BUNDESLIGA
VIRTUAL TECHNOLOGY HELPS TOP-FLIGHT BUNDESLIGA CLUBS ACHIEVE GLOBAL AMBITIONS
Aim:
While digital perimeter is seen as crucial in activating brands and driving revenue for rights-owners, the advent of virtual replacement technology allows greater precision of targeted advertising to specific broadcast territories.
Working with Augmented Reality specialists Supponor, ADI launched a Virtual Hybrid digiBOARD LED system, making it possible to digitally replace the perimeter content seen by fans watching in different countries.
Services:
Content Creation
Logistics
Operation and Content Play-out
Project Management
Virtual Hybrid digiBOARD
Service and Maintenance
Germany
Bundesliga Deployment
With the cutting-edge tech approved by the DFL, some of the biggest teams in the Bundesliga were keen to utilise this innovative solution as part of wider global commercialisation strategies.
Borussia Dortmund were the first in the Bundesliga to adopt virtual hybrid digiBOARD, with Sportfive commercialising the technology by selling ‘virtual’ media inventory across specific broadcast markets. Modified feeds are delivered to the US, China, Thailand, Japan and the EMEA region, while audiences watching in Germany, Austria and Switzerland receive an unmodified feed featuring traditional, ‘visible’ LED content.
Enhanced Revenue
When Virtual Hybrid digiBOARD was launched in 2018, business intelligence analysts Nielsen predicted a 7% up-lift in advertising revenue for Bundesliga clubs. Three years on, the use of this innovative perimeter solution has grown significantly, with ADI working with Sportfive and Supponor in its deployment to achieve enhanced revenue across the league.
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"This technology enables brands and rights-holders to create real, additional value.
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."
Philipp Hasenbein, COO, Sportfive
Outcome:
Virtual Hybrid digiBOARD not only appears at all Borussia Dortmund home games, but fixtures for FC Bayern, Hertha Berlin, Frankfurt and Augsburg, and during must-watch tournaments including the DFL Supercup. This totals over 40 matches per season across the Bundesliga, and more than 50 brands have taken the opportunity for targeted communication in international broadcast markets.