British Grand Prix Silverstone

ADI break records once again at Silverstone’s F1 British Grand Prix

KEY FACTS:

  • ADI deploy 59 mobile and modular LED Screens into Silverstone Circuit for the British F1 Grand Prix

  • Over 400k fans attended the race weekend – the biggest audience ever at Silverstone

  • ADI managed and operated the content distribution network – delivering vital race-day information to fans
     
  • Recent contract extension with Silverstone Circuits – ADI remain as official LED screen supplier 

The F1 British Grand Prix at Silverstone is the largest, and arguably the most exciting, live sports event in the UK – and the 2022 edition did not disappoint!

A perfectly timed downpour gave fans an exciting qualifying session, followed on Sunday by possibly the best race of the season so far – with all the drama played out to a record audience of 400k plus fans over the race weekend, on an equally record-breaking fleet of ADI’s large LED screens.

Vital Event Partner

Silverstone is a huge site, and the twists and turns of the track require a massive number of screens to cater not only for those in the grandstands and exclusive hospitality areas, but also for the trackside fans, to ensure everyone is able to get a great view of the action as it happens.

Deploying 59 large-format LED screens and 10 kilometers of HD signal distribution cables into a venue as large as Silverstone over a handful of days takes significant planning, and a highly experienced team.

Our iCONIC 12, 15 and 25 screens, which could be seen down The Mall in London at the Jubilee, were placed mainly in several hospitality areas across the site, providing all the racing action to those away from the track and up-to-date event infotainment and brand activation. While the massive i60, i100 and super-wide i120 screens were situated trackside, hyping up the vast crowds with close-up racing drama – and creating the perfect canvas for brands in between races.

This was our 8th year at Silverstone and the largest deployment of ADI solutions by a stretch, with new screen positions in Hospitality lounges and facing onto Grandstands, alongside totem-style wayfinding solutions to accommodate the record crowds. The detail is all in the delivery; once the Silverstone site gets too busy with other event suppliers and infrastructure, it becomes impossible to maneuver our big screens into position – you also need to know the site extremely well, there’s no turning around an artic lorry if you take a wrong turn. This year, due to time-pressures on site, we put 38 mobile LED screens into position over two days – a new record for us. Our team were quite simply exceptional, bringing their expertise and passion to one of the most prestigious motorsport events in the world, and supporting the Silverstone team in making it bigger and better than ever.

Dave Crowther, Technical Consultant, ADI

Custom Modular Creations

In addition to the fleet of iCONIC mobile LED screens, there were also more than 20 high-res modular LED screens and structures built on site. Some of these were flown from the front of the Silverstone Wing down the Hangar straight, and other structures were built in multiple hospitality and Fan zone areas, including the main Fan Zone Stage.

New for Silverstone this year, were several 4-sided modular LED totem structures. These were installed for wayfinding and infotainment near the entry points to the site, assisting the Silverstone team with crowd management, while also enhancing the race day experience for ticket-holders. The totems were a huge hit with F1 fans, who were queuing up to get photos taken with their favorite drivers being shown on screen, as part of the wide variety of digital content created by ADI.

Content to Keep Fans Informed and Engaged

ADI have evolved the range of services delivered to some of the world’s most prestigious motorsport events, and F1 is no exception. We not only provide LED screen hardware and technical infrastructure, but unique sports presentation solutions and creative content-driven experiences.

ADI managed and operated a site-wide content distribution network, controlling live communications and delivering vital race-day information across a range of LED screens around Silverstone Circuit. This solution allowed our technicians to display content created on-the-fly to suit any changing situations on site, such as warnings not to go on track or displaying reminders to wear sun cream when the sun did finally make an appearance! They also notified fans on stand capacity, gate closures and direction of traffic. Our Studios Division also pre-created pieces of content to be used throughout the day, such as timetables, wayfinding information and dynamic driver profiles for to suit the different sized LED screens.

The Importance of a Skilled and Agile Team

We’re really proud at ADI to have a team of highly-skilled, agile Technicians and Project Managers, who are vital at a live event as huge as the F1 British Grand Prix at Silverstone. The importance of having this support for the client was made extremely clear after the huge crash at the start of the race. When lifting George Russell’s car from the recovery vehicle into the Pit Lane there was damage caused to the fibre connectivity to the screen opposite Abbey Grandstand. However, our team were lightening fast to respond, and were able to rapidly fix the problem in time for the race restart.

More Than Just Racing

When the racing is over, it’s not time to go home for Silverstone fans; there’s entertainment at the Fan Zone stage available every evening of the weekend! In addition to exclusive interviews with the drivers on stage, there were big-name artists such as Bastille, Example, Mabel, and Sam Ryder who performed late into the evening. This year we provided two modular LED screens either side of the stage, plus an effective backdrop screen, which created an engaging set for the artists to perform in front of.

ADI continue to impress us with their ability to support Silverstone Circuit in growing and evolving the F1 experience for our fans. The demand for tickets this year's race weekend was unprecedented, and ADI were able to deploy a record solution that catered for the most spectators we've ever welcomed. It was more than just delivering additional big screens by grandstands, hospitality and track-side locations, the team created sleek LED totem structures for wayfinding and infotainment, with connectivity and content as part of the solution. Over and above the logistics and technical infrastructure for the site, which are tricky in themselves, ADI understand the wider experience, the journey and the activations we want to deliver, and help us achieve them to a spectacular standard.

Alex Lacey, Operations Director, Silverstone Circuit

A UNIQUE EVENT

This incredible British event is a highlight in the ADI year – it’s unlike any other. This year was bigger and better than ever before, with our state-of-the-art LED Screens and race day content keeping fans engaged, entertained, and informed throughout a record F1 weekend.

Long-term Partnership

ADI were pleased to recently secure a contract extension with Silverstone Circuits, which will see us remain as official LED screen supplier. We’ll continue providing our market-leading LED display hardware, technical production and content services across their annual programme of motorsport fixtures and live events, with the Monster Energy British Grand Prix MotoGP coming up next on the 5th-7th August 2022.

If you’d like to find out more about our range of mobile or modular screens for your live event, please contact us on 0800 592 346 or email: info@adi.tv.

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