French Ligue 1 club Paris Saint-Germain (PSG) has claimed a first for football in its home market with the launch of a digital overlay technology system at its Parc des Princes stadium.

PSG has teamed up with AIM Sport to introduce the new technology at the stadium. The system will allow the club to geo-locate the advertising displayed on the LED screens surrounding the pitch and adapt messaging to fit a TV broadcaster’s audience depending on where they are based.

For example, if a PSG game is being broadcast in Indonesia, viewers will see adverts relating to its home market on the screen. Viewers in other territories watching the same match feed will see different displays on the pitch-side advertising.

PSG’s deputy managing director in charge of business activities, Frédéric Longuépée, said: “Paris Saint-Germain is proud to offer to its partners the most innovative technological tools to achieve the best possible marketing results. Digital Overlay is a revolutionary technology in sports marketing.

“It’s helped 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 was integrated into PSG’s home match against AS Monaco on April 15. As part of the initiative, club partners beIN Sports, Oooredoo and QNB, as well as PSG itself, were able to broadcast messages in English, Arabic and Bahasa.

Image: Валерий Дед