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.
