Paris Saint-Germain FC implements AIM Sport’s Digital Overlay tech for geo-located ads

Paris Saint-Germain Football Club has announced a brand new Digital Overlay technology being rolled out at the home of the Club, Parc des Princes stadium, in Paris. New to France, this technology will allow for geo-location of advertising displayed on the LED screens surrounding the pitch.

This new technology, being implemented in association with the technology developer, AIM Sport, allows adaptable messaging to fit an international audience. With an average of over three million Paris Saint-Germain TV viewers per match from an average of 54 different countries, this technology will change the game, claimed Frédéric Longuépée, deputy general manager for business activities at Paris Saint-Germain.

Paris Saint-Germain FC decided now was the right time to implement this technology, in order to serve its global fan base, according to Longuépée. Speaking to SVG Europe, he commented: “Since 2011, Paris Saint-Germain’s fan-base has grown at a fast pace all over the world. The Club is now in a position to offer its partners the opportunity to engage with over 55 million followers on social media worldwide and an average of three million TV viewers each time the Club plays a Ligue 1 match.

“In light of this tremendous globalisation trend, the Digital Overlay technology has come of age at just the right time. We believe it is a revolutionary tool. We are proud to be the first club in France and one of the first in Europe to offer this service to our partners.”

After four years of planning, the Digital Overlay technology was integrated into the Paris Saint-Germain versus AS Monaco match at Parc des Princes on 15 April. This allowed Club partners beIn Sports, Ooredoo, QNB and the Club itself to broadcast messages in English, Arabic and Bahasa, to be shared in their respective countries, including the Middle East and Indonesia.

He added: “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.”

This technology will aid the Club’s relationships with its sponsors, continued Longuépée: “The Digital Overlay technology constitutes a new marketing right for the Club. In the mid-term, it will generate more revenue for the Club. We are determined to offer our sponsors the most innovative technologies so that they get the most from their partnership. Since many of the Club’s partners are top international brands, they have a strong interest in diffusing targeted messages to their customers in different regions. We are delighted to help them localise their content in order to optimise the impact of their marketing strategies.”

Concluding, Longuépée said: “Thanks to the Digital Overlay technology, TV viewers worldwide will gain access to more relevant ad content specifically designed for them in their own language. They shall ultimately feel closer to the stadium and their club of heart.”

Thanks to the new rights agreement negotiated by the LFP, especially in China with CCTV (which reaches 396 million households), the reach of the Club will continue to increase significantly next season.

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