www.stadiaworld.com 21 DIGITAL DISPLAYS their partners Lagardère and Supponor, at first for two years – “Could be we will extend this”, reveals Cramer. He says he is “very satisfied” with the system’s implementation so far and with the current situation. In his opinion both the strict quality regulations and the patience required have also been worth it. “The DFL have done everything right, because they assigned quality the highest priority. This prevented rash decisions being taken, as was the case in a lot of stadiums abroad. The key is: the hardware must be of a quality that can withstand all weathers and be technologically stable, in order to stand up to the adversities during the match”, explains Cramer. “The standard we are working with is very high and very good. Everything I’ve heard from our service providers and partners has been extremely positive. It is important to demonstrate high standards, and to put quality first. The hardware-based version currently fulfils all the criteria. It is a stable technology. Our partners are very satisfied, the images are good.We’re very happy with how things are right now.” Cramer is also happy with the business aspect.“The business plan exceeded our expectations of success in the first year – we recorded revenues in the lower seven-digit range”, he says, while emphasising the positive effects of internationalisation: “But it is also significant that we have won over companies that had never placed their advertising with BVB before.” Opinions differ among experts regarding the actual revenue potentials. The market research institute Nielsen Sports calculated an accumulated marketing potential of 60 million euros for the 18 Bundesliga clubs, which Lasse Wolter (Lagardère) sees as “somewhat unrealistic”, however. Also because of various unknowns: “Various factors come into play in marketing virtual advertising: on the one hand, decisive factors are the Bundesliga distribution channels, the number and selection of live matches in the respective target markets and the respective reach, and on the other hand, the international prestige and attractiveness of the respective club brand”, confirms Wolter. Borussia Dortmund will definitely continue to employ this technology, at least until the end of the contract period. “We want to develop this further – we’re really having fun with it”, says Cramer. “Virtual advertising is going down very well with our partners, but also with our fans abroad. As far as revenue potentials are concerned, virtual board advertising is an absolute growth area.” Source: Lagardère Sports Germany GmbH Americas including North,Middle,SouthAmerica Europe ( excluding the DACH region),Middle East andAfrica SouthAsia including e.g. India,China,Korea SoutheastAsia + Japan including e.g.Thailand,Vietnam,Malaysia 1 3 4 2
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