Roger Hampel
Photo Credit: Bayer 04 Leverkusen
Bayer 04 Leverkusen, in partnership with German tech start-up GIPEDO, has launched a new self-service digital portal that aims to streamline how football clubs and commercial partners manage sponsorship assets and advertising content. The new platform, known as the GIPEDO Workspace, replaces legacy tools like Excel files, USB drives, and fragmented email chains, offering a centralized and automated system for sponsor interactions.
From Manual to Modular: A Shift in Sponsorship Management
Following a successful pilot program conducted with selected Bayer 04 partners during the current campaign, the portal is now fully operational. The system allows sponsors to independently upload and manage their LED and virtual advertising content, monitor performance, and communicate directly with club staff—reducing delays, errors, and operational complexity.
Key features of the platform include:
Real-time campaign updates and instant publishing of animated perimeter ads
Digital file sharing without reliance on external storage tools
Two-way communication and feedback loops within a single interface
Full integration with both LED systems and virtual advertising channels
According to Josua Lehr, Head of Pre-Sales and Product Development B2B at Bayer 04 Leverkusen, the system enables the club to operate with greater efficiency and flexibility, significantly reducing resource use on both sides of the partnership.
"No more Excel lists or USB sticks. The new portal makes working with sponsors smoother and more scalable," Lehr stated.
Designed with Clubs, Built for Sponsors Bayer 04 Leverkusen GIPEDO
As a co-development partner, Bayer 04 played a hands-on role in shaping the platform’s capabilities and user experience, ensuring that the portal addresses real-world sponsorship needs from a club operations perspective.
Lars Gantenberg, Co-Founder and CEO of GIPEDO, emphasized the broader significance of the launch:
"This is a unique service offering from clubs to their partners. Sponsors gain flexibility and self-service capabilities, while clubs benefit from leaner workflows and better scalability. It’s a win-win for the modern sports sponsorship model."
Raising the Industry Standard in Sports Sponsorship Technology
With increasing demands on both sponsors and clubs to deliver fast, adaptable, and personalized activations, digital infrastructure is becoming essential to modern sponsorship models. GIPEDO’s platform positions itself as a plug-and-play solution for football clubs seeking to professionalize the way they manage B2B communication, asset delivery, and advertising deployment.
This development also aligns with broader industry trends toward digitization in football’s commercial operations—where self-service platforms are becoming standard across sectors like ticketing, hospitality, and merchandising.
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