ADI deliver outstanding sports presentation at The FA Women’s Continental Tyres League Cup Final

In a repeat of the previous year’s final it was Chelsea and Arsenal women’s first teams that battled it out, but for 2024 they played in front of a record-breaking crowd (21,462) at Wolverhampton Wanderer’s Molineux Stadium. As part of a wider contract with England’s Football Association (The FA), ADI were on-hand to deliver innovative sports presentation for the fixture, as seen across numerous matches and internationals for England Lionesses and England U21’s.

The two teams did not disappoint with the London clubs putting on a great match, and we did our part, providing seamless event delivery, engaging opening and closing ceremonies, fan activations and contributed to an amazing matchday experience – it’s safe to say the in-stadium atmosphere was electric from start to finish.

The Delivery

Molineux Stadium is one of the 50+ sports venues ADI supply with extensive solutions and this matchday featured a ‘multi-layered’ delivery from our teams. This included sports presentation, remote production services over Live Venue connectivity – managed from our headquarters in Preston – and stadium-wide LED screens and digiBOARD.

This was the second year that ADI’s dedicated sports presentation team were coordinating the activations throughout the matchday – with last year’s delivery taking place at Crystal Palace’s Selhurst Park. Like last year’s final, fan engagement, brand activation and promotion of women’s football were the main focus of the matchday.

Sports Presentation – Fan Activations

To build atmosphere and encourage direct participation from the audience, a variety of pre-match and half-time activations were led by our very own Event Presenter. These saw two members of the crowd, one supporter from each team, brought pitch side to take part in a head-to-head skills challenge, which included Goal Scoring, ‘Closest to the pin’ and Kick-Ups.

With the simple scope of the challenges, along with full stadium-wide coverage using the big screens they were excellent activations to further the competitiveness and interactivity of both sets of fans.

Exclusive prizes were awarded to the winning contestant through a bespoke digital wheel – which was played through the big screen. Simultaneously, ADI and FA staff walked the perimeter of the pitch launching Continental Tyres beanies into the crowd.

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Sports Presentation – Ceremonies

ADI have a huge amount of experience delivering engaging ceremonies for live sport – working with multiple federations across a range of different competitions and events. For this specific fixture,  ADI coordinated the on pitch flag and banner choreography which combined with audio, stadium LED content and light show as the teams arrived on pitch. 

Post match, Arsenal were crowned winners and celebrations ensued with a trophy lift moment, incorporating SFX, music and coordinated content across the stadium LED to enhance the in-venue experience.

ADI have proven to be a reliable, knowledgeable and creative partner for our sport presentation and ceremonial requirements at ‘On The Road’ fixtures. Their teams bring huge expertise in live stadia environments and football, while understanding how to evolve spectator experience and elevate partner brands through applications in creative content, live entertainment and on-pitch activations. From the pre-production stage they ensure that the entire process is calm and seamless, with fun, agile and experienced staff.

ADI INFRASTRUCTURE AT Wolverhampton Wanderers FC

Molineux Stadium feature 523 linear metres of ‘Mega Minute’ digiBOARD, LED ribbon and 2 large stadium screens from ADI – with custom software that allows coordinated content and messaging to be deployed across all LED platforms inside the Molineux Stadium. ADI’s Total Stadium Takeover software helps the club ramp up atmosphere and add impact as part of their popular pre-match light shows, while offering incredible exposure for commercial partners.

ADI provide a full-service solution in live matchday programming and remote content delivery, alongside operation of all in-stadium LED. Working from ADI’s remote production galleries, a dedicated team deliver bespoke Wolves content, live graphics and entertainment features to engage fans in the stadium experience, whilst activating partner brands across multiple digital platforms.

THE Growth and Success OF Women’s Football

Within the last decade the popularity and reach of women’s football in England has more than doubled in size – seeing more than 12,000 women’s clubs being registered with The FA as of 2024, compared to the 5000 back in 2017.

A contributing factor to this massive influx in passion, interest and support can be correlated to the success of the England Lionesses and their winning campaign at UEFA’s European Championships in 2022, which is why ADI are thrilled to be supporting the sport and it’s high-profile fixtures and fan experience, and continuing the impressive growth and reach already achieved.


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