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The DFL Deutsche Fußball Liga (German Football League) published the final report of its Stadium Innovation Project Group in June 2025. The initiative evaluates selected technological innovations under real-world conditions at Bundesliga clubs and makes the results transparent league-wide.
Sensape is featured from page 30 of the official report as an innovation partner to two pilot clubs – Bayer 04 Leverkusen and RB Leipzig. The entry documents the deployment of an AI- and AR-powered large-format screen in the stadium environment under the chapter heading „Interactive screen for improving fans' stadium experience".
The evaluation at a glance
The participating clubs rated the Sensape Interactive Screen across four standardised DFL evaluation criteria (scale 1–5):
- Recommendation to other clubs: 5/5
- Value added for the club: 5/5
- Continued use beyond the pilot phase: 4.5/5
- Cost-benefit ratio: 4.5/5
Source: DFL Stadium Innovation Report 2025, page 30 ff.
Participating clubs and contacts
Bayer 04 Leverkusen – Pilot operation since November 2024 (Club contact: Nikolas Schnor)
RB Leipzig – Pilot operation since January 2024 (Club contact: Hannes Gläser)
On the Sensape side, Managing Directors Matthias Freysoldt and Artur Lohrer, together with Michael Lehnert, lead the projects.
What is the Sensape Interactive Screen?
The Sensape Interactive Screen is a large-format vertical touch display that combines AI-driven person recognition with Augmented Reality. Fans can create virtual selfies with their favourite players, take part in mini-games, or experience themed matchdays interactively.
The system is delivered as an end-to-end solution: Sensape provides the hardware and develops bespoke digital experiences with each club, tailored to its specific fan audience. The underlying technology has been developed by Sensape GmbH in Leipzig since 2015 and is deployed in more than 40 countries today.
Use cases identified by the DFL report
The DFL Project Group identifies several concrete deployment scenarios in the report:
- Themed matchdays – Companion AR experiences for kids’ days, sustainability days, or women’s football matchdays
- Corporate Social Responsibility – Educational programmes for young fans, such as interactive content on waste separation and recycling
- New revenue channels – Activation at the touchpoint for merchandise, catering, and ticketing
- Marketing activation – Newsletter sign-ups, social media sharing, and integration of digital sponsor placements
- Process optimisation – Deployment as a self-service kiosk and extension of the club app into the physical fan environment
At the core, the screen creates an additional digital touchpoint that increases dwell time in the fan environment and strengthens the connection between club and fans.
Implementation and resources
According to the DFL report, the typical lead time is four to six weeks when an existing use case is adapted to the club’s branding and extended with specific features. The hardware is usually available at short notice.
Space requirements: an area for a vertical large-format screen plus approximately two to three metres of clear space in front for interaction.
Investment
The DFL report cites the following economic data:
- Initial investment: from approx. €12,000 (hardware + app configuration)
- Ongoing costs: from €250 per month for licences
The actual investment scales with the number of devices, the complexity of application development, and the desired feature scope.
About the DFL Stadium Innovation Project Group
The DFL Deutsche Fußball Liga established the Stadium Innovation Project Group to test innovative technologies for the league under real conditions and make them transparent league-wide. The final report 2025 documents multiple pilot projects across areas including fan engagement, catering, and sustainability – providing Bundesliga and 2. Bundesliga clubs with an evidence-based foundation for their own investment decisions.
Sources
- DFL Stadium Innovation Report 2025 (PDF, English) – Sensape from page 30
- DFL Stadium Innovation Report 2025 (PDF, German original)
- DFL Stadium Innovation Reports overview
Frequently asked questions
What is the DFL Stadium Innovation Project Group?
An initiative of the German Football League (DFL) that tests selected technological innovations under real-world conditions at Bundesliga and 2. Bundesliga clubs. The final report 2025 documents the results for the entire league.
Which Bundesliga clubs use the Sensape Interactive Screen?
The DFL Stadium Innovation Report 2025 names Bayer 04 Leverkusen (pilot since November 2024) and RB Leipzig (pilot since January 2024). Sensape also works with other Bundesliga clubs and international teams such as FC Bayern München and Paris Saint-Germain.
How did the DFL evaluate the Sensape Interactive Screen?
The participating clubs awarded top marks across all four evaluation criteria: 5/5 for „value added for the club" and „recommendation to other clubs", and 4.5/5 for „continued use beyond the pilot phase" and „cost-benefit ratio".
What does a Sensape Interactive Screen cost for a stadium?
According to the DFL report, initial investment starts at approximately €12,000 (hardware plus app configuration). Ongoing licence costs start at €250 per month. The actual cost depends on the number of devices and the scope of the application.
How long does the implementation of a pilot project take?
When adapting an existing use case to club branding and developing specific features, Sensape typically requires four to six weeks. Hardware is generally available at short notice.
Which use cases are possible inside a stadium?
The DFL report lists, among others: virtual selfies with players, AR mini-games, themed matchdays (kids, sustainability), educational content, activation of merchandise, catering, and ticketing, newsletter generation, and digital sponsor placements. More on the Sensape Interactive Fan Engagement solution.
Where can I find the original source?
The full DFL report is available for download in both English and German on media.dfl.de. Sensape is documented from page 30 onwards.
About Sensape
Sensape GmbH, based in Leipzig, has been developing interactive hardware and software solutions for digital customer engagement at events, trade shows, and at the point of sale since 2015. Core products: Phantastic Promoter, Allstars (fan engagement), WebAR (browser-based AR without an app), and Virtual Try-On. Clients include FC Bayern München, Paris Saint-Germain, RB Leipzig, Bayer 04 Leverkusen, Disney, Porsche, and many more – see all client projects.
Are you a club official or stadium operator interested in interactive AR experiences for your fans? Get in touch.
