Borussia Dortmund will be the first soccer club in the world to employ virtual LED advertising technology at all of its home matches for the upcoming Bundesliga season.
The technology, which was created by Supponor and ADI and is licensed through the Lagardère Sports agency, can replace sideline LED signage, targeting ads to the region of different television viewers. Fans inside the stadium won’t see changes, but those watching or streaming the match will see the most relevant sponsorship ad displayed along the side of the field. (See this linked example.