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Hello Reader,
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The 2025-26 season kick-off marks the start of a new Bundesliga and Bundesliga 2 media rights cycle. Numerous new media product developments bring fans even closer to the protagonists and the events on and around the pitch – as seen at the Franz Beckenbauer Supercup past Saturday.
There are many other novelties, innovations and news, including the partnership between the DFL and ServiceNow, updates in referee technology and data procession, or the re-launch of the Bundesliga App – discover it all in today’s issue!
Enjoy reading!
Yours, the DFL Innovation Team
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Exploring DFL's passion for innovation at Supercup 2025
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Focus on the new media product and innovative test cases
As the new national media rights period begins, the DFL media product steps into a new era, highlighted by innovative features developed jointly with Bundesliga and Bundesliga 2 clubs. These become especially evident during ‘tentpole matches’ – encounters between two top teams which are associated with increased media interest and additional requirements. Such as the Franz Beckenbauer Supercup 2025, where the DFL again presented many novelties – see some outstanding highlights in our video!
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DFL and ServiceNow establish technology partnership
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Collaboration to enhance business automation and efficiency
The DFL has announced a technology partnership with ServiceNow to orchestrate its platforms and transform business operations. As the Official Workflow Partner, ServiceNow is becoming the core AI platform to improve automation and efficiency in DFL’s business workflows. “We’re proud that the DFL has chosen to work with the ServiceNow AI platform to build a digital foundation that connects employees, clubs, and partners through AI powered workflows and real-time experiences,” says Robert Rosellen, Vice President and Country Manager, Germany, ServiceNow.
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Bundesliga-App relaunched for 2025-26 season
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Successful launch & rising user figures
For the start of the 2025-26 season, the DFL has comprehensively re-designed its Bundesliga App. Its launch coincided with the Bundesliga 2 kick-off. An upgraded user interface and many new features, including enhanced storytelling and much more video content, offer users a host of new options.
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Further innovation topics
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Chatbot unlocks DFL data basis
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Collaborating closely with their partner Amazon Web Services (AWS), the DFL and its subsidiary, Sportec Solutions AG (STS) have developed an AI-based chatbot that answers complex, human-language questions within seconds based on the DFL data repositories.
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Changes for the 2025-26 season
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Referee announcements, player tracking, offside detection: Various changes in the Bundesliga and Bundesliga 2 take effect in the new 2025-26 season, concerning the collection and evaluation of positional data or the communication of the referee team.
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Chatbot unlocks DFL data basis
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Collaborating closely with their partner Amazon Web Services (AWS), the DFL and its subsidiary, Sportec Solutions AG (STS) have developed an AI-based chatbot that answers complex, human-language questions within seconds based on the DFL data repositories.
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Changes for the 2025-26 season
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Referee announcements, player tracking, offside detection: Various changes in the Bundesliga and Bundesliga 2 take effect in the new 2025-26 season, concerning the collection and evaluation of positional data or the communication of the referee team.
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Connecting the SportsInnovation Community at Supercup 2025
Last weekend, the DFL, D.SPORTS, and Transform Sports invited members of the SportsInnovation network to an Innovation Lunch, hosted alongside the Franz Beckenbauer Supercup.
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