RB Leipzig to introduce virtual perimeter advertising for international broadcasts

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Image Credit: RB Leipzig website

RB Leipzig has announced plans to implement cutting-edge virtual perimeter advertising technology from the 2025/26 season, creating fresh opportunities for its partners in international marketing.

This innovative solution will allow advertising messages displayed during RB Leipzig’s international Bundesliga broadcasts to be tailored to specific regional audiences across the globe.

For fans inside the stadium and those watching on German television, the perimeter advertising will remain unchanged. However, in the international broadcast feed, dynamic digital overlays will enable brands to deliver customised content in the relevant language for each target market.

The use of virtual advertising will allow RB Leipzig’s partners to adapt their campaigns regionally, communicating directly with international audiences in a way that resonates locally.

The system works via a software-based, automated process, requiring no additional technical setup within the stadium.

This seamless solution ensures that the club can maximise the visibility of its sponsors globally without disrupting the live experience for fans on the ground.

By leveraging this technology, RB Leipzig is strengthening its global sponsorship offering and unlocking new potential in international markets, reinforcing the club’s position as an innovator both on and off the pitch.

Matthias Reichwald, Chief Commercial Officer RB Leipzig spoke about the logistics of the virtual perimeter advertising technology.

“With virtual perimeter advertising, we can better meet the growing international interest in RB Leipzig,” Reichwald said in press release

“At the same time, we are creating tailored, flexible opportunities for international marketing, both for existing partners and for new ones.

“We are also helping to strengthen the Bundesliga’s presence in global markets and are once again taking responsibility in this area.”

Dominik Scholler, VP Product Management and Innovation, DFL GmbH, echoed a similar sentiment about the deal.

“As the DFL, we support Bundesliga clubs like RB Leipzig in the introduction of virtual perimeter advertising, which enables targeted, market-specific communication with international audiences,” Scholler said in a press release.

“Thanks to a software-based technical solution, the advertising boards at the Red Bull Arena can be digitally adapted for the world feed and international viewers in real time without the need for additional equipment or staff inside the stadium.

“This innovative approach, based on close collaboration between clubs and the DFL, is a positive contribution to the international marketing of the Bundesliga.”

This innovation positions RB Leipzig as a leader in global sports marketing, offering partners smarter, more targeted ways to engage international audiences.

This point of difference could revolutionise the way advertising is viewed on broadcasts in the future.

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Victory unites with Roasting Warehouse in culture-led partnership

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Image credit: Melbourne Victory

The Melbourne-based anf family-owned business will join the Victory family, uniting two institutions which represent the city’s culture and identity.

A partnership with local roots

As the newest partner of Melbourne Victory, Roasting Warehouse joins forces with a vital part of the city’s sporting landscape.

The club’s Managing Director, Caroline Carnegie, outlined why the partnership bears so much value to both parties.

“We are excited to collaborate with Roasting Warehouse, a community-oriented destination for high-quality coffee, proud of its foundations in Melbourne,” said Carnegie via official media release.

“Football and coffee sit at the epicentre of Melbourne’s culture. The two go hand-in-hand, consistently at the centre of the conversation that stirs Melburnians, which is no different to the conversation sport and Melbourne Victory stir in the State.”

Indeed, this is a partnership which combines the identity, passions and culture of an entire city, therefore giving it the foundations required for long-term, mutual success.

Representing the best of Melbourne

Both Victory and Roasting Warehouse are hugely successful in their respective industries. They are institutions with community-oriented philosphies, who pride themselves on craft and quality.

“We’re incredibly proud to partner with Melbourne Victory, a club that represents the heart, passion, and ambition of Melbourne,” revealed Roasting Warehouse Head of Brand, Alexander Paraskevopoulos.

“As a Melbourne-founded, family-run business, supporting a team that means so much to the local community feels very natural for us.”

Furthermore, through their high-quality blends, Roasting Warehouse will look to prepare Victory’s players and staff for high performances on the pitch as the seasons nears completion.

But this is about far more than just fueling athletes.

This is a partnership which embodies and unites two of Melbourne’s greatest strengths and cultural markers – a connection forged from the city’s very own DNA.

 

For more information about Roasting Warehouse, click here.

Marie-Louise Eta makes history as new Union Berlin head coach

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Image credit: FC Union Berlin

In an historic appointment, Eta will take over as head coach of Union Berlin until the end of the season.

History in the making

Previously the first female assistant coach in Bundesliga history with Union Berlin, Eta will now take the reigns of the men’s first team on an interim basis.

Currently, the club sit in 11th place in the Bundesliga table, but with only two wins so far in 2026, relegation appears an all-too-real prospect, and one which the club is desperate to avoid.

“Given the points gap in the lower half of the table, our place in the Bundesliga is not yet secure,” said Eta via official media release.

‘I am delighted that the club has entrusted me with this challenging task. One of Union’s strengths has always been, and remains, the ability to pull together in such situations.”

Eta will begin as Union’s new head coach with immediate effect, and will be in the dugout for the club’s matchup against Wolfsburg this weekend.

 

A step into an equal future

Eta’s appointment signals a major step towards a more level playing field in the football landscape.

Furthermore, Eta joins other coaches including Sabrinna Wittmann, Hannah Dingley and Corinne Diacre who, in recent years, have blazed a trail for female coaches to step into the men’s game.

Wittmann currently manages FC Ingolstadt in Germany’s third division, and was the first female head coach in Germany’s top three divisions.

In 2023, Dingley became caretaker manager of Forest Green Rovers, and thus the first woman to lead a men’s professional team in England.

Diacre, now head coach of France’s women’s national team, managed Ligue 2’s Clerment Foot between 2014 and 2017.

 

Final thoughts

The impact therefore, is that Eta’s appointment will show future generations of aspiring female coaches that men’s football is an equally viable and possible pathway as the women’s game.

The time is now to level the playing field.

And while it may be a short-term role, its effect on attitudes towards equality and fair opportunities in the game will hopefully resonate long after the season ends.

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