Bundesliga’s AI localisation PoC tests commentary and graphics for regional world feeds

A Supercup trial explored two approaches each for translated graphics and AI commentary, but Bundesliga Media says quality, editorial depth and latency require further work before any production decision.

Bundesliga Media has disclosed an AI-based localisation proof of concept run around the 2026 Franz Beckenbauer Supercup, aimed at producing regional-language versions of its English-language world feed. According to SVG Europe, the trial was conducted with Amazon Web Services and covered commentary, on-screen graphics, cloud workflows and streaming distribution.

The stated goal is to create localised feeds for markets where matches are not available with local-language commentary. Bundesliga Media said conventional local commentary can require personnel and financial resources that cannot be supplied for every game. The proposed workflow would pair localised commentary with the original stadium sound, retaining the live atmosphere while translating information such as line-ups, scorers and scores.

For graphics, the PoC tested a data- and trigger-led workflow from Vizrt, in which translations are prepared from existing data and played out automatically, alongside Mobii’s approach of identifying graphics in the English feed, translating them and rebuilding them in real time. Bundesliga Media said both methods were functionally viable, while noting that they require further testing within its infrastructure.

The audio trials took two different routes. Camb.AI handled real-time translation of the English live commentary, while ValkaAI generated independent target-language commentary using match data, video and editorial sources. Logic was responsible for workflow orchestration and merging the signal components.

Bundesliga Media said both audio approaches established basic technical viability, but fell short of its intended standard in areas including commentator-voice naturalness, language quality, editorial depth and latency. No objective performance figures for delay, translation quality, graphics accuracy or reliability were disclosed.

In subsequent comments reported by SVG Europe, Bundesliga Media senior vice president of product management and innovation Dominik Scholler said the organisation was continuing work on localised feeds incorporating graphics, audio and subtitles, and was working closely with AWS. He described low-latency streams as a mandatory requirement for a workflow built around cloud and AI, and said Bundesliga wanted to assess its value with international media partners.

The project remains a trial rather than a production deployment. Bundesliga Media is drafting a continuation roadmap and has not announced a supplier selection, rollout timetable or target languages. It has also said a future service would need to demonstrate financial viability, verifiable value for media partners and fans, and market acceptance.