June 9 – The Bundesliga has licensed Swiss firm uniqFEED to deploy its AI-powered AdApt virtual advertising software across top-flight matches.
Following testing conducted with host broadcaster Sportcast across multiple club stadiums, uniqFEED’s software becomes just the second solution to receive full certification from the German Football League (DFL), joining UK-based Supponor, whose system has been in use since 2022.
AdApt allows broadcasters to replace pitch-side LED boards and overlay goal-side carpets with region-specific sponsor content – meaning fans in São Paulo, Seoul, and Seattle might all see different ads during the same match. The technology enables clubs to tailor their sponsorship offerings to international markets, opening up new revenue streams without cluttering domestic broadcasts.
The Bundesliga first approved virtual advertising in 2018, but implementation has been cautious, driven by strict demands around image quality, broadcast integration, and reliability under live match conditions. AdApt ticked all those boxes, including the crucial ability to operate seamlessly in fully remote production environments—a must in today’s globalised broadcasting landscape.
For uniqFEED, this is a major commercial breakthrough in one of Europe’s most watched leagues. For the Bundesliga’s 18 clubs, it means another valuable tool in the post-pandemic push to grow revenue without squeezing more out of local fans.
Tom Huston, chief commercial officer at uniqFEED, said: “Our goal is to work alongside the clubs as partners to develop virtual advertising strategies that unlock new, recurring commercial revenue streams that are both sustainable and profitable across seasons and markets.”
Dominik Scholler, vice president product management and innovation at DFL, added: “With the Bundesliga-wide approval of the uniqFEED system, Bundesliga clubs now have access to another powerful, software-based technology for virtual perimeter advertising.
“We are delighted to welcome uniqFEED as a new, certified provider for the Bundesliga. This gives clubs an additional opportunity to implement perimeter advertising and cam carpets in international Bundesliga productions with the high quality they have come to expect.”
Contact the writer of this story, Harry Ewing, at moc.l1749502277labto1749502277ofdlr1749502277owedi1749502277sni@g1749502277niwe.1749502277yrrah1749502277