Werder Bremen sign MaxAmaze as premium partner tied to LED upgrade

Werder Bremen have added MaxAmaze as a new premium partner as the Bundesliga club pushes ahead with a stadium infrastructure upgrade aimed at expanding sponsor visibility and improving the in-bowl fan experience.The Belgian stadium technology group will install a new LED ribbon at the middle tier of the Weserstadion during the summer, with the system running across the North, South and West stands.The club said the installation will cover more than 400 square metres of LED surface and is intended to meet international standards for brightness and presentation.Hans-Jörg Otto, managing director of Bremer Weser-Stadion GmbH, said: “With MaxAmaze we are gaining an innovative partner who not only convinces technologically, but also shares our long-term vision for the Weserstadion.”Otto added: “The new LED infrastructure is an important building block to make our stadium fit for the future and to offer our partners attractive presentation opportunities.”The partnership combines a capital project with a sponsorship tier, a structure clubs increasingly use to align commercial partners with tangible upgrades that create new inventory and measurable matchday delivery.A larger, continuous LED footprint can increase the number of sellable advertising rotations and improve camera-facing exposure, particularly for broadcast angles that struggle to capture legacy perimeter boards.It can also support more dynamic in-stadium content, including integrated graphics, wayfinding prompts and event presentation elements that strengthen the overall matchday product.Klaas De Coster, chief executive of MaxAmaze, said: “Our task is to work with clubs in the long term, not only to provide the infrastructure, but also to support the further development of stadiums.”De Coster added: “Partnerships like this with Werder Bremen enable us to combine technology, visibility and collaboration in a unified approach.”MaxAmaze positions itself as a specialist in connected stadium systems, bringing LED and immersive audio into an integrated set-up that can be managed as one environment rather than separate supplier stacks.Werder’s decision to tie a premium partnership to the upgrade also reflects a broader trend in stadium commercial strategy, where clubs use infrastructure investment to refresh sponsor packages and defend value in a market where brands expect clearer performance reporting.Financial terms of the agreement were not disclosed, and Werder did not detail the inventory rights MaxAmaze will receive as part of the premium partnership.The LED installation is scheduled for completion in the summer ahead of the new season, giving Werder a new platform for partner activation and in-stadium presentation from the first matchday onward.