Combining stadium LED with quality content to create an engaging matchday platform

Having previously installed stadium screens for West Brom in 2002, the club asked ADI to develop a new solution that would maximise the value of the available space using new technology to create an engaging matchday platform through which to engage fans and deliver commercial value.

The result was the installation of a new stadium-wide digital content platform, utilising 500sqm of LED, to totally transform the club’s commercial and engagement channels.

  • 2 x 118sqm superwide curved LED screens
  • New perimeter digiBOARD LED system
  • Integrated crowd-facing LED display
  • Content creation and matchday production service
  • End to end solution; from design to installation and management


We worked with West Bromwich Albion to dramatically transform the appearance of the Hawthorns Stadium by designing and installing a dynamic new, high impact, digital engagement platform.

At the centre of the transformation, we installed two giant 118sqm curved LED screens, which wrapped around the corners of the stands to maximise visibility for fans in the stadium, and create a compelling platform through which the club could communicate with fans.

The new displays replace older, smaller screens which we’d previously installed in 2002. Despite the 15 year age of the previous screens, they were still fully functional, however, display technology has changed a lot since then and the club needed a bigger and better platform through which to engage with fans on a match day.

Multi-content platform

The cinematic aspect of the huge new displays offers an enormous canvas through which to communicate with fans and deliver match enhancing information. Because of its superwide format, the display can be segmented into multiple zones, meaning that replays can play alongside social media, partner messages or live match data.

At the same time we installed a new perimeter digiBOARD system, offering a high impact commercial platform to target viewing audiences and offer value to sponsors.

Industry leading technology

ADI’s digiBOARD is the UK’s leading perimeter LED technology, and the system installed for West Brom features ADI’s unique crowd facing display, which offers a dynamic digital platform through which to reach the tens of thousands of fans in the stands with a blend of engaging and commercial content.

Content for the new digital displays is controlled by ADI’s matchday production team from our remote production galleries. From here, a dedicated team of producers, match directors, editors, and graphics operators, are responsible for creating and delivering content to entertain and excite fans on matchday.

Having a single team responsible for managing content across every digital display means the club can maximise the value from their investment – synchronising the message across multiple channels to create high impact.