Bundesliga: new location-based advertising technology tested by Bayer Leverkusen

Bayer 04 Leverkusen is the first Bundesliga club to receive permission from the Deutsche Fußball Liga to experiment with "parallel ads", a location-based advertising technology developed by the sports infrastructure, technology and media rights company TGI Sport, announced the club on 07/03/2024.

The technology "works with image frequencies used in TV production. At defined intervals, the TV cameras record different images from the LED perimeter screens at the BayArena (Leverkusen, GER)," explained the club. The various adverts are therefore broadcast in real time and simultaneously in the stadium without the need for an overlay (a technology that allows sponsors other than those visible in the stadium to be displayed virtually during sports broadcasts). The technology makes it possible to achieve "a very high quality of advertising."

Bayer Leverkusen will be marketing the infield advertising space at the BayArena in two streams: one dedicated to the DACH area, and the other aimed at international markets. The German club has already signed an initial agreement for the broadcast of…