ADI Digitally Transform Oxford United’s Kassam Stadium

KEY FACTS:

  • A new MT series digiBOARD perimeter solution around the three camera-facing sides of the stadium.

  • A new superwide 30m2 screen in the West end of the Kassam Stadium.

  • ADI announced as official LED Display Partner.

  • Club branded creative designed by ADI.

  • Full in-house training provided for matchday content management and delivery.

League One outfit Oxford United FC have invested in a new digital perimeter system and superwide LED screen, with ADI becoming the Club’s official LED Display Partner as part of the deal.

Venue transformation specialists adi.tv have put a brand-new digiBOARD system into Oxford United’s Kassam Stadium, with a 30m2 LED screen also installed at the West end of the ground.

The next-generation perimeter solution went live on Saturday 26th November during the club’s FA Cup Second Round tie against Exeter City, while the superwide LED display was fully operational for the huge Third Round clash against Premier League table-toppers Arsenal.

As part of a multi-year deal, ADI have been announced as Oxford’s Official LED Display Partner and have trained the on-site production team to effectively manage and deliver matchday content in real-time.

Superwide Display

The U’s opted for a 10mm resolution LED display to be installed directly behind the goal, which maximises the viewing angle for spectators.

The installation is set to enhance the matchday experience for fans, but also equip the commercial team with a digital canvas designed for more creative advertising solutions.

In-game, the platform can be used in a multitude of ways, with the Club’s in-house production crew now able to display the line-ups, time, score and key match moments in a more engaging manner.

Digital Perimeter Solution

Alongside the screen, The Kassam Stadium is now home to ADI’s innovative digiBOARD product that covers all three sides of the broadcast camera arc.

The LED perimeter solution currently sits within 31 UK sports stadiums and uses ADI’s proprietary MT product.

It is available in a range of height options, which makes it configurable and easily scalable for all stadium types; a huge benefit for all clubs throughout the football pyramid.

By moving away from the traditional static advertising boarding, it enables the commercial team to sell more advertising space to brand partners and matchday sponsors without any limitations.

The League One outfit have chosen a 640mm system with a 10mm pixel pitch, with 245 linear metres. 

You can see it in full flow below.

“With the installation of a digital perimeter system and LED screen, Oxford United now have a first-class digital platform in which to attract and promote commercial partnerships for the club. Atmosphere-building content and key messages can be distributed directly to the spectators inside the stadium, which also presents a host of fan engagement opportunities."

- Claire Fitzgerald-Firth, Head of Engagement & Client Services, ADI

Stadium Transformation

With the Arsenal fixture broadcast live on ITV, the superwide screen and camera-facing digiBOARD solution provided Oxford’s sponsors with instant access to a global TV audience, generating new revenue streams for both the club and its sponsors.

The installations support the Club’s ambitions of digitalising the in-bowl displays and boosting fan engagement on matchdays.

They now have the same quality of product that is used by some of the world’s most renowned football clubs and venues, giving them a multi-faceted in-bowl platform to deliver key messages to spectators.

"We are confident that the combination of our new big screen and perimeter platform will significantly enhance the experience of all supporters at the stadium. Working with adi.tv has been a pleasure and I'd like to thank them for making sure the display was fully operational for the Arsenal game. They are leaders in their field and we're pleased to have them on board as our LED Display Partner moving forward."

- Tim Williams, CEO, Oxford United

Images: Jason Dawson at JASONPIX

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