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DFL appoints Heyden to drive digital innovations

Andreas Heyden has been granted further responsibility within the German Football League (DFL) by being appointed executive vice-president of digital innovation.

Heyden will take on the new role from July 1, in addition to his current post as managing director of DFL subsidiary DFL Digital Sports. He will report directly to DFL managing director Christian Seifert.

Heyden’s new remit will also include oversight over content development for the Virtual Bundesliga esport competition.

The appointment comes as DFL centralises its digital innovations efforts, with the League stating that it plans to further develop in this area, as well as raising value creation potential, with regards to media production and virtual content.

The 45-year-old joined DFL Digital Sports in February 2015, following a spell with German media company ProSiebenSat.1.

Earlier this year, Heyden spoke with SportBusiness Professional about the Bundesliga’s social media strategy.