Bayer Leverkusen will become the first club in German soccer’s top-tier Bundesliga to use parallel ads technology (PADS) during television broadcasts of their home matches this season to target more global sponsors.

The system will enable the current Bundesliga league leaders to show different advertising partners on the LED printer screens at the BayArena on national and international TV after receiving specific permission from the German Football League (DFL).

The virtual advertising technology is being provided by sports infrastructure, technology, and media rights business TGI Sport.

Bayer matches will feature an international feed with parallel advertising in addition to the existing feed for the DACH target region (Germany, Austria, and Switzerland).

The club said it has already gained the first partner for broadcasting advertising messages in international target markets.

Markus Breglec, chief marketing and innovation officer at Bayer 04, said: “The parallel ads technology enables us to show specific advertising as part of our internationalization strategy and overseas marketing in target international markets.

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“On the one hand, that could be a partner who wants to be active in those target markets. On the other, the system can also be used to promote international club activities.”

The PADS technology from TGI Sport works with image frequencies used in TV production. At defined intervals, the TV cameras record different images from the LED perimeter screens at the BayArena.

Bayer first installed the LED perimeter screens at their stadium in 2019.  

The club is on course to win its first Bundesliga title this season as they are currently 10 points ahead of Bayern Munich, who have been the dominant force in German soccer for over a decade, winning 11 titles in a row.