Christian Seifert left great footsteps after his farewell to the German football league of his successor Donata Hopfen. He had brought the DFL to a new level as managing director and, above all, in terms of innovative strength. So it is now being observed with tension to what extent the DFL continues under hops. The 46-year-old, which has been in office since the beginning of the year, has recently given a comprehensive insight into Düsseldorf as part of the sports and technology fair “Sports innovation 2022”, where she presented her future vision for German football.

“We want to be the world’s most digital football league!”

The second day of SportsInnovation 2022 in review
“As originally the core of the game is and remains, the role of football changes over time – and the wishes of the fans,” said Hopfen, referring to various innovative approaches with which the DFL deals with and the younger generations and the “Bundesliga experience” wants to individualize more. The technological progress is essential: “There are incredibly great opportunities in front of us – the digital possibilities and formats are far from exhausted,” she emphasized. Your claim is clear: “We want to be the most digital football league in the world!”

On-Field interviews during the game?

Thanks to the fast 5G internet and more digital services such as virtual reality features on the smartphone, the stadium experience should become even more impressive. According to hops, the TV pictures of the Bundesliga, which can be transmitted in the stadium worldwide with up to 29 different cameras, should also become even more diverse and spectacular. In particular, new cameras such as the Cinematic Look Camera with their special focus, mini drones over the square and the rapid fast rail and rocket cams, which drive along the edge of the field or below the stadium roof and offer the spectators completely new perspectives. The DFL is also testing the possibility of performing on-field interviews with players during the game via a mini-drone-for example before penalty situations.

more interactivity for fans

Your own media value chain will also develop under hops and offer more interactivity: For example, a new “Interactive Feed” enables fans to configure the Bundesliga conference, repeat highlight scenes and access individual game data. In addition, in the “Tactical Feed” all 20 field players are kept in mind from the camera main picture and relevant information and graphics such as the “Bundesliga Match Facts” are shown on the edge of the screen. The “Social Media Matchday Feed” offers more options for participation, which enables the club’s social media reporters to deliver additional live content before, during and after the games.

The DFL strategy lived under Seifert to shine through digitization and innovations is obviously continued by hops, and even intensified. But how far does this innovation drive go? For this purpose, hops and the DFL in scientific cooperation with the WHU – Otto Beisheim School of Management dealt intensively with the media usage behavior of younger generations (Z and Alpha). Hops predicted that automation and sustainability in the production of a Bundesliga game will continue to increase: “The number and performance of the cameras will continue to increase. Together with specific software, the direction will then be able to show almost any conceivable perspective of the game.”

“Optimal interaction of reach and monetization”

According to hops, the diversity of data in the Bundesliga will also be larger, which in turn enables new types and formats of storytelling: “These also help to tie fans closer, to better understand the game, to understand decisions and to discuss them on social media.” The personalization of the content will continue to progress: “At some point each fan will see his own transmission specially tailored to it.” For the digital expert, the potential of meta-verse will also play a major role in the future: “In the future, young fans in particular will want to experience sporting events more and more in a virtual environment.” With a maximum range, the DFL boss wants to achieve the greatest possible enthusiasm for the Bundesliga and “achieve an optimal interplay of reach and monetization”.

Spagath between tradition and innovation

Despite all the further development opportunities in football, hops are about the connection between tradition and innovation.
It wants to continue to advance technological progress in German professional football and at the same time do not spoil traditional fans.
A very difficult balancing act.
And yet an announcement that made hops to the audience of sports innovation in Düsseldorf: “If you want to enjoy football with beer and bratwurst, you should be able to do the same in the future!Christian Seifert left great footsteps after his farewell to the German football league of his successor Donata Hopfen. He had brought the DFL to a new level as managing director and, above all, in terms of innovative strength. So it is now being observed with tension to what extent the DFL continues under hops. The 46-year-old, which has been in office since the beginning of the year, has recently given a comprehensive insight into Düsseldorf as part of the sports and technology fair “Sports innovation 2022”, where she presented her future vision for German football.

“We want to be the world’s most digital football league!”

“As originally the core of the game is and remains, the role of football changes over time – and the wishes of the fans,” said Hopfen, referring to various innovative approaches with which the DFL deals with and the younger generations and the “Bundesliga experience” wants to individualize more. The technological progress is essential: “There are incredibly great opportunities in front of us – the digital possibilities and formats are far from exhausted,” she emphasized. Your claim is clear: “We want to be the most digital football league in the world!”

On-Field interviews during the game?

Thanks to the fast 5G internet and more digital services such as virtual reality features on the smartphone, the stadium experience should become even more impressive. According to hops, the TV pictures of the Bundesliga, which can be transmitted in the stadium worldwide with up to 29 different cameras, should also become even more diverse and spectacular. In particular, new cameras such as the Cinematic Look Camera with their special focus, mini drones over the square and the rapid fast rail and rocket cams, which drive along the edge of the field or below the stadium roof and offer the spectators completely new perspectives. The DFL is also testing the possibility of performing on-field interviews with players during the game via a mini-drone-for example before penalty situations.

more interactivity for fans

Your own media value chain will also develop under hops and offer more interactivity: For example, a new “Interactive Feed” enables fans to configure the Bundesliga conference, repeat highlight scenes and access individual game data. In addition, in the “Tactical Feed” all 20 field players are kept in mind from the camera main picture and relevant information and graphics such as the “Bundesliga Match Facts” are shown on the edge of the screen. The “Social Media Matchday Feed” offers more options for participation, which enables the club’s social media reporters to deliver additional live content before, during and after the games.

The DFL strategy lived under Seifert to shine through digitization and innovations is obviously continued by hops, and even intensified. But how far does this innovation drive go? For this purpose, hops and the DFL in scientific cooperation with the WHU – Otto Beisheim School of Management dealt intensively with the media usage behavior of younger generations (Z and Alpha). Hops predicted that automation and sustainability in the production of a Bundesliga game will continue to increase: “The number and performance of the cameras will continue to increase. Together with specific software, the direction will then be able to show almost any conceivable perspective of the game.”

“Optimal interaction of reach and monetization”

According to hops, the diversity of data in the Bundesliga will also be larger, which in turn enables new types and formats of storytelling: “These also help to tie fans closer, to better understand the game, to understand decisions and to discuss them on social media.” The personalization of the content will continue to progress: “At some point each fan will see his own transmission specially tailored to it.” For the digital expert, the potential of meta-verse will also play a major role in the future: “In the future, young fans in particular will want to experience sporting events more and more in a virtual environment.” With a maximum range, the DFL boss wants to achieve the greatest possible enthusiasm for the Bundesliga and “achieve an optimal interplay of reach and monetization”.

Spagath between tradition and innovation

Despite all the further development opportunities in football, hops are about the connection between tradition and innovation.
It wants to continue to advance technological progress in German professional football and at the same time do not spoil traditional fans.
A very difficult balancing act.
And yet an announcement that made hops to the audience of sports innovation in Düsseldorf: “If you want to enjoy football with beer and bratwurst, you should be able to do the same in the future!”