Emerging Tech, Data & Media

Wolves claim Premier League first with ‘supersized’ LED system

New double perimeter platform provides partners with enhanced exposure during TV broadcasts.

by Sam Carp

Wolves claim Premier League first with ‘supersized’ LED system

Top-flight English soccer side Wolverhampton Wanderers have claimed a Premier League first by installing a double perimeter LED system at their Molineux Stadium to deliver ‘supersized’ branded content to viewers watching on TV.

The new system, which has been designed by technology company ADI, will see the club’s commercial partners benefit from significantly increased exposure during broadcasts.

The ‘mega minute’ branding makes it possible to stretch a sponsor’s content across two parallel perimeter LED systems, which ultimately doubles the height of the advertising display seen by the TV audience.

The system, which was first used during Wolves’ 2-0 win over Southampton last weekend, is also equipped with ADI’s virtual hybrid technology, which means fans in the stadium see traditional LED content, while viewers watching the same match on TV in different countries see brand content specific to their region.

“The new perimeter LED offers huge flexibility for how we can help brands activate their message,” said Wolves managing director Laurie Dalrymple. “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.”

The move makes Wolves the 12th club to buy into ADI’s virtual replacement LED, which the company develops in partnership with augmented reality specialists Supponor.

“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,” added ADI chief executive Geraint Williams. “The result is a hugely compelling fan engagement and commercial platform through which we can synchronise the content delivered across every digital display in the stadium.”

Wolves sit ninth in the Premier League following a strong start to life back in English soccer’s top flight. They travel to Selhurst Park to take on Crystal Palace in their next game on Saturday.