Emerging Tech, Data & Media

Bundesliga’s virtual advertising to be delivered by ADI

Lagardère Sports Germany selects company to supply LED boards for new initiative.

by Sam Carp

Bundesliga’s virtual advertising to be delivered by ADI

Lagardère Sports Germany has selected LED screen and signage experts ADI to deliver virtual advertising for the Bundesliga, the top flight of soccer in Germany.

Under the terms of the deal, ADI will supply its virtual hybrid LED boards, which integrate technology company Supponor’s virtual advertising augmented reality platform.

The German Football League (DFL) gave the green light earlier this month for virtual advertising to be used in the Bundesliga after a successful trial in February, which ADI was also involved with. Lagardère said ADI’s LED signage system went through three rounds of extensive tests at separate Bundesliga matches, culminating in February’s fixture between Borussia Dortmund and FC Augsburg.

Virtual advertising allows different brand adverts to be delivered to specific viewing territories by virtually replacing the LED content seen on the perimeter boards, ultimately enabling clubs to increase revenues from global partnerships.

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.

Philipp Hasenbein, managing director of Lagardère Sports in Germany, said: “We are delighted that we have been able to further develop the use of virtual advertising technology with our strategic partners, Supponor and ADI, in order to meet the very high quality standards of the DFL.

“We are convinced that the use of virtual perimeter advertising will provide an enormous boost to the entire Bundesliga’s internationalisation efforts. As an international marketing agency, the technology enables us to create added value for both rights holders and sponsors. We chose virtual hybrid digiboard because it is the only virtual replacement LED system we’ve seen that delivers on reliability, functionality, and broadcast quality.”

“We’ve supplied LED solutions to Lagardère Sports in the UK for many years and we’re excited to be extending that relationship into Germany,” added ADI chief executive Geraint Williams. “The DFL have proven themselves to be really progressive in their approval of our virtual hybrid LED technology and we’re excited to be supporting Lagardère Sports in their roll out.”