Paris Saint-Germain successfully implements Digital Overlay®️ technology at the Parc des Princes
Paris Saint-Germain will be one of the first European sport clubs to offer to partners a new marketing opportunity targeting TV viewers
In association with AIM Sport, Paris Saint-Germain is introducing a brand new Digital Overlay®️ technology at Parc des Princes. The system, which has never been used in France, will allow the Club to geo-locate the advertising displayed on the LED screens surrounding the pitch and adapt messaging to fit an international TV broadcaster’s audience.
Frédéric Longuépée, Deputy Managing Director in charge of business activities at Paris Saint-Germain, declared: “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 helps 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.”
After four years of planning, the Digital Overlay®️ technology was integrated into the Paris Saint-Germain – AS Monaco match at Parc des Princes on last April 15th. This allowed Club partners beIn Sports, Ooredoo and QNB and the Club itself to broadcast messages in English, Arabic and Bahasa languages to be shared in their respective countries, including the Middle East and Indonesia.
Paris Saint-Germain Ligue 1 matches are shown in an average of 54 countries globally, with an average audience of three million TV viewers per match. 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.