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Hello Reader,
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At the DFL Group we are committed to using Generative Artificial Intelligence (GenAI) for the purpose of improving the creation and distribution of content and data related to the Bundesliga and Bundesliga 2. We report on this subject regularly in this newsletter.
The importance of the Bundesliga and Bundesliga 2 in our society puts us in a position of great responsibility – especially so in times of fake news and artificially-generated content becoming a threat to our democracy. This is why we want to make sure our use of GenAI not only complies with applicable legal requirements but also conforms to our own ethical principles. We have recently published a Code of Ethics governing the use of GenAI throughout the DFL Group.
Enjoy reading!
Yours, the DFL Innovation Team
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Far-reaching AI upgrade for DFL content production
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Collaboration with AWS bears abundant fruit
Applications of Artificial Intelligence (AI) create new options to tailor content to varying interests and make it available to Bundesliga fans around the world. This article describes two current examples: An automated localisation and translation solution, and an AI-based system to enrich video material with metadata that revolutionises content discoverability and usability.
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Final report from the Stadium Innovations project group
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Focus on innovative technologies and services
The Stadium Innovations project group, a joint initiative of the DFL and DFB, enables participating clubs to learn about innovative products and exchange related experiences. Furthermore, the format offers forward-looking companies an opportunity to subject their innovations to practical tests.
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Further Innovation Topics
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Results of an innovation partnership presented
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DFL CEO Steffen Merkel delivered a keynote address at the AWS Summit 2025 in Hamburg. He explained how the DFL and AWS are jointly revolutionising the football experience for Bundesliga and Bundesliga 2 fans around the world so they can truly immerse themselves in every match.
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A day in the life of football commentator Derek Rae
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What is a typical workday of a football commentator like? Derek Rae, one of the most familiar voices of the Bundesliga internationally, gives an account. In our clip he recalls how it all began with a cassette recorder, and how the partnership with AWS makes his work easier today.
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Results of an innovation partnership presented
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DFL CEO Steffen Merkel delivered a keynote address at the AWS Summit 2025 in Hamburg. He explained how the DFL and AWS are jointly revolutionising the football experience for Bundesliga and Bundesliga 2 fans around the world so they can truly immerse themselves in every match.
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A day in the life of football commentator Derek Rae
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What is a typical workday of a football commentator like? Derek Rae, one of the most familiar voices of the Bundesliga internationally, gives an account. In our clip he recalls how it all began with a cassette recorder, and how the partnership with AWS makes his work easier today.
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Insights: The Bundesliga on Roblox
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On the occasion of a masterclass at the SPOBIS trade fair, Philipp Bohner reported for DFL on insights gained during the first Roblox campaign in collaboration with Build a Rocket. The Bundesliga was the first European football league to feature on Roblox.
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This was ‘Block im Park 2025’
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At the fourth “Block im Park” technology conference hosted by EintrachtTech, keynote and panel speakers took a look into the digital future, discussing issues that are relevant for the business world, policymaking, and society at large.
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Insights: The Bundesliga on Roblox
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On the occasion of a masterclass at the SPOBIS trade fair, Philipp Bohner reported for DFL on insights gained during the first Roblox campaign in collaboration with Build a Rocket. The Bundesliga was the first European football league to feature on Roblox.
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This was ‘Block im Park 2025’
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At the fourth “Block im Park” technology conference hosted by EintrachtTech, keynote and panel speakers took a look into the digital future, discussing issues that are relevant for the business world, policymaking, and society at large.
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uniqFEED awarded full league approval for virtual advertising
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In a series of tests run by the DFL and Sportcast, the software-based system by uniqFEED met all requirements for deployment in the Bundesliga successfully. This provides all interested clubs with an additional technical option to put the spotlight on their partners in the relevant international target markets.
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RB Leipzig introduces virtual perimeter advertising in 2025/26
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RB Leipzig is introducing virtual perimeter advertising from the 2025/26 season to provide partners with new international marketing opportunities. Digital ads for specific target markets can be superimposed over the existing physical ads, which are left intact for the stadium and TV audience in Germany.
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uniqFEED awarded full league approval for virtual advertising
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In a series of tests run by the DFL and Sportcast, the software-based system by uniqFEED met all requirements for deployment in the Bundesliga successfully. This provides all interested clubs with an additional technical option to put the spotlight on their partners in the relevant international target markets.
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RB Leipzig introduces virtual perimeter advertising in 2025/26
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RB Leipzig is introducing virtual perimeter advertising from the 2025/26 season to provide partners with new international marketing opportunities. Digital ads for specific target markets can be superimposed over the existing physical ads, which are left intact for the stadium and TV audience in Germany.
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The date has been set!
On 4 and 5 March 2026, thought leaders from the worlds of sport, media and technology will meet at SportsInnovation 2026 in Düsseldorf to jointly prepare the ground for the future of technology in sport. Amazon Web Services (AWS), Sportradar and Sportec Solutions AG have been the first partners to confirm their participation in the innovation fair.
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