The Bundesliga and Bundesliga 2 stand for an authentic experience. Fans experience genuine emotions and unforgettable moments both in the stadium and during broadcasts by our media partners. They follow players who are credible role models. The DFL Group offers a Bundesliga experience for all generations – from those who immerse themselves in football for 90 minutes to those who grew up with smartphones and have different media consumption habits.

At the DFL Group, we are committed to utilising generative artificial intelligence (GenAI) to improve the creation and distribution of content and data about the Bundesliga and Bundesliga 2.

We are aware that the position of the Bundesliga and Bundesliga 2 in society puts the DFL Group in a position of great responsibility, especially at a time when fake news and artificially generated content pose a threat to democracy. We therefore ensure that our use of GenAI complies with legal regulations and follows our ethical principles.

Ethical principles

Transparency and accountability

In our pursuit of innovation, we recognise the importance of transparency and accountability when using GenAI. It is therefore important to us that the role of GenAI in creating and publishing content and data is recognisable within the legally required scope. We recognise that this requires continuous reflection, learning and adjustment. By adhering to high ethical standards, we make a positive contribution to society and build trust in GenAI-generated and -processed content and data.

Human oversight

While GenAI expands our capabilities, the final decisions on content and data generated entirely by GenAI will be overseen or edited by humans. This is how we ensure that our content and data account for different perspectives within the Bundesliga and Bundesliga 2 ecosystem and that journalistic integrity is maintained.

Role model

As the DFL Group, and through the DFL Foundation, we will take an active role in teaching young people in particular the media skills, scepticism and guidance they need to distinguish between ‘real’ and ‘fake’.

Fairness and non-discrimination

Our proprietary GenAI solutions will be designed to avoid bias where possible and appropriate, and ensure fair representation of all teams and players. We will make sure to use third-party GenAI solutions in accordance with applicable EU standards. To protect these, we will evaluate our GenAI solutions regularly, including the data sources used, to protect against unintentional bias that could affect created or edited content and data.

Privacy and data protection

We protect personal data in accordance with the applicable privacy and data protection laws and standards. We respect the personal rights and privacy of Bundesliga and Bundesliga 2 players as well as those of our users.

Reliability and security

The GenAI solutions we use meet high standards of reliability and security. We will monitor and test the solutions used continuously to avoid errors that could lead to the dissemination of misinformation or cause other damage.

Innovative and ethical development

To promote ethical GenAI, we will engage with experts and partners, participate in industry discussions, and contribute to research that advances ethical GenAI practices. We will share our experiences and adjust our practices as needed based on new insights and societal discourse.

Regular training

All DFL Group employees are trained on these ethical guidelines and their application to their specific tasks, especially those involved in the development, management and use of GenAI solutions.

Conclusion

At the DFL Group, we are convinced that we can utilise the opportunities offered by GenAI to improve content and data for the Bundesliga and Bundesliga 2, including their creation and distribution, while maintaining high ethical standards and respecting applicable laws. Through our Code, we aim to build trust and lead by example in the use of GenAI.