The newspaper – the classic medium consisting of many news articles with the odd picture? Not just that! A whole new way of newspaper consumption is about to set a possible trend of future print journalism: the DFL and the Axel Springer BILD Group are combining innovation with tradition to create a brand-new media offering. Since the start of the 2018-19 season it is possible to watch football videos in BILD Group newspaper editions.
Both corporations have bundled their deeply rooted traditions in sports and publishing along with their long-standing efforts to be innovation leaders in their respective fields to present newspaper readers with a thrilling augmented reality experience: Using their smartphones to scan specially marked photos in BILD Group print media, readers can gain exclusive access to related video footage that may range from rare historic scenes to recent Bundesliga action.
DFL CEO Christian Seifert about the new partnership: “This innovation combines traditional reading habits with the opportunities presented by digital media. The DFL is constantly striving to make the Bundesliga experience as attractive as possible across all media distribution channels. With this in mind, Axel Springer with BILD is the ideal partner for this pioneering alliance of printed and digital media.”
In cooperation with DAZN, for the 10- to 30-second long video clips, the publishing house is able to access the DFL’s unique German Football Archive with its 140,000 hours of footage that dates back to the very beginnings of Bundesliga football. Video scenes may include current match snippets, historic match moments, or press conference excerpts. To activate the innovative augmented reality offering and access the clips, readers first need to download the free BILD apps that are available for both iOS and Android.
Developed in close cooperation with Axel Springer for BILD, this feature is yet another example of the ongoing innovative strength of the DFL, that has once again proven its extraordinary expertise in sports and media innovation. The cooperation, which is the first of its kind in Europe, brings printed sports coverage to a new level.