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SBD Global/August 28, 2012/Media

Bayer Leverkusen Plans To Produce A Separate Game Feed For Asian Markets

German Bundesliga club Bayer Leverkusen plans to produce a separate game feed for Asian TV channels "to increase the club's marketing potential in that region," according to Mathias Peer of the HANDELSBLATT. Bayer Leverkusen sees Asia as its "most important market for growth." Leverkusen Managing Dir Wolfgang Holzhäuser wants to make his club "more attractive for Chinese and Japanese ad partners." A separate game feed for Bayer's home games seems to be the "ideal solution." The cameras will be in different positions than the ones for German TV and focus on different areas of ad boards that have not been in camera view so far. Holzhäuser's plan is to sell this new ad space in camera view to Asian companies. Holzhäuser said, "Our marketing opportunities in Germany are exhausted in regards to price and space." The production of a separate game feed is "schedule to start after the winter break of the '13-14 season." A representative survey of consulting company Sport+Markt found that "one in eight people in China is interested in Bundesliga football." This means the Bundesliga is dead even with the Italian Serie A and the Spanish La Liga in the favor of Chinese people. Only the EPL is able to attract an even higher interest (HANDELSBLATT, 8/27).
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