Wolves installs supersized LED advertising display


English Premier League soccer side Wolverhampton Wanderers FC has installed a new double row perimeter LED display that enables supersized advertising content and enhances gameday revenue.

The new system, which has been designed and installed by stadium technology experts ADI, offers content stretched across two parallel perimeter LED systems, which either enables two advertisers to appear on top of each other on the ribbon, so more space can be sold; or, for more impact, sponsors can purchase ‘Mega Minute’ branding during a match that takes up the whole board, effectively doubling the height of regular advertising space for the audience to see.

LED perimeter video boards

Mega Minute comparison on new LED perimeter displays

“The solution delivered by ADI is truly game-changing. The new perimeter LED offers huge flexibility for how we can help brands activate their message. We wanted to create a digital platform that offers value for our partners, and the ability to deliver supersized brand content really offers that. Combine that with the opportunity to help brands target specific regions using the virtual advertising functionality, and we suddenly have a very compelling platform. ADI understood exactly what we were trying to achieve, and the result has exceeded our expectations,” said Laurie Dalrymple, managing director, Wolverhampton Wanderers FC.

The system is also able to display tailored advertising – taking into account in which country the game is being broadcast – using augmented reality and ADI’s virtual replacement LED technology.

“Nobody has ever attempted to deliver a digital platform quite like this before so we relished the challenge. We worked closely with Wolves to define the solution, which also extended to the installation of a new LED ribbon and the integration with stadium screens. The result is a hugely compelling fan engagement and commercial platform through which we can synchronize the content delivered across every digital display in the stadium,” said Geraint Williams, CEO, ADI.

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James has been Editor of Stadia since 2018 having worked at print and digital magazines and websites around the world covering everything from lifestyle to sport, technology, motoring, and more. He also edits Electric & Hybrid Vehicle Technology International.

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