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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New Stewarding Academy receives backing from Premier League

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Image credit: Premier League

It is a partnership which sees the Premier League, Capital City College and the Mayor of London, Sadiq Khan, all unite to create job opportunities and raise stewarding standards across the industry.

 

Football’s forgotten heroes?

Everyone who watches live football will undoubtedly – and unsurprisingly – focus on the people at the heart of the action.

Players, managers, and even other fans all tend to receive the most attention. They are the show people come to see.

But behind every great show, is a team behind the scenes bringing it together, helping when needed, ensuring everything runs smoothly.

Stewards are an ever-present part of the live football experience; highly visible yet easily ignored.

And, as London’s own football industry knows all too well, a lack of stewards can spell trouble for sustaining high-quality and safe live match experiences for fans.

 

Securing development and safety

The partnership between the Premier League and the Mayor of London will see AUD 2.3 million (£1.2 million) invested into the game.

And as the Premier League Chief Policy and Social Impact Officer, Clare Summer outlined, the Academy is essential not only to provide future employment, but to meet current demands.

“There are more than 15 million visits to Premier League stadiums each season, and we work alongside partners and the police to deliver safe and inclusive matchdays across the country,” Summer said.

“Through this partnership, we are providing new employment and training opportunities for thousands of people, contributing to the safe and welcoming environment provided at 380 matches each season.”

Thus, the partnership functions both as a way to engage people with the football industry, while also providing core employment skills and experience.

 

Jobs beyond the pitch

London, much like the rest of the world, is not lacking in fans of the beautiful game.

So considering there is such demand for stewards in the city’s football industry, the Academy marks a logical step to giving people another way of connecting with football.

And the impact goes far beyond sentimental value.

For example, the Premier League strives to improve training and employment opportunities across the UK, supporting up to 104,500 full-time equivalent jobs in the 2023/24 season.

So while the Premier League may require the efforts and skills of thousands of people, it also continues to invest back into the community.

Education, opportunity and trust. All of these are essential aspects to improving the lives of young people looking for a way into football, as well as looking to improve their own lives with purpose and fulfilment.

Chelsea FC partners with Strava in landmark lifestyle partnership

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Image credit: Stock1987 / Shutterstock.com

The London-based giants announced the launch this week, marking a first-of-its-kind partnership for both the Premier League and Women’s Super League (WSL).

Connecting with fans

As clubs across the world look to find new and exciting ways of connecting with fans, Chelsea are showing that the answer – more often than not – already exists.

Strava is a running and fitness platform with over 195 million users across the globe. But the app represents more than just tracking speed – it is a social and lifestyle symbol through which users can connect.

And with presence in 185 countries, the app has the power to unite users from all over the world, making it a perfect fit for the globally-followed Blues.

“We are always looking at ways we can use our global brand to bring people together, often in unexpected ways,” said Brand Director for Chelsea Football Club, Scott Fenton.

“By working with Strava and becoming the first Premier League and BWSL teams to establish an official presence on Strava, we can lean into participation culture, understand where our fans are while offering new experiences for them and strengthen the bonds that unite our global community.”

Two brands with a huge international presence. One partnership which promises to encourage community, movement and healthy-living.

 

The intersection between sport and lifestyle

At first glance, Chelsea FC and Strava appear an unconventional partnership. Indeed, it is the first time a club has established an official presence on the app.

But at its core, the two organisations serve similar purposes: uniting people with a common passion for sport.

At its beginnings in 2009, Strava promised to replicate the feeling of team sports and unlocking new achievements, making a deal with Chelsea FC – one of the world’s most successful teams in recent years – a true full-circle moment.

“Chelsea FC joining Strava as the first Premier League and BWSL team to establish a global club on the platform is a powerful demonstration of how brands are engaging with their communities,” explained Director of Athlete and Community Partnerships at Strava, Mel Jarrett.

“We believe shared passion for movement creates real connections, and this collaboration brings that to life for Chelsea’s global fanbase.”

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