Worcester vs Saracens Net Zero Matchday

ADI #ConvertToZero with Worcester Warriors

ADI helped Worcester Warriors demonstrate that a large sporting event can be run sustainably when Saracens visited Sixways on Saturday April 30 for the club’s first #ConvertToZero match.

As long-term creative content delivery partners and suppliers of the digital display technology in Sixways stadium, ADI consulted the club on the best way to achieve a reduction in energy use on matchday – without losing the impact of the environmental messaging the club wanted to convey to fans.

We implemented a number of measures, including the creation of new content specifically designed to minimise power and help the club achieve their goal of hosting a carbon neutral game.

Sustainability Pioneers

Warriors are the first professional rugby club in Europe to sign up to the United Nations Sports for Climate Action, and plan to be net zero by 2040. The aim of the #ConvertToZero match was to showcase Warriors’ commitment to environmental sustainability and promote responsible consumption – educating staff, players and  supporters about small changes they can make to help tackle climate change.


In 2019, ADI were commissioned to assist in reinventing Worcester Warrior’s Sixways Stadium to bring enhanced value to fans and the club’s commercial brand partners. ADI proposed to deliver this through a full digital transformation of the South Stand at Sixways Stadium – which included 260㎡ of integrated LED display technology, controlled by a content management system. The CMS gives the flexibility to deliver separate content across each display, or synchoronise the output across the entire platform, known as Total Stadium Takeover. This makes Worcester Warriors one of the most digitally advanced stadiums in Premiership Rugby.

In order to achieve the club’s net zero energy goals on matchday, ADI suggested two main areas: reducing the brightness across all screens and signage, and also creating content that would draw less power when displayed. 

ADI’s Studio’s team also created bespoke matchday content, incorporating black backgrounds into the design of the video messaging and animations. This meant the energy requirements of the screens were reduced, by minimising the number of LED’s emitting light at any time.

It was fantastic to see so many of our partners and suppliers supporting our #ConvertToZero Matchday and the team at ADI were fantastic in assisting our efforts to host a carbon neutral match. As well as reducing the brightness of our screens on matchday, many aspects of our video content was able to be edited to use black backgrounds, allowing us to save even more energy.

Highlighting The Climate Crisis

This isn’t the first time ADI have been involved with pioneering sports projects.

Last year we partnered with Forest Green Rovers and Powervault to install football’s first renewable-energy digital perimeter display. The forward-thinking project utilises the benefits of our LED digital display technology, Powervault’s energy storage solutions, and Forest Green Rovers sustainability ambitions.

In addition, we supported the brand new Electric Racing series Extreme E with cutting edge sports presentation and technical production. This series highlights environmental issues and the climate crisis, by visiting the globe’s most remote landscapes – and only leaving behind legacy projects, beneficial to the local environment and communities.

In stadiums across the country every week, our Live Venue Broadcast delivery offers a far more efficient and sustainable solution for matchday programming – staff are centralised in one location, minimising journeys for matchday operators. This not only provides cost savings to clubs, it also means the carbon footprint of each match is reduced. 

Lining Up For a Greener Future

ADI were proud to be involved in the #ConvertToZero match – it’s fantastic to see a Premiership club leading change by example.

The club aims to use the real-world learnings and data provided by the match to shape a blueprint for how rugby clubs and sports venues in general can reduce their carbon footprint on matchdays, without reducing the enjoyment and matchday experience for fans.

Find out how ADI are playing a part in environmental awareness projects what we are doing as a company to improve our position on green issues – or contact us to find out what we can do to make your LED more sustainable and reduce energy use during your event.


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