RB Leipzig to Introduce Virtual Perimeter Advertising for International Audiences in 2025/26 Season.

Roger Hampel

Photo Credit: RB Leipzig

RB Leipzig has announced a strategic move to enhance its global commercial capabilities by implementing virtual perimeter advertising starting from the 2025/26 Bundesliga season. The initiative, aligned with Bundesliga's broader internationalization goals, aims to deliver market-specific messaging to international viewers without altering the stadium experience for fans in Germany.

A New Era of Customization in International Marketing

The core advantage of virtual perimeter advertising lies in its ability to display regionally targeted ads during international broadcasts. While perimeter boards will remain unchanged for local stadium attendees and domestic TV viewers, international audiences will see dynamic overlays tailored to their specific region and language.

This development offers RB Leipzig’s sponsors an innovative platform to customize brand communication by market, effectively increasing the relevance and impact of advertising campaigns across different territories.

“With virtual perimeter advertising, we can better meet the growing international interest in RB Leipzig,” said Matthias Reichwald, Chief Commercial Officer at RB Leipzig. “At the same time, we are creating tailored, flexible opportunities for international marketing, both for existing partners and for new ones.”

Seamless Implementation Through Bundesliga’s Tech Ecosystem

The new advertising model is made possible through a software-based solution developed in cooperation with the DFL GmbH (Deutsche Fußball Liga). The system allows real-time digital editing of the live broadcast feed, without requiring physical infrastructure changes at Red Bull Arena.

Dominik Scholler, Vice President of Product Management and Innovation at DFL, emphasized:“Bundesliga clubs like RB Leipzig can now communicate with international audiences in a highly targeted way. This approach is scalable, efficient, and requires no additional technical staffing inside the stadium. It’s a strong step forward in Bundesliga’s global marketing strategy.”

Strengthening the Bundesliga’s Global Reach RB Leipzig Virtual Perimeter Advertising

This strategic shift is part of a broader Bundesliga initiative to increase international visibility and commercial impact for German clubs. With RB Leipzig often competing in European competitions and enjoying growing global recognition, the club is positioning itself as an innovator within the league's commercial framework.

Virtual perimeter advertising is already used in other top European leagues, and its adoption by Bundesliga clubs such as RB Leipzig signals a shift toward personalized fan engagement and sponsor ROI optimization on a global scale.