
"The parallel ads technology enables us to show specific advertising as part of our internationalisation strategy and overseas marketing in target international markets. 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," explained Markus Breglec, Chief Marketing & Innovation Officer at Bayer 04.
In the future there will be an international feed with parallel advertising in addition to the existing feed for the DACH target region. Bayer 04 has already gained the first partner for broadcasting advertising messages in international target markets.
The parallel ads technology from the provider 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.
While the spectators at the stadium and the TV viewers at home in the DACH countries will not notice any difference, the image from the LED perimeter screens can be used for international viewers through the new technology in international broadcasting signals.
In 2019, Bayer 04 installed the LED perimeter screens at the BayArena so that they could potentially be used for the innovative parallel ads technology. Thanks to this new system, a very high quality of advertising is possible as the adjusted image is not virtually laid over the original but is directly played on the LED perimeter screens.

Bayer 04 and main sponsor BarmeniaGothaer have shown great commitment to the community as the sale of custom-designed T-shirts for charity in the Fanwelt as part of the “BarmeniaGothaer Brings Joy campaign raised a good €5,000. Bayer 04 matched this sum with an equal contribution. As a result, a total of €10,000 was presented to Edmond Tapsoba for his foundation ahead of the home match against Hamburg. The foundation supports people facing challenging daily circumstances in his home country of Burkina Faso.
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Bayer 04 host Hamburg at the BayArena for the first time since September 2017 on the final day of the 2025/26 Bundesliga season on Saturday (15:30 CEST). HSV are safe in their first campaign back in the top flight after back-to-back wins, but Leverkusen are unbeaten in their last 19 games against promoted teams as they go for the victory they need to have a chance to qualify for the UEFA Champions League. There’s also heavy discounts on food and drinks at the BayArena. Here’s all you need to know ahead of the Matchday 34 fixture in our matchday news.
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As well as previously confirmed departures, Bayer 04 Women will also say goodbye to Vanessa Haim and Shen Menglu before Sunday’s final game of the season at home to Werder Bremen as the pair leave Leverkusen upon the expiration of their contracts.
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The last competitive match of the 2025/26 season takes place at the BayArena on Saturday 16 May (kick-off 15:30 CEST), where Hamburger SV are the visitors. At the pre-match press conference, head coach Kasper Hjulmand discussed the mindset and the approach for the crucial final game against HSV, among other topics.
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