Adi To Deliver Bundesliga Virtual Advertising

Lagardère Sports Germany has agreed a partnership with LED screen and signage experts ADI to deliver virtual advertising for the Bundesliga.

In a global first for virtual LED perimeter opportunities, ADI will supply its new Virtual Hybrid LED boards, which integrate Supponor’s virtual advertising augmented reality platform. The system makes it possible to deliver different brand adverts into individual viewing territories by virtually replacing the LED content seen on the perimeter system.

The German Football League officially approved the use of the system earlier this month, following successful trials in February. The LED signage system went through three rounds of tests at separate Bundesliga matches, culminating in February’s fixture between Borussia Dortmund and FC Augsburg.

Philipp Hasenbein, managing director of Lagardère Sports in Germany, said: “We are delighted that we have been able to further develop the use of virtual advertising technology with our strategic partners, Supponor and ADI, in order to meet the very high quality standards of the DFL.

ADI CEO, Geraint Williams added: “We’ve supplied LED solutions to Lagardère Sports in the UK for many years and we’re excited to be extending that relationship into Germany. The DFL have proven themselves to be really progressive in their approval of our Virtual Hybrid LED technology and we’re excited to be supporting Lagardère Sports in their roll out.”

Supponor CEO, Jay Gambrell commented: “Our long term strategic partnership with ADI continues to deliver innovation after innovation and was absolutely essential to Supponor’s ability to work with the DFL, Sportcast and Lagardère Sports to demonstrate, test and now deploy our virtual advertising augmented reality platform in the Bundesliga.”