BMW Next Gen Game Court – Germany's First Fully Digital Sports Floor
Strategic Experience Consulting & Concept Development
Strategy. Emotion. Innovation. At the new BMW Park.
WHY – Why does the BMW Park need more than just a new name?
Because BMW isn't just changing signage – they're creating a statement. The transformation of the former Audi Dome into the BMW Park marks more than a name change: it establishes a new venue that connects identity, emotion, and innovation. As the new home of FC Bayern Basketball and a strategic partner of the club, BMW is building a physical and emotional space that reflects the brand's core vision – bringing the future of mobility to life in a way that's immersive, electrifying, and deeply human.
Our role: to support BMW with strategic, conceptual, and operational excellence – and to develop an experience that would set new standards. The result: the BMW Next Gen Game Court – Germany's first fully digital basketball floor, and a game-changing innovation in the world of sports and brand activation.
HOW – How do you turn brand values into a next-gen arena experience?
By intelligently integrating technology, content, and design into a single platform. At the center: the ASB GlassFloor Full LED – a first of its kind in Germany and the Basketball Bundesliga. This permanent installation transforms the court into a dynamic stage for game-day storytelling, immersive entertainment, and brand interaction. Whether for training, games, or events – the surface adapts in real-time, turning the arena into a flexible canvas for performance and experience.
In close collaboration with BMW, FCBB, and ASB, we developed a modular usage concept that connects entertainment, sports, brand presence, and commercial potential – all aligned with BMW's innovation leadership.
WHAT – What did we deliver?
We developed and implemented Germany's first fully digital basketball court at the new BMW Park – a hybrid of sports surface, event stage, and media platform. With the ASB GlassFloor Full LED as its core, the BMW Next Gen Game Court enables immersive real-time visuals, next-level storytelling, enhanced training capabilities, and unprecedented brand integration right on the floor.
The court creates new dimensions of fan engagement, sponsor activation, and monetization. Whether it's pre-game shows, branded experiences, data-driven drills, or highlight-driven content formats – this is where sport meets spectacle. The system is also built for flexibility: ideal for roadshows, side events, or mobile brand showcases.
The media impact has been exceptional: coverage by Kicker, ran, Horizont, W&V, Business Punk, and major traction across social media, sports platforms, and innovation networks. The BMW Next Gen Game Court even served as inspiration for formats like the NBA All-Star Game 2024.
We're proud to have contributed the core idea and concept to this milestone – and to have written a small but powerful chapter in sports history.
Client
BMW Group
In Cooperation with
Sponsorplan, ASB GlassFloor
Expertise
Strategic Experience Consulting
Concept Development
Brand Strategy
Sports Innovation
Experience Design
Content Strategy
Technology Integration