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Bundesliga green lights use of virtual advertising

Will be in place for first and second division matches for 2018/19 season

The Deutsche Football Liga has approved the use of virtual advertising in Bundesliga matches after successful testing last month.

The technology, produced by Supponor and Lagardère Sports, was trialled at a game between Borussia Dortmund and FC Augsburg on 26th February, with an additional world feed outside the German-speaking area broadcast live for the first time in international markets.

The Supponor technology allows special LED advertising boards to be overlayed digitally in the broadcast feed by different adverts.

The DFL says clubs will be allowed to “use approved systems in conjunction with DFL where they consider this to be appropriate.”

The system will be available for all of the 36 Bundesliga and Bundesliga 2 clubs with plans in place for issuing a set of guidelines for the system’s operation.

Philipp Hasenbein, managing director of Lagardère Sports Germany, said, “The virtual advertising breakthrough has supposedly been imminent for more than 15 years now. We are therefore delighted that we have been able to further develop the technology together with our strategic partners Supponor and ADI in order to ensure that it meets 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 international efforts.”