Wolverhampton Wanderers supersize their perimeter LED display

Wolverhampton Wanderers has achieved a Premier League first with the installation of a new double perimeter LED system, which has the unique ability to deliver ‘supersized’ branded content to audiences watching on TV.


The new platform, designed by stadium technology experts, ADI, will allow the club’s partners to significantly increase their exposure by delivering ‘Mega Minute’ branding during a match. The new technology makes it possible to seamlessly stretch sponsors’ content across two parallel perimeter LED systems – effectively doubling the height of the advertising display seen by the TV audience.


The double row perimeter system installed at the club’s home ground, Molineux Stadium, went live in September. It has been designed to create value for commercial partners, who will use the platform to increase the impact of their messaging amongst the global Premier League audience.


The system was activated for the first time during Wolverhampton Wanderers clash with Southampton FC, periodically delivering ‘supersized’ content to offer brands a larger digital canvas through which to communicate their message.


Left: Mega Minute content in action. Right: Double row perimeter displaying individual content


Offering further flexibility for how the club can help brands activate their partnerships, the LED system also features ADI’s Virtual Hybrid technology, which can digitally replace the advertising content seen by different audiences watching the same match. It means fans in the stadium would see traditional LED content, whilst viewers watching the same match in different countries could see brand content tailored to their region.


Wolverhampton Wanderers have become the twelfth UK club to invest in ADI’s virtual replacement LED, which has been developed with Augmented Reality experts, Supponor.


Wolves’ Managing Director, Laurie Dalrymple, commented:

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.


Geraint Williams, ADI’s CEO, commented:

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 synchronise the content delivered across every digital display in the stadium.


Main image (top): Mega Minute content seamlessly spanning two perimeter displays


Images, courtesy: ADI



Europe’s first Premium Seat event, ALSD International, being held in London next week, October 10-12, will see 60+ industry experts discussing all aspects of this dynamic sector, including an Innovative Tech Panel, sponsored by AVIXA (Audiovisual & Integrated Experience Association), which will focus on AudioVisual Experiences & New Business Opportunities, and a panel sponsored by LiveStyled that will look at Leveraging Technology for Enhanced Premium Amenities & Hospitality. With some 220+ participants from clubs & teams, leagues & federations, stadia, arenas & sports venues, architecture & design firms, facility owners & managers, producers & suppliers having already secured their places, this is a must-attend event for everyone involved in this industry niche. 


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