BUNDESLIGA
the first in-car stadium
The challenge
Fear of Missing Out on Football
The average person spends 4 years in their car. To enhance this experience, car manufacturers are focusing on digital in-car entertainment and connected services.
To address customers’ Fear of Missing Out on Football, DFL (Deutsche Fußball Liga) developed an immersive solution delivering personalized Bundesliga content directly to vehicles.
The challenge was to visualize this concept’s technical capabilities and value to manufacturers to secure an exclusive in-car sponsorship deal. This required proof-of-concept materials showcasing the solution in a generic vehicle and clearly communicating the unique benefits to potential bidders.
the solution
THE IN-CAR STADIUM
A 3D model of a generic EV car with a customized interior screen was created to demonstrate the Bundesliga solution in various driving scenarios, such as at traffic lights, while parking, and during driving—all without the need for real-world testing.
The visualization included interactive features like synchronized seat and lighting settings, along with a mockup of the driver interface. Additionally, the materials presented a clear business case for car manufacturers, highlighting the sponsorship and long-term business benefits of the in-car stadium experience.
the solution
DRiving awarEness
the impact
A MATCH MADE IN GERMANY
The Bundesliga in-car app was successfully piloted during the 2023/24 season by BMW, and in August of 2024 a contract for content-cooperation was signed with BMW for the 2024/20225 season. This is a significant and entirely new business for DFL and gives BMW a unique value to its customers.
Bernd Körber, Senior Vice President BMW Brand and Product ManagementWe are delighted to be able to offer our customers a unique soccer experience directly in their vehicle.
Dr. Roman Schade, Head of Audiovisual Rights DACH at the DFLThe successful pilot phase shows that football fans also enjoy watching the Bundesliga in their cars.
BMW00
DFL signed Bundesliga
content-cooperation 2024/2025 season
5000K+
content is currently available
to half a million vehicles on the road
600km/h
speed at which BMW 7 Series customers
can even enjoy football content on the driver’s seat