RB Leipzig: introduction of location-based advertising for international broadcasts from 2025-26

RB Leipzig (Bundesliga) will introduce location-based advertising technology for the international broadcast of their matches from the 2025-26 season, announced the club on 04/07/2025.

The initiative will create "new opportunities for partners," said the club, adding that the "technology allows advertising messages shown during RB Leipzig's international Bundesliga broadcasts to be flexibly adapted to regional target audiences." This decision was made following the DFL's approval of the virtual perimeter advertising solution proposed by the Swiss company uniqFEED for use in the international broadcasting of Bundesliga matches, on 04/06/2025.

"For fans in the stadium and for German TV viewers, the perimeter advertising will remain unchanged. However, in the international broadcast feed, digital overlays will enable the content to be tailored to specific international markets. This allows RB Leipzig's partners to customise their campaigns regionally and communicate with their audiences in the relevant language," added the club. The roll-out will cover the first row of panels and cam…