Wasps: A Stadium Wide Digital Makeover

ADI transforms Ricoh Arena with venue-wide digital makeover

23 January 2019

Dan Gray

Marketing Officer

Recently we shared news of a huge new superwide LED screen we installed at the Ricoh Arena for Premiership Rugby Club, Wasps. Measuring a colossal 188sqm – the biggest in UK Rugby – it really was something for us to shout about.

However, with all the attention focused on that single (albeit enormous) display, we wanted to share a little more detail about the rest of the project, which goes way beyond what fans see in the stadium bowl.

In fact, this project was designed to help Wasps communicate with their audience at every stage of the matchday journey – long before fans take their seats. And, with the Ricoh Arena being a seven day a week conferencing and event space, attracting 1.6m visitors a year, it was vital we delivered a solution that could meet the daily changing needs of the venue.

Venue-wide digital transformation

The result was a huge venue-wide installation, encompassing multiple digital displays, which all required the ability to deliver individual content in different zones around the stadium.

The purpose was to provide a platform through which Wasps could engage with fans from the moment they arrive at the Ricoh Arena – enhancing the experience for visitors and creating much more value for commercial partners.

  1. Even before entering the stadium, visitors are greeted by a 44m² LED banner above the entrance offering a platform for sponsorship, club commercial messaging, and matchday news. Beyond matchday, the display is used to provide conference and exhibition information and promote upcoming events.
  2. LCD displays positioned around the Atrium are used to promote commercial partners as well as upcoming events.
  3. A video wall welcomes visitors into the stadium, sharing club messages, images and details of events and organisers.
  4. The super-wide 188m² in-bowl screen provides the perfect platform to engage and inform fans, whilst creating a highly visible canvas for sponsors.

Additional installations included:

  • In bowl scoreboard and clock.
  • Stand-alone totems used to guide visitors on event days.

Balancing Act: Combining Fan Engagement and Commercial Value

It can be challenging to create a platform that balances the needs of commercial partners with the kind of content fans really want.

That’s where we really excel. We’re used to creating platforms that deliver commercial value for our customers. And because we combine the skills of being content creators, and display manufacturers, we were able to help Wasps define their content strategy.

Content is Crucial

The importance of good content can’t be stressed enough. It’s all very well having a stadium-wide network of digital displays but, without the right content, it has very little value.

We put content at the heart of everything we do. That’s why we’ve worked closely with Wasps to develop a solution that combines the very best of our production skills to deliver live matchday content on the big screen, with the flexibility the club needs to take control of all of the content outside of the stadium bowl.

ADI’s remote content gallery

It’s that unique balance of expertise – combining industry leading display technology with creative thinking, and a commercial mind-set, that helps us tackle these kind of big projects in a way that unlocks value for the club, venue, fans and commercial partners.

Contact us to learn more about how we can help you create

Learn more about our solutions in sport here www.adi.tv/sport

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