Emerging Tech, Data & Media

Report: Borussia Dortmund set to trial virtual advertising

Technology exposes relevant branding to TV audiences in different countries.

by Sam Carp

Report: Borussia Dortmund set to trial virtual advertising

German soccer giants Borussia Dortmund will carry out the Bundesliga’s first live test of virtual advertising during their home fixture against FC Augsburg on Monday, according to Sportcal.

The system will be provided by sports media and technology company Supponor and LED screen and signage experts the ADI Group, who will roll out their virtual hybrid perimeter LED technology during the game at Dortmund’s Westfalenstadion.

Sportcal added that the match will be attended by a number of Bundesliga sponsors and officials to showcase the technology. If the test is successful, it could lead to an official partnership between Supponor, ADI and the German Football League (DFL).

Supponor’s DBRLive technology has already been rolled out in Spain’s La Liga and Serie A in Italy. It allows dedicated billboard advertising to be shown to television audiences in different countries, creating an additional revenue stream for clubs like Dortmund, who have a number of regional partnerships in place around the world.

Implementing the technology had previously been delayed in Germany because it could only be used on static advertising boards rather than LED boards, which are far more commonplace in the Bundesliga. 

Supponor and ADI have already been working with the DFL and its production subsidiary Sportcast on a series of pre-live game trials, the first of which took place during an Eintracht Frankfurt fixture. The two companies have also been in close contact with the Lagardère Sports and Entertainment agency, which has partnerships with a number of Bundesliga clubs with the aim of developing new sponsorship concepts.  

Dortmund sit second in the Bundesliga, a daunting 20 points behind table-topping Bayern Munich. A win over Augsburg will see them move three points clear of Schalke, who they currently lead only by virtue of goal difference.