Case Studies

ADI have a long relationship with West Ham, dating back to our installation of Upton Park’s first LED screens over a decade ago.

Recently ADI were contracted to install new, larger Virtuality LED screens as well as provide West Ham with the UK’s first digiBOARD system.

The new Virtuality screens were installed in place of the club’s ageing Philips screens, and West Ham took the opportunity to increase their size by 50% to 44m² as well as change their aspect ratio to the modern broadcast standard 16:9.

UK First

West Ham were the first UK Club to take delivery of ADI’s innovative digiBOARD system, which was installed around 3 sides of Upton Park (facing broadcast cameras), with 51 boards totalling 261m in length. West Ham were attracted by the 0.64m height of the system, meaning the system complied with the site-lines in the stadium for the static advertising it replaced.

Advertising for the boards has been handled by West Ham’s existing Sales team and televised matches have seen a massive increase in advertising revenue for the club, meaning that initial financial outlays for the cost of the system are due to be met by advertising revenue.

Flexibility

digiBOARDs offer far more flexibility to advertisers, with the instant updateability of them meaning that they can be utilised for product-led campaigns rather than brand-building promotion favoured with static boards. It also allows for closer integration with other media in integrated campaigns – particularly useful for televised matches which will allow them to co-ordinate content with advertisements in the commercial breaks.

As well as an advertising medium, West Ham have worked with ADI to include the digiBOARD as a factor in our matchday programming (which ADI also produce for our stadia LED screens) and they now form an integral part of the pre-match warm-up, showing club graphics to heighten the fans’ atmosphere within the stadium.

Scott Duxbury, Chief Exec at West Ham says: “ADI have worked with us for many years as our official LED screen provider and the relationship we enjoy with them means we were receptive to the digiBOARD idea when they brought it up with us last summer. Their years of experience in the LED screen business means that they were the ideal partner in our eyes.”