Lagardère pens Dortmund virtual advertising deal, develops West Ham app
Bundesliga side Borussia Dortmund is to implement virtual perimeter board advertising during the next two seasons in a tie-up with the Lagardère Sports agency.
Dortmund is the first Bundesliga side to sign up to use the technology at all 17 of its home games this season, beginning with the clash against Leipzig on 26 August.
Lagardère Sports has been working with Supponor, the sports media and technology company, and ADI, the LED screen and signage experts, on trials of the technology, including the first live broadcast of the technology in international markets at the Dortmund-Augsburg clash in February.
Supponor’s own DBRLive technology, which enables dedicated billboard advertising to be shown to television audiences in different countries, generating extra revenues for the home club, has been used in Spain’s LaLiga for the past six seasons, and has previously been deployed in Italy's Serie A.
Dortmund and Lagardère Sports said today that they have initially agreed a two-season deal.
Carsten Cramer, the Bundesliga side’s managing director for sales and marketing, said: “It is important for us to constantly develop our platform for our partners and to embrace innovations, which make sense for and fit to Borussia Dortmund. Especially with regard to the internationalisation of our club, virtual advertising offers enormous possibilities as it enables our regional partners individual ways to appear around BVB’s matches.”
Philipp Hasenbein, managing director of Lagardère Sports Germany, and president of European Football at Lagardère Sports, added: "This cooperation with the BVB marks another milestone, both for virtual advertising as such and for Borussia Dortmund and us. We are delighted that we are now implementing this groundbreaking innovation on a grand scale and in the long term, together with our long-standing partner Dortmund.
“The club and we have always had the same innovative mentality and that's why it's so wonderful that we are now setting a joint example for the further internationalisation of the Bundesliga and thereby creating decisive digital added value and global growth opportunities for the Borussia.”
The DFL, the German football league, approved Supponor’s virtual advertising system in March, allowing the technology to be used regularly in live international broadcasts of Bundesliga and 2. Bundesliga matches from the 2018-19 season onwards.
Meanwhile, Lagardère Sports’ UK arm today announced that it has developed a mobile app for West Ham United, the Premier League side.
The app has been launched ahead of the new Premier League season this weekend and is part of a long-term agreement that sees Lagardère become the exclusive digital sponsorship and activation agency of the London side.
Lagardère Sports said: “Fully optimised for iOS and Android, the official club app will drive engagement and interaction, helping West Ham United to further connect with its fans whilst also building its digital presence. The app will also include a range of innovative features such as a fan zone, selfie filters and the ‘Hammer Jeopardy Quiz’, as well as essentials such as fixtures, results and player profiles – making it the ultimate destination for West Ham United’s global fan base.
“With instant breaking news updates, live audio commentary and push notifications as well as an online store and ticketing, fans will also be able to follow the team whilst on the go, at anytime, anywhere in the world.”
The app launched today with exclusive content including the first interview with Lucas Perez, West Ham’s transfer deadline day signing from Arsenal.
The agency has previously built, managed and commercialised the official club apps for 14 other soccer clubs, including Dortmund, Hamburg and Hertha Berlin.
Carl Woodman, managing director at Lagardère Sports, noted: “Our global digital business is expanding, and we’re delighted to be working with one of the UK’s most popular football clubs. West Ham United have a loyal and passionate fan base, and with the app’s variety of interactive features, we can provide supporters with new and exciting ways to engage with the club. We’re looking forward to creating lasting connections between the club, its fans and brands that are looking to invest in sport.”