Digital Transformation at the City Ground

We worked with EFL Championship club, Nottingham Forest, to deliver a stadium engagement solution, which features a brace of high resolution Virtuality LED screens and a full broadcast arc of digiBOARD digital perimeter signage.

Content for the digital displays is delivered via our Live Venue high speed fibre network, delivered live from ADI’s production galleries.

The project combines technical and content solutions to help the club build a strong engagement and commercial platform as the club target re-entry into the Premier League.

Stadium Hardware

Nottingham Forest fans saw a huge boost to their matchday experience thanks to the installation of a new digital platform at the City Ground. Central to this was the installation of two giant video screens, with a a 30m² display in the Bridgford stand and a 40m² screen pitch-side between the Trent End stand and the Brian Clough stand, built using ADI’s high resolution Virtuality v8 technology.

The screens are supported by a 245m run of digiBOARD digital perimeter advertising, with a full broadcast arc around three sides of the pitch.

ADI provided Forest with a complete engineered, manufactured and installed solution, utilising our own in-house departments to deliver the project on time for their Boxing Day fixture. Doing so allows us to better control of all processes and creates better accountability from a club perspective. Following installation, ADI provide full management and maintenance of stadium hardware, again utilising in-house staff and including a screen technician at City Ground for each home encounter.

Fan Friendly Features

The screens include a number of fan-friendly features, including an integrated digital scoreboard and clock, while matchday programming and commercial messages are broadcast live as part of the dynamic entertainment platform.

ADI provide a full production package for Forest, including the creation of in-stadium channel Forest TV and a full branding template to be used across multiple media channels. ADI’s production department work in close collaboration with the club’s media department to produce bespoke pre-match programming for each matchday, with unique content helping to encourage supporters to arrive early and adding tangible value to the matchday experience.

Live Venue Connectivity

City Ground features full Live Venue connectivity, meaning the club didn’t need to invest in on-site studio equipment and creating additional savings on staffing costs. Instead ADI’s production team are located in one of our Live Venue studio galleries from where all content – pre-produced and live content, graphics, promotional content and digiBOARD advertising – is delivered via dedicated fibre optic lines.

Live Venue also provides the club with fan engagement opportunities beyond the stadium and for the future, with the ability to repurpose content for multiple uses and broadcast or stream it to supporters across the globe in the blink of an eye.


“We have a strong vision for our brand, our stadium, our commercial partnerships and the experience of our fans.

ADI’s solutions are delivering on every level, with a stadium-wide platform that enhances the matchday for our supporters and provides a cutting-edge look to the stadium, while offering significant commercial prospects. ADI bring vast technical and creative expertise to the club.”

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