PSG take first French steps into pitchside digital ad replacement technology

April 26 – Paris Saint-Germain has introduced Digital Overlay technology at their Parc des Princes stadium allowing localised advertising messages to be broadcast to different geographical markets. It is the first time the system has been used in France.

Introduced in association with AIM Sport, the system allows the club to change the advertising on the LED screens around the pitch and geo-locate messaging to fit different international TV broadcast markets.

The system was first used at PSG’s home game against AS Monaco on April 15, allowing club and its partners beIn Sports, Ooredoo and QNB, to broadcast messages in English, Arabic and Bahasa languages.

Frédéric Longuépée, Deputy Managing Director in charge of business activities at PSG said: “Digital Overlay is a revolutionary technology in sports marketing. It helps to address the needs of our Club, which is growing its international audience at a rapid rate. It allows our brand partners to respond to the Club’s exceptional media exposure, offers a new marketing stream to our global sponsors and opens new opportunities to advertisers focused on regional sponsoring.”

The technology opens up new marketing and potentially revenue opportunities. PSG averages three million TV viewers per match from about 54 different countries. The technology enables specific messages to be targeted by country broadcaster.

A report last August suggest that clubs and leagues could improve advertising revenues by up to 30% in they introduced digital replacement technology over their broadcast feeds.

La Liga has operated a Supponor ad replacement system for a number of seasons. The Bundesliga is to introduce virtual advertising over its international broadcast feeds from the start of next season.

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