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Introduction

Driving forward
with in-car entertainment and tailored Bundesliga Content

Authored by

DFL Deutsche Fußball Liga is a renowned organization responsible for managing and marketing German professional football representing the 36 clubs of the Bundesliga and Bundesliga 2. Established in 2000, the DFL is an innovation leader in professional sport and especially football. In the interests of professionalization and specialization, it has founded several subsidiaries that allow the DFL Group to play a formative role in the field of innovation in sport.

The courage to embrace technological development is one of the hallmarks of German professional football. In recent years, this has resulted in groundbreaking changes. These include the development and/or implementation of state-of-the-art camera systems, continuous advances in the handling of match data, a formative role in eFootball, and the establishment of SportsInnovation as a platform for demonstrating innovative technologies and a venue for specialists to discuss the latest developments in the sector.

As part of its commitment to innovation, DFL has launched the groundbreaking project, “Bundesliga In-Car Stadium.” This initiative seamlessly integrates football content into car interiors, offering fans an immersive experience even while on the move. Throughout the development of this project, we have gained extensive market insights into the automotive industry, particularly in the area of in-car entertainment.

In collaboration with the Center of Automotive Management, we identified emerging market trends and car manufacturer’s and consumer’s needs, making us the first professional sports league to venture into this new field of content delivery and monetization.

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In-car entertainment (ICE) has become a critical component of the automotive industry, evolving significantly alongside other technologies and changing consumer expectations. With people spending an average of 3 to 5 years of their lives in their cars, the demand for high-quality entertainment while driving, stopping, parking, or charging is higher than ever. This chapter explores the current state and future of ICE, the major changes witnessed over the past year, and the key factors shaping its future, thoroughly identified by a study from the German Center of Automotive Management (CAM). Additionally, it highlights how tailored sports content, such as the innovative “Bundesliga In-Car Stadium” product by DFL Deutsche Fußball Liga, meets these developments.

Historically, ICE was limited to basic audio systems and, more recently, to DVD players and rear-seat screens. The focus was primarily on passive entertainment, with minimal interaction or personalization. According to CAM, the past years have seen significant developments in ICE, driven by improvements in connectivity, interface concepts, and the rise of electric and automated vehicles. Car manufacturers have started integrating new entertainment services, such as video streaming and gaming, directly into their vehicles. This shift is largely due to the increasing adoption of 5G technology, which enables faster and more reliable internet connections on the drive.

Emerging Key Influences

The ramp-up of electromobility and the spread of automated driving systems are particularly significant. As people spend even more time in their cars, either driving or as passengers, the need for high-quality entertainment increases. Automated driving, in particular, allows occupants to focus on entertainment rather than the road, making immersive and interactive content even more appealing. CAM identifies five factors that influence the transformation to a fully immersive ICE: customizability, contextuality, interactivity, proactivity, and dimensionality, which determine how interesting, emotionally gripping, and relevant the entertainment experience is from the customer’s perspective.

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The shift towards more connected and intelligent vehicle ecosystems, new vehicle architectures, and interface concepts is enabling the seamless integration of entertainment content with the car’s environment. This includes linking media content with real-time data from the vehicle and its surroundings, creating a more contextual and engaging experience. Only the intelligent linking of vehicle-specific information and functions (e.g., immediate driving environment, seats, air conditioning) with compelling media content will create tangible added value for customers and thus an additional willingness to pay. This is particularly relevant for emotionally charged media content, making sporting events the perfect fit.

Bundesliga In-Car Stadium: Addressing Market Needs

To benefit as an OEM from these developments in the highly contested automotive market, the right content is needed to address the function of a multidimensional experience. Particularly in times of ongoing consumption trends, as consumers increasingly demand to consume content independently of location and time. The evolving needs of the market are exemplified by the “Bundesliga In-Car Stadium” by DFL Deutsche Fußball Liga. This pioneering product offers an immersive football experience, specifically designed for the in-car environment. By leveraging the popularity of Bundesliga, the product aims to attract car enthusiasts and football fans alike, allowing them to bring their passion along for the ride.

This product integrates with the car’s interior systems, creating a stadium-like atmosphere with synchronized features such as lights, seats, and audio. Different driving situations are catered to with customized content from DFL’s Global Product Portfolio: live matches during long stops, offering a dedicated Bundesliga in-car experience with state-of-the art live streams and highest audio standards; on-demand formats ready for immediate viewing, including highlight clips, matchday interviews with players and coaches and dedicated storytelling about the Bundesliga and its clips; or AI-generated near-live in-match highlights for short stops (e.g. at traffic lights), delivering crucial moments like goals and key plays within seconds of happening. Additional features like live tickers providing up-to-the-minute scores and official match stats, push notifications for match updates, and live audio with dedicated, driving related commentary from experienced sports commentators ensure drivers and passengers remain entertained and updated. This project addresses market developments twofold: first, as a dedicated media rights category enabling sports rights holders to exploit their content inventory, and second, by targeting and implementing ongoing technological trends in the automotive industry or even fostering further technological development for an attractive interplay with the tailored content.

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For car manufacturers to capitalize on the predicted growth in ICE, strategically valuable partnerships with content providers are essential. The “Bundesliga In-Car Stadium” is a prime example of how such partnerships can create a unique and engaging in-car entertainment experience, as demonstrated through the cooperation between DFL and BMW in a pilot case where Bundesliga is delivered into select fleet in an OTT environment. “Such a successful pilot case demonstrates that viewers also enjoy following the Bundesliga in vehicles. The continuous improvement of the immersive experience through technological developments in in-car entertainment systems and the growing demand for suitable, emotionally engaging content confirm that we are aligning with the market trend“, says Dr. Roman Schade, Head of Audiovisual Rights DACH.

Future Trends and Projections

The evolution of ICE is expected to continue at a rapid pace. The market expansion of connected and intelligent vehicles suggests that by 2030, around 31% of all connected cars will offer at least moderately immersive in-car entertainment. Customers will increasingly demand more interactive and personalized entertainment solutions and fitting content, which drive significant innovation. The “Bundesliga In-Car Stadium” demonstrates the potential of ICE to transform the driving experience. As car manufacturers and sports content providers continue to collaborate, the potential for ICE to revolutionize the driving experience is immense, promising a future where time spent in the car is not just about getting from point A to point B, but about enjoying the journey in between and following one’s favorite club in an electrifying atmosphere.

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