Image credit: RB Leipzig


RB Leipzig are set to offer virtual perimeter advertising from next season (2025/26) creating new opportunities for its partners in international marketing.

The technology allows advertising messages shown during RB Leipzig’s international Bundesliga broadcasts to be flexibly adapted to regional target audiences.

For fans in the stadium and for German TV viewers, the perimeter advertising will remain unchanged. However, in the international broadcast feed, digital overlays will enable the content to be tailored to specific international markets.

This allows RB Leipzig’s partners to customise their campaigns regionally and communicate with their audiences in the relevant language.

The use of virtual advertising in the Bundesliga enables RB Leipzig to precisely target perimeter boards for various international markets – using a software-based, automated solution that requires no additional technical effort within the stadium.

The technology will strengthen the club’s global sponsor communications and unlock new potential in international marketing.

Matthias Reichwald, Chief Commercial Officer RB Leipzig, said: “With virtual perimeter advertising, we can better meet the growing international interest in RB Leipzig.

“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, added: “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.

“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.”

Credit: fcbusiness.