uniqFEED receives league-wide approval for the use of virtual advertising in the Bundesliga
4 June 2025 – As part of a comprehensive series of tests conducted by the DFL and Sportcast as host broadcaster, the software-based system from uniqFEED successfully met the requirements for use in the Bundesliga. After test runs during several Bundesliga broadcasts from various stadiums (the video shows images from the test during a home game of Borussia Mönchengladbach), the system for virtual overlay of the first row of advertising boards and the cam carpets has now been approved for league-wide use in the Bundesliga for international live broadcasts. This provides all clubs wishing to use virtual advertising with another technical solution to specifically increase the international visibility of their partners.
Targeted approach for international markets
The use of virtual advertising in the Bundesliga enables clubs to tailor their perimeter advertising to different international markets – software-based, automated and without additional technical effort in the stadium. With the help of software-based systems, the visible perimeter image can be virtually overlaid in real time and adapted to specific markets in the international broadcast signal (world feed). This allows the five international feeds produced by the DFL for each match to be distributed with regionally differentiated advertising content – for North America, Central and South America, Europe/Middle East/Africa, Central Asia, Southeast Asia and Oceania. This innovative technology, which is used in close cooperation between clubs, Sportcast and the DFL, strengthens the Bundesliga clubs’ international sponsorship appeal and opens up new potential in global marketing.
Alternative technology: parallel advertising
In addition to digital cross-fading, there is a second way to show different advertising partners on LED boards in the international TV signal. Parallel Ads technology works with the frame rates of TV production. At defined intervals, the TV cameras capture different images of the LED boards. While stadium visitors and viewers on TV screens in the DACH region do not notice any change, the image on the LED boards can be adjusted for international viewers using the new technology in the international broadcast signal. Bayer 04 Leverkusen has been using the technology in the BayArena since the 2023-24 season.