The Telekom Cup, a pre-season exhibition soccer tournament in Germany, will feature the first virtual pitchside advertising at a sports event in Germany in a tie-up between telecoms giant Deutsche Telekom, the Sportfive agency and Supponor, the UK-based sports media and technology company.

The four-team tournament at Borussia Park in Mönchengladbach on Sunday will offer virtual advertising on the second row of pitchside boards and with five additional broadcast signals to be provided in different markets around the world.

Supponor’s DBRLive technology enables dedicated billboard advertising to be shown to television audiences in different countries, generating extra revenues for rights-holders.

The 2015 Telekom Cup will feature Bayern Munich, FC Augsburg, Hamburg and hosts Borussia Mönchengladbach.

Philipp Hasenbein, managing director at Sportfive Germany, which sells the sponsorship and international broadcast rights to the Telekom Cup, said: “Thanks to virtual pitchside advertising sponsors can make their communications campaigns even more specifically targeted.

“We are perfectly positioned within the Lagardère Unlimited network to implement this form of pitchside advertising for international clients.”

Supponor’s technology is established within Italy’s Serie A and Spain’s La Liga and talks have been held in the last year about a major push into the Bundesliga. Take-up of the technology had been held up in Germany as it could only be superimposed on static advertising boards and not on LED boards, which are used widely in the Bundesliga (and England’s Premier League).