberg switched from SPORTFIVE to the football portal Transfermarkt, a subsidiary of Axel Springer SE. As managing director, he was responsible for the areas of marketing, sales, strategy and finance. Since then, he had decisively driven the internationalization and global growth of the football portal. He already had the idea for GIPEDO during his Global Executive MBA program at the eada Business School Barcelona and the HHL Leipzig Graduate School of Management.
Dr Matthias Rettenmeier has been developing data-driven software products for more than 15 years. It all started with data compression at the Fraunhofer Institute (SCAI). Joining the start-up Metrigo brought him to Hamburg. There he developed the technology for determining the bid prices for real-time advertising auctions. When Metrigo was taken over by Zalando in 2014, he worked there as Chief Data Scientist for the Zalando subsidiary ZMS. After successfully completing the integration, the time was rife/right for something new. And that is GIPEDO.


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