German top-tier soccer club, RB Leipzig, has announced a partnership with TGI Sport to introduce virtual perimeter advertising from the 2025-26 season. This innovative move will allow advertising messages shown during Leipzig’s international Bundesliga broadcasts to be adapted to regional target audiences.
Virtual advertising is a game-changer in the sports industry. It allows clubs like RB Leipzig and the other 18 Bundesliga teams to offer their sponsors region-specific advertising opportunities. This is achieved by creating localized broadcast feeds with different advertisements for international audiences.
The technology requires no additional technical effort within the stadium as it uses a software-based, automated solution. For fans in the stadium and German TV viewers, perimeter advertising at Red Bull Arena will remain unchanged. However, digital overlays on international broadcast feeds will enable content tailoring specific to various international markets.
Matthias Reichwald, RB Leipzig chief commercial officer, said:
“With virtual perimeter advertising, we can better meet the growing international interest in RB Leipzig. At the same time, we are creating tailored, flexible opportunities for international marketing, both for existing partners and for new ones. We are also helping to strengthen the Bundesliga’s presence in global markets.”
Evolution of virtual advertising
The Bundesliga first approved virtual advertising use in 2018 and since then it has been gaining traction among clubs and advertisers alike. According to Matthias Reichwald, RB Leipzig's chief commercial officer, this technology "strengthens our global sponsor communications and unlocks new potential in international marketing."
Last year saw significant developments when TGI Sport acquired UK virtual advertising firm Supponor to strengthen its offering in this space. Supponor is one of two software-based solutions approved for use in the Bundesliga alongside Swiss firm uniqFEED’s AdApt software.
uniqFEED received league-wide approval from DFL German soccer body last month allowing them to deploy their AI-powered virtual advertisement technology across all Bundesliga matches providing competition for TGI Sport. Supponor was granted league-wide approval by DFL back in 2022 with Borussia Dortmund being the first team deploying it followed by Bayern Munich.
Expanding operations
TGI Sport continues its expansion into new territories after recently acquiring Liechtenstein-based sports management agency, Sporteo. This acquisition further strengthens TGI Sport's presence in the DACH region (Germany, Austria, and Switzerland).
Sporteo's services include sports sponsorship and marketing, sports technology, LED advertising, and integrated sports communications. This move is expected to enhance TGI Sport’s capabilities in delivering cutting-edge virtual advertising solutions.
The partnership between RB Leipzig and TGI Sport marks a significant step forward in the use of technology for targeted advertising within the sporting industry. As more clubs adopt this approach, fans can expect a more personalized viewing experience while sponsors gain access to specific regional markets. The future of sports advertising is here with virtual perimeter advertisements leading the charge.
