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Hello Reader,
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Through the awarding of the German-language media rights for Bundesliga and Bundesliga 2 matches from 2025-26 until 2028-29, the DFL has secured total revenues of EUR 1.121 billion per season, the second-strongest national media contract among all football leagues. This positive outcome is in part owed to the DFL’s steady pursuit of innovation and continued development of state-of-the-art content for media partners and fans, as regularly reported in this newsletter.
In today's issue we are looking ahead to the media product that will be available from the 2025-26 season. We also highlight the new AI-based process for generating match reports; we look into the technical and commercial implementation of virtual perimeter advertising, and provide an update on promising new partnerships in the digital world.
Enjoy reading!
Yours, the DFL Innovation Team
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The 2025 DFL Media Product: Ever closer to the game
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New content, innovations & upgrades
Following the awarding of the German-language media rights for Bundesliga and Bundesliga 2 matches from 2025-26 until 2028-29, the DFL and its media partners are now getting ready to deliver a significantly enhanced media product from the summer of 2025. Bringing viewers ever “closer to the game” to let them experience football matches and the players themselves more directly than ever before has become the leitmotif of DFL. The focus is on the emotional football experience.
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Online right after the final whistle: AI-generated match reports
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Smart content management system add-in delivers results faster
The match reports available after every Bundesliga and Bundesliga 2 game are generated with the help of Artificial Intelligence. The AI solution has been in constant use since early November 2024 and has been proving its worth ever since. Humans and technology work hand-in-hand in this process, which makes the editorial team’s work significantly easier.
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Bundesliga is the first European football league on Roblox
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DFL launches exclusive Roblox Bundesliga campaign together with partners
The DFL has embarked on a partnership with the international gaming agency Build a Rocket, setting new standards in digital fan interaction while underlining its pioneering role in providing innovative fan experiences. Fans can now discover the Bundesliga in five Roblox games. The virtual “Bundesliga Clubhouse” is also host to league partners Topps and ESPN which offer fun activities of their own. The collaboration partnership combines sport with gaming, offering young fans around the world a new way to experience the Bundesliga first hand.
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Discussing commercial success and technical implementation of virtual advertising
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Interview with Benedikt Scholz (Borussia Dortmund) and Tim Achberger (Sportcast)
Virtual advertising allows football clubs to offer their sponsors more individualised advertising options while generating an additional marketing revenue stream. Virtual perimeter advertising superimposes digital messages onto the existing board advertisements in the broadcast signal. Benedikt Scholz, Director Internationalisation & Commercial Partnerships at Borussia Dortmund, and Tim Achberger, Director Technology & Product Management at Sportcast, discuss the implications.
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Further innovation topics
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Innovation meets tradition: Moving main camera
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Forty years ago, German TV broadcast a live Bundesliga match for the very first time: Borussia Mönchengladbach vs. FC Bayern München. The most recent clash between the two clubs saw a premiere of a different kind: a very special camera.
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DFL launches Bundesliga OTT service with OneFootball
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A flexible “Bundesliga Pass” now expands the scope of Bundesliga and Bundesliga 2 media offerings in selected international markets. An innovative OTT partnership with OneFootball is making it easier for fans to access Bundesliga live content.
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Innovation meets tradition: Moving main camera
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Forty years ago, German TV broadcast a live Bundesliga match for the very first time: Borussia Mönchengladbach vs. FC Bayern München. The most recent clash between the two clubs saw a premiere of a different kind: a very special camera.
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DFL launches Bundesliga OTT service with OneFootball
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A flexible “Bundesliga Pass” now expands the scope of Bundesliga and Bundesliga 2 media offerings in selected international markets. An innovative OTT partnership with OneFootball is making it easier for fans to access Bundesliga live content.
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Pilot project trials referee decision announcements
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Referee decisions are to become more transparent to fans: In a pilot project at nine Bundesliga and Bundesliga 2 stadiums, referees will announce their decisions relating to certain situations on the pitch over the stadium sound system.
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RefCam delivers new perspective in 'Der Klassiker'
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Captivating images as seen from the referee’s viewpoint during Der Klassiker between Borussia Dortmund and FC Bayern München – the “RefCam”, attached to the chest of Sven Jablonski, brought the referee’s unique perspective to the fans’ screens.
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Pilot project trials referee decision announcements
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Referee decisions are to become more transparent to fans: In a pilot project at nine Bundesliga and Bundesliga 2 stadiums, referees will announce their decisions relating to certain situations on the pitch over the stadium sound system.
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RefCam delivers new perspective in 'Der Klassiker'
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Captivating images as seen from the referee’s viewpoint during Der Klassiker between Borussia Dortmund and FC Bayern München – the “RefCam”, attached to the chest of Sven Jablonski, brought the referee’s unique perspective to the fans’ screens.
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DFL wins International Sports Award
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The DFL has received the Sports Tech Company Award for its use of Immersive Reality in connection with the Supercup 2024. It was the first-ever implementation of a three-dimensional, 360-degree live stream in 10K resolution on an Apple Vision Pro, realised jointly with Softseed.
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VfB Stuttgart joins IPAI
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VfB Stuttgart are the first professional football club to join the platform for applied Artificial Intelligence and have committed to drive the use of AI applications to optimise their business processes while enhancing the quality of their services and offerings continuously.
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DFL wins International Sports Award
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The DFL has received the Sports Tech Company Award for its use of Immersive Reality in connection with the Supercup 2024. It was the first-ever implementation of a three-dimensional, 360-degree live stream in 10K resolution on an Apple Vision Pro, realised jointly with Softseed.
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VfB Stuttgart joins IPAI
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VfB Stuttgart are the first professional football club to join the platform for applied Artificial Intelligence and have committed to drive the use of AI applications to optimise their business processes while enhancing the quality of their services and offerings continuously.
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