Stadium, one of Scandinavia’s largest sports retailers, is taking a step forward in its ecommerce strategy by integrating Mirakl Ads, a retail media solution by Mirakl that is uniquely optimized for both first-party ecommerce and third-party marketplace assortments. Building on the success of the Stadium Marketplace powered by Mirakl, this new integration harnesses AI-driven personalization to enhance the shopping experience for consumers, boost brand visibility for advertisers, sellers, and its own brand, and generate additional revenue for operators through the monetization of online traffic.
Retail media continues to be a driving force for retailers globally, with spending projected to reach $170 billion by 20251 and 47.7 million dollars for Sweden alone according to Statista. For Stadium, the integration of Mirakl Ads enables them to capitalize on this trend, turning previously underutilized online traffic into a valuable revenue stream. This is achieved by monetizing that traffic through the sale of advertising spaces allowing Stadium and its brand partners to connect with consumers through targeted content. With Mirakl Ads, Stadium is pioneering retail media adoption in the Nordic sports sector, where this model is still emerging.
After being live for 3 months with the solution, Stadium is already strengthening its use of Mirakl Ads by expanding to Finland on top of Sweden and is planning to launch display ads in addition to sponsored products.
Launching retail media with Mirakl Ads is an important step in advancing our digital strategy. As a leader in our category, we see this as an opportunity to further enhance our marketplace by providing added value to our sellers, advertisers, and customers while also promoting our own products. Mirakl’s expertise and tailored solution have been helping us take this strategic leap, ensuring we’re well-positioned as the retail media landscape evolves.
– Marcus Lord, Retail Media Manager, Stadium
Through Mirakl Ads, Stadium is empowering both its first-party product teams and marketplace sellers with new ways to engage customers through AI-powered advertising. This self-service platform enables them to easily manage their ad campaigns, adjust their strategies in real-time, and optimize ad spend for better returns. The seamless integration of Mirakl Ads into Stadium’s marketplace creates a unified experience for both sellers and consumers. Stadium and sellers benefit from enhanced visibility, while consumers benefit from greater relevance.
In addition to empowering established brands, Mirakl Ads provides valuable opportunities for smaller, local businesses. This targeted advertising platform allows them to gain a competitive edge by connecting with new customer segments, perfectly complementing Stadium’s vast membership base and high online traffic.
Stadium’s adoption of Mirakl Ads highlights the power of retail media in driving e-commerce profitable growth. By choosing Mirakl Ads, Stadium opts for the only retail media solution maximizing revenue while preserving the customer experience by empowering brands to better connect with consumers through targeted, AI-driven advertising. In doing so, Stadium secures its competitive edge while delivering greater value across its entire ecosystem—sellers, advertisers, and consumers alike.
– Octavie Gosselin, VP, Mirakl Ads
With its long-term approach, Stadium aims to develop a strong retail media ecosystem that will generate substantial results in the coming years. By taking a thoughtful, strategic approach, the company is focused on cultivating lasting relationships with both global and emerging brands, laying the groundwork for continued success in the evolving retail media landscape.
