Carrying out the first live test of new virtual advertising, German football club Borussia Dortmund is using a system created by sports media and technology company Supponor and LED screen and signage experts the ADI Group in an attempt to change perimeter ad boards to bring relevant advertising to fans depending on the geographic location in which they are watching.

The virtual hybrid perimeter LED technology will be rolled out at Dortmund’s Westfalenstadion during the home game against the football club Augsburg on February 26. Attendees of the match will include Bundesliga sponsors and officials there to determine if the technology is successful and whether it should lead to a partnership between the German Football League (DFL) and the companies responsible for the technology.

This technology is working to increase the relevancy of advertising that is shown to consumers so someone watching a football match in the United Kingdom is not shown an ad around the pitch for German insurance but rather something that would actually apply to them. This offers more opportunities for the clubs to sell their pitchside advertising space as they can sell it to multiple companies depending on the market they serve and where the game is broadcasting.

This tech has been trial tested by Supponor and ADI during earlier DFL games with the help of DFL production subsidiary Sportcast. This is one of several new sponsorship ventures that these companies have been trying out with the support of the Lagardère Sports and Entertainment agency, an agency that partners with many of the Bundesliga’s clubs.