The German company responsible for the trackside branding seen at every Formula 1 race since 2014 has been acquired by global live events group LIVE·TEAM.
Sport Signage, headquartered in Amberg, has been F1’s official signage provider for over a decade.
Its work encompasses everything fans see around a circuit on a race weekend – static and digital trackside boards, ground paintings, LED podium structures, pit lane branding and the start-finish bridge graphics that frame the sport’s most watched moments.
The business was responsible for introducing projection mapping to F1 for the first time, deploying it on the Bahrain podium in 2023.
LIVE·TEAM, which is part of THE·TEAM – a global sport, entertainment and music company operating across 28 countries and more than 70 cities – announced the acquisition on Wednesday.
Sport Signage will continue to operate under its existing brand, led by Chief Executive Officer Bernd Wagner, and will retain its offices in Germany, the UK, Bahrain, Singapore and Mexico.
“We’ve been working increasingly closely with Sport Signage over the last couple of years and we’re delighted to be cementing that relationship with this investment in the business,” said Alastair Bewick, Group Managing Director of LIVE·TEAM.
“Our combined expertise, international infrastructure and capabilities will create an expanded and unique service platform.”
For Sport Signage, the acquisition unlocks access to LIVE·TEAM’s production and logistics facilities in the US, the UK, Germany, Dubai, Saudi Arabia and Australia.
The deal is also expected to reduce freight costs and transport miles, an increasingly important consideration as F1 continues to develop its sustainability commitments.
“We will continue to service our clients as we always have but with the backing of LIVE·TEAM, we can now act like a truly international company and take advantage of a much greater resource base and footprint,” said Wagner.
