20 www.stadiaworld.com DIGITAL DISPLAYS REVOLUTION IN STADIUM MARKETING Long since par for the course abroad, revolutionary in Germany. The doors to new opportunities in stadium advertising are opening, thanks to the introduction of virtual board advertising. Stadiums and multi-function arenas offer a broad spectrum of marketing opportunities. Whether it’s naming rights, LED advertising boards, cam carpets or fascia boards: over the years more and more innovations have been developed, which offer clubs and operators new ways to generate profit. Recently also including virtual board advertising. 15 years ago experts in Germany already began working intensively on introducing virtual board advertising into Bundesliga stadiums. Various competitors recently carried out several test runs.While virtual board advertising has already gained a firm footing abroad, it is still in its infancy here. So it took until 26 February 2018 for virtual board advertising to have its premiere in the Bundesliga, at least under live test conditions. During the game between Borussia Dortmund and FC Augsburg in SIGNAL IDUNA PARK, for the first time in Germany an additional feed was broadcast – worldwide outside the DACH region – into the international regional markets.A little while later, in March 2018, the DFL Deutsche Fußball Liga (German Football League) finally issued authorisation for the use of the technology – several years later than in the case of the Primera División (2012), the MLB or even Formula 1. For those watching in the respective language area, the normal LED feed is still visible. Just like the fans themselves in the stadium, they don’t notice any direct change. In fact the existing stadium advertising boards can be adapted individually using digital overlays in the transmission signal. In this technology the normal transmission process of a match is modified using advertising board and camera technology, achieving a virtual multiplication of the advertising space.This means individually tailored advertising content can be transmitted to different target markets. Lagardère Sports Germany, for example, market four different feeds altogether throughout the world (see diagram). Targeted campaigns can be communicated in each of these markets, and the focus on brands and sponsors can be strengthened even more. RECORDS REVENUES IN THE LOWER SEVEN-DIGIT RANGE In the Bundesliga, Borussia Dortmund have long-term plans for using virtual board advertising. “To the best of my knowledge, we’re the only ones who have used virtual advertising on every match day at all our home games so far”, declares BVB CEO Carsten Cramer. In 2018 the club signed a contract with Picture: Lagardère Sports Germany GmbH
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