
"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.

In the previous game against RB Leipzig in December last year, the Werkself turned came from behind to win 3-1 and further improved Leverkusen's already strong record against the Red Bulls. Montrell Culbreath stood out with his first goal on his debut for the Black and Reds. While the 18-year-old would certainly like to score a second goal against Leipzig on Saturday night, the attack-minded visitors come to the BayArena in confident mood after five Bundesliga victories in a row. The Nordkurve12 supporters group knows the Werkself will therefore once again be reliant on the vociferous support of the fans, and has once again called for the ‘Finally Red’ campaign in the run-in. Today’s matchday news.
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Video games manufacturer Electronic Arts (EA), together with the German Football League (DFL), announced the top male and female selections for the 2025/26 Bundesliga season this week. Bayer 04 striker Vanessa Fudalla is in the starting eleven of the women's "Team of the Season". Alejandro Grimaldo and Aleix Garcia have been selected as bench players in the men's team.
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This special event showed once again how strong Bayer 04 are as a team: As part of ‘BarmeniaGothaer gives joy’, the Werkself players Edmond Tapsoba, Ibrahim Maza and Christian Kofane supported the sale of individually designed T-shirts for a good cause at the Fanwelt on Thursday. Several hundred fans came to take part in the charity campaign. Leverkusen's main sponsor BarmeniaGothaer donated the proceeds to the Fondation Edmond Tapsoba, which helps people in Tapsoba's home country of Burkina Faso in their challenging everyday lives.
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With three games to play before the end of the season, the Bayer 04 Women can break one record and equal another at SGS Essen. After three wins on the bounce, coach Roberto Pätzold's team are aiming to maintain the chance of third place in Sunday’s away game (14:00 CEST, Stadion an der Hafenstraße).
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Rüdiger Vollborn has been at the club for 40 years, he holds the record number of Bundesliga appearances for the club (401) and is the only Bayer 04 player to have won both the UEFA Cup (1988) and the DFB Pokal (1993). And the Berliner stayed with the Werkself after ending his impressive playing career as he worked as a goalkeeping coach for the following nine years. Vollborn now works under the Bayer Cross as a fan liaison officer and club archivist. Since February 2021, the personalised Black and Red lexicon takes Werkself fans under the heading of 'Rudi recounts...' on a brief trip through the history of Bayer 04 every month…
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