Middlesbrough FC

360 degree dual sided perimeter LED

Middlesbrough FC

digiBOARD: UK football's leading perimeter LED display

Middlesbrough FC

High-tier LED Ribbon Technology

Middlesbrough FC

Concourse Stadium TV & StatZone by Eleven Sports Media

Middlesbrough FC

ADI's remote production gallery controls content across the stadium

Middlesbrough FC Stadium-wide Digital Commercial Platform

Middlesbrough Football Club

ADI, together with Eleven Sports Media, worked with Middlesbrough Football Club to deliver a stadium-wide digital platform that completely transformed the the club’s commercial proposition – creating a platform that added huge value for brand partners on a national and local scale, and enhanced the experience for fans within the stadium. Within just one season the club was able to increase revenue by 47% and boost profitability by 16% as a direct result of the new digital infrastructure and the commercial model that supported it.

Digital infrastructure:

  • World’s first 360 degree dual sided perimeter LED display
  • High-tier LED digiRIBBON display
  • Stadium LED Screen
  • IPTV
  • Stadium TV
  • StatZone

Stadium-wide Integrated Commercial Platform

Middlesbrough Football club faced a challenging commercial environment; competing for sponsorship revenue in a hugely competitive market. The club approached ADI to develop a technology driven solution that would completely transform their commercial partnership platform. At the heart of the digital transformation, ADI installed a new 360° perimeter LED digiBOARD system, with integrated crowd facing display – the first of its kind in world football.

The reverse side of the perimeter system features a crowd facing LED display, which acts as a platform for regional partners to reach the tens of thousands of fans in the stands. Boro are able to deliver crowd targeted messages and regional adverts to fans within the stadium without the need to utilise camera facing media space.

Extending the platform beyond the stadium bowl, Eleven Sports Media installed a new StatZone and Stadium TV network in the concourse and hospitality areas of the stadium, creating an engaging platform through which the club and its partners can reach fans before the game and at half time.

Commercial Success & Expansion

Following the huge commercial success of the digital installation and development of a new commercial model, which led to the club selling out their media inventory, Boro worked with ADI to expand their platform by introducing a new high-tier LED ribbon which allowed the club to create additional partnership opportunities.

Centralised Coordinated Content Delivery

Every digital display in the stadium is connected to ADI’s remote operations centre via the Live Venue fibre network, which means content for every platform can be centrally managed by ADI’s experienced match day team. This means that different zones in the stadium can receive tailored content, with fans in Hospitality areas receiving different content to those in the concourse or in the main stadium bowl. Connectivity also means that content can be synchronised across every platform, providing opportunity to deliver a Total Stadium Takeover experience.


To discuss how ADI’s digital stadium technology can help you to enhance the venue experience and drive significantly greater revenue please contact us using the button below.