The DFL (German Football League) and VfB Stuttgart tested out a new media format during the club’s Bundesliga home match against Werder Bremen, providing a glimpse of the future of matchday experiences. Three special cameras – two on the side of the pitch and one above the halfway line, along with an exclusive VIP internal area – produced a stereoscopic 360° live signal in a high-resolution 10K, 60 fps stream for what are known as head-mounted displays. The immersive experience was tested on site, with guests in the Mercedes-Benz Business Center making very good use of it. They were able to switch live to the various positions and angles and watch the match unfold with a 360° perspective in impressive quality, and really feel like they were on the pitch. This was the first time that this type of thrilling live broadcast of a match with exclusive behind-the-scenes access had been seen in the Bundesliga.
This local test case, run by VfB and the DFL, will provide insights into the development of a potential future media product. The first ever test was during the 2024 Supercup in Leverkusen, when VfB took on Bayer Leverkusen. The technology involved has been further developed since then and tested in a variety of ways. Innovators from VfB Stuttgart and the DFL have agreed to continue to work together closely on the project, with the next steps involving more camera positions being tested and closely adapted to the technologies required for signal broadcasting, availability and consumption.
“Innovation is part of the VfB Stuttgart DNA. The media involved in experiencing sport are undergoing fundamental change, and we want to help to shape this in an active way. Data rates, cameras and wearables such as the new mixed reality glasses open up fascinating possibilities in terms of expanding the stadium experience,” said Alexander Wehrle, CEO of VfB Stuttgart. “Though the live experience in the stadium is and remains unreplaceable, we see it as our responsibility to make best use of the opportunities provided by digital transformation. Our ultra-modern MHP Arena offers ideal conditions for this, and the current tests are a first and logical step towards innovative forms of fan interaction and media use.”
“Disruptive innovations are playing a key role in our innovation and product strategy, with a clear focus on the needs of Bundesliga fans and media partners and the demands of being 'closer to the game’,” said Dominik Scholler, vice president of product management and innovation at the DFL. “As such, we are delighted to be taking the next step in the testing process together with VfB Stuttgart. We have been able to acquire valuable insights into the production set-up and user feedback into the usage of immersive reality and head-mounted displays during Bundesliga broadcasts.”
The proprietary technology has been provided by Berlin start-up Softseed Technologies, who were responsible for production in conjunction with DFL subsidiary Sportcast. In March 2025, DFL and Softseed Technologies won the ISC’s Sport Tech Company Award for their immersive reality production of the 2024 DFL Supercup in London.
