German soccer side team up with Lagardère to implement technology at all home games.

German soccer giants Borussia Dortmund have announced that they will use virtual advertising technology at all 17 of their home matches during the upcoming 2018/19 Bundesliga season.

Dortmund claim that the move will make them the first soccer team worldwide to use the technology, which is being licensed by Lagardère Sports after being developed by Supponor.

The virtual advertising deal between Dortmund and Lagardère covers the next two seasons, although the two parties have an existing marketing partnership which runs until the end of the 2025/26 campaign.

“It is important for us to constantly develop our platform for our partners and to embrace innovations, which make sense for and fit to Borussia Dortmund,” said Carsten Cramer, Dortmund’s managing director of sales and marketing. “Especially with regard to the internationalisation of our club, virtual advertising offers enormous possibilities as it enables our regional partners individual ways to appear around BVB’s matches.”

“This cooperation with the BVB marks another milestone, both for virtual advertising as such and for Borussia Dortmund and us,” added Philipp Hasenbein, managing director of Lagardère Sports Germany and president of European football at Lagardère Sports. “We are delighted that we are now implementing this ground-breaking innovation on a grand scale and in the long term, together with our long-standing partner Dortmund.”

The move comes after the Bundesliga approved the use of virtual advertising technology in March this year after the system was trialled during a game between Dortmund and FC Augsburg.

The technology, which is developed by Supponor and ADI, leverages additional advertising space through the creation of broadcast standard virtual overlays of physical perimeter boards. This allows different brands to occupy the same space on existing boards and advertise to different markets, opening up potential new revenue streams for clubs looking to partner with companies in different regions.

This means that the advertising seen on pitchside LED boards during the live broadcast will be different in targeted territories to what is on display to fans in Dortmund’s Westfalenstadion and across domestic broadcast coverage.

The system will be on show for the first time during Dortmund’s season-opener at home to RB Leipzig on 26th August.