Bundesliga: virtual advertising for international broadcasts of German matches in 2018-19

The DFL has set up virtual advertising for the international broadcast of Bundesliga and 2.Bundesliga matches from the 2018-19 season, announced the German professional football league on 13/03/2018.

"The technology provider Supponor (UK), whose system allows specially certified LED advertising boards to be overlayed digitally, has become the first company to pass the DFL Deutsche Fußball Liga quality check," said the DFL. Supponor's DBRLive technology (Digital Billboard Replacement, for advertising on stadium signage) makes it possible to simultaneously create virtual and geographically-targeted advertisements for multiple TV streams. Supponor entered into a strategic cooperation agreement with Lagardère Sports, a subsidiary of Lagardère Sports & Entertainment and marketing agency of seven Bundesliga clubs and six 2.Bundesliga clubs in 2017-18.

"Meanwhile, test runs that have already taken place with other providers are continuing. The aim of the checks conducted by the DFL subsidiary Sportcast is to test whether the image quality and technical integration of the overlayed images…