Bundesliga giants Borussia Dortmund have announced that it has partnered with Lagardère Sports in a two-year deal for the virtual advertising technology in the home league matches during the 2018-19 season.
With this move, the eight-time German Champion will become the first football club around the globe to use the innovative virtual advertising technology at all 17 home matches of the upcoming 2018/19 Bundesliga season.
Lagardère Sports, the exclusive comprehensive marketing partner of the BVB, will look after the overall implementation and global marketing of the technology, which has been licensed by the sports rights agency, for the next two seasons.
Carsten Cramer, BVB Managing Director for Sales & Marketing, said, “It is important for us to constantly develop our platform for our partners and to embrace innovations, which make sense for and fit to Borussia Dortmund. Especially with regard to the internationalization of our club, Virtual Advertising offers enormous possibilities as it enables our regional partners individual ways to appear around BVB’s matches.”
Philipp Hasenbein, Managing Director of Lagardère Sports Germany and President of European Football of Lagardère Sports, added “This cooperation with the BVB marks another milestone, both for virtual advertising as such and for Borussia Dortmund and us. We are delighted that we are now implementing this groundbreaking innovation on a grand scale and in the long term, together with our long-standing partner Dortmund.”
“The club and we have always had the same innovative mentality and that’s why it’s so wonderful that we are now setting a joint example for the further internationalization of the Bundesliga and thereby creating decisive digital added value and global growth opportunities for the Borussia”.
The virtual advertising perimeter technology, developed with the service providers Supponor and ADI, is fully integrated with the regular broadcast of a match using perimeter boards and optics technology. The result of this is that the advertising space is multiplied virtually, through the creation of broadcast standard virtual overlays of the physical perimeter boards.
Whilst audiences in Germany will not experience any difference in the stadium or on screen, different brands can occupy the same space on the existing perimeter boards and advertise to different markets via the TV broadcast. In March 2018, the German Football League (DFL) officially approved the technology used by Lagardère Sports.
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