ADI and Supponor honoured for Virtual Hybrid LED Technology at 2017 Football Business Awards
Stadium technology specialists, ADI, together with augmented reality virtualisation experts, Supponor, have won the ‘Best Use of Technology’ award at the 2017 Football Business Awards.
The award, presented at a ceremony in London, England, on November 2, recognises the impact of Virtual Hybrid digiBOARD technology, which blends ADI’s perimeter LED hardware with Supponor’s virtual replacement advertising technology.
Recognition at the Football Business Awards (FBA) follows success at the Sports Business Awards earlier this year, at which ADI and Supponor’s Virtual Hybrid digiBOARD innovation was named ‘Sports Technology of the Year’.
Virtual Hybrid digiBOARD transforms the commercial potential of digital perimeter advertising by combining traditional LED, visible to fans in the stadium, with augmented reality virtualisation technology, which makes it possible to virtually replace the perimeter content seen by different viewing audiences.
A Virtual Hybrid LED system makes it possible to commercialise the perimeter media inventory in live sport multiple times over by allowing brands to target their message for different audiences, based upon geography, platform or even screen type.
The awards recognise the huge advances in the quality of Supponor’s virtual replacement technology over recent years, in which time, ADI’s Virtual Hybrid digiBOARD has moved from a hardware concept to a complete end-to-end solution that is planned for commercial deployment in English football during the current season.
The first system of its kind, combining visible LED with broadcast quality virtual overlay technology, was installed in the English Premier League (EPL) at Watford FC’s Vicarage Road Stadium in 2016, where it has been used to showcase the technology in the live stadium environment. Other deployments of the technology have been delivered in Germany’s Bundesliga and NFL International matches in London.
This season six English Football League (EFL) and EPL clubs have installed new Virtual Hybrid LED systems or ADI systems, which are upgradeable to the latest virtual technology.
Combined Market Leading Technologies
ADI’s perimeter LED technology is the leading platform in UK football, with 25 permanently installed systems throughout the EPL and EFL. Supponor’s technology is the most successful virtual replacement solution of its kind, having been commercially deployed across the world.
Whereas, previously, such virtual replacement technology was only compatible with ‘static’ non-digital boards, the collaboration between ADI and Supponor has made it possible to integrate the technology with high quality digital LED signage, creating a much broader market for virtual localisation advertising in sport.
Increased Revenue Opportunity
Judges for the Football Business Awards recognised the potential of Virtual Hybrid digiBOARD to transform revenues and enhance fan experience, commenting “The technological breakthrough by ADI and Supponor was a mere dream not that long ago. This technological advancement creates a massive opportunity for clubs & sporting bodies. The market leading solution for augmented virtual reality has huge opportunities in terms of improved fan experience and revenue generation for clubs moving forward. This technology will produce real returns match after match, season after season”.
ADI’s CEO, Geraint Williams, said:
It’s a huge honour for us to be recognised at the Football Business Awards. There was a tremendous amount of competition in the ‘Technology’ category, so we were particularly thrilled that our Virtual Hybrid digiBOARD platform was recognised for its value alongside such highly regarded competition.
There is real appetite in the market for a quality virtual replacement LED perimeter solution and, from a technical perspective, we’ve designed a complete end-to-end solution that is ready for deployment.
Supponor’s Charlie Marshall, added:
With the addition of LED-ready signage displays, virtual overlay perimeter technology is now able to support the requirements of those clubs committed to the visual in-stadium experience – putting virtual adoption at a real tipping point.
Supponor is delighted that the platform we’ve developed with ADI has been recognised as the industry leader – by industry leaders. It’s incredibly exciting that, after years of development, the 2017/18 season should see the first UK commercial deployment of Virtual Hybrid LED technology, which is set to change the face of perimeter media rights in sport forever.
Check out Katie McIntyre’s video interview with ADI CEO, Geraint Williams, during the Soccerex Global Convention earlier this year, simply click here or click on the video below.
Image caption (top): ADI and Supponor collecting their ‘Sports Technology of the Year’ award at FBA 2017