Sports Business Awards Success

Gold for ADI at the 2018 Sports Business Awards!

7 June 2018

Dan Gray

Marketing Officer

We’re delighted to share news of some more awards success – this time for our Virtual Hybrid digiBOARD technology, which has been named ‘Sports Tech of the Year’ at the 2018 Sports Business Awards!

The award makes it the fourth such honour we’ve won for our Virtual Hybrid tech over recent months, and we are very pleased to share the title alongside our partners Supponor and Largardere Sports.

Virtual Hybrid LED is a game-changing technology, developed by ADI and Supponor, which combines visible LED with virtual overlay technology. The solution makes it possible to change the perimeter LED board content seen by different audiences watching the same match around the world. In essence, the tech makes it possible to commercialise 90 minutes of media inventory multiple times over by targeting individual audiences with different brand messaging.

The focus of this award recognised the impact of the technology in Germany’s Bundesliga, where Virtual Hybrid will be fully deployed from the start of the 2018/19 season following recent approval of the technology by the DFL.

Sports rights holders, Laragdere Sports, have invested in a new system which will be used for all Borussia Dortmund matches from the start of next season. Philipp Hasenbein, Managing Director of Lagardère Sports Germany and President of European Football at Lagardère Sports, explains:

“By introducing virtual advertising – together with our partners and the DFL – we were able to introduce a technical innovation in the Bundesliga that will multiply the marketing opportunities of clubs and sponsors and further advance the internationalisation of the Bundesliga. We have been working together as an international team for many months to achieve this breakthrough and are more than proud to have received the Sport Business Award, a prestigious industry award for this outstanding teamwork”.

Judges for the Sports Business Awards commented that our technology was:

“A clear winner that will provide a massive impact on revenue generation for any sport with TV opportunity… A huge step forward in technological innovation and the implications for the commercial value and global reach of sport and messages related to sport (not just product advertising) is significant.’”


We’re very proud to say that this award joins a host of others won over the past 12 months – and is a real demonstration of the faith the industry has in our proposition:

  • 2018 Sports Business Awards – Sports Tech of the Year
  • 2018 Sports Technology Awards – Best Technology for Sports Commerce
  • 2017 Football Business Awards – Best Use of Technology in Football
  • 2017 Sports Business Awards – Sports Tech of the Year

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Article author

Dan Gray

Marketing Officer

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