Crystal Palace Stadium Transformation - digital perimeter, ribbon and stadium screens

Crystal Palace FC

Total digital stadium transformation at selhurst park for EPL Club Crystal Palace


Looking to modernize, commercialise and future-proof the fan experience, Crystal Palace FC partnered with ADI to help deliver the best digital stadium solutions to achieve their vision, as well as the content that would bring it to life for the fans and partner brands.

The project has seen ADI deliver a huge digital canvas spanning across three sides of the stadium, providing a vastly expanded platform on which to engage with fans and activate commercial partnerships. In total the screens and signage cover nearly 1,000m2 of space across 3 stands and around the pitch within Selhurst Park.


Creative Content
Design Engineering
Digital Signage
LED Screen Manufacture
LED Screen Installation
Live Venue
Service and Maintenance
Sports Presentation
Matchday Services
Project Management

London, UK

complete service

We provided a full project solution for Crystal Palace…

Stadium survey and consultancy
Commercial modelling
System Design
LED Manufactured by ADI
Full installation and LED integration
Creative content from our in-house Studios
Support & ongoing maintenance

Stadium Survey and Consultancy

The project began with a full site survey to ascertain the opportunities for the club and how the existing infrastructure can be enhanced. ADI’s new lightweight MT LED modules are 50% lighter and slimmer than previous generations, opening the possibilities for digital screens and signage to be added to more existing structures and vastly increasing the digital canvas possibilities.

Following the initial consultation, we created 3D video renders to help the club visualise the impact that the new platform would have once installed.

Commercial Modelling

Part of the consultation involved working closely with the board to help them to model and then unlock the potential advertising revenues across the platform. With over 25 years of delivering digital stadium solutions, we’re well placed to advise on the impact they can have on the matchday bottom line.

Stadium-wide platforms provide amazing opportunities for venue-owners to both uplift the value to existing advertisers whilst also bringing on a host of new commercial partners.

System Design

We design and engineer a complete content solution for the club, allowing each screen and sign to be controlled individually and also in co-ordination with others. With nearly 1,000m2 of high-resolution screens there are literally tens of millions of pixels of content to manage and move around, requiring high powered media servers and advanced configurations. Our system design also includes consideration for power and data to be delivered throughout the stadium.

Manufacturing Next-Gen Technology

All the LED in the stadium is from ADI’s MT range of LED modules, designed and manufactured exclusively by ADI. Every module is made to order, and we are also able to design and create any custom elements that may be required, such as bespoke emergency gates for digital perimeter.

Palace opted for the MT 6mm pixel pitch across the whole stadium, creating a future-proof solution that looks as sharp, rich and vibrant as on 4K broadcast cameras as it does from the stadium seats.

Installation and Screen Integration

We provide a full installation service utilising ADI staff. This included removal of existing static signage, before adding the lightweight structural steelwork upon which the MT modules are installed. Because MT is such a lightweight and slimline product, it only requires a very lightweight supporting structure, helping to minimise costs, shorten installation times whilst allowing for digital displays to be installed in locations that previously would not have supported older, more heavyweight products.

The installations took place over the summer break, with the screens live for the first home match of the 23/24 season.

Support and Maintenance

ADI also provide full support and ongoing maintenance on the complete system within Selhurst Park, ensuring the platform looks exceptional on every matchday.

Creative Content

Thanks to the system design, the club can seamlessly co-ordinate content across the whole stadium-wide platform, allowing the club and its commercial partners to create powerful, immersive messaging. ADI’s Studios team worked closely with the club to create stunning matchday content for use both before and during the match. We’ve also created a full suite of graphics that are utilised at key points within the match such as goals, substitutions etc.


Crystal Palace are known for their pre-match activations and the new screens and signage creates a huge canvas to ramp-up the club’s capacity to entertain fans on a matchday. ADI’s Studios team have created several different pre-match shows throughout the season that co-ordinate digital content with music, lighting and pyrotechnics.

Content management is a collaborative process between the Club and ADI, with Palace’s matchday team managing the video mix onto the 65sq.m. 24:9 stadium screen and ADI delivering content across the pitch side and ribbon signage platforms. At various times the platforms combine to delivers what ADI refer to as “Total Stadium Takeover” (TST) which sees all content co-ordinated across every screen – this proves particularly effective for in-match events such as substitutions and goals as well as for delivering high impact, immersive activation for commercial partners.

ADI have played an important role, from the conception of this project right through to delivery and ongoing operation. In addition to upgrading the fan experience, ADI's huge experience in stadium digital platforms, they were able to help us to effectively model the expected returns, as well as provide visualisations to show our partners, giving us confidence to go ahead with the project.

The installation has transformed the stadium - the pre-match show has always been an important part of the matchday for us and we're now able to take this to a new level. It's also enabled us to remove any static branding, creating a far cleaner stadium with the ability for brands to completely take over the whole platform


The consultation process, visualisations and commercial modelling provided by ADI ensured the club and its investors could completely transform the stadium without large-scale construction costs, whilst also delivering commercial value.

The striking transformation of Selhurst park and the addition of the latest stadium technology has totally changed the look and feel of the in-bowl experience for fans. The upgrades have taken the pre-match shows to a new level, enhancing the matchday experience and providing new streams of revenue for the club.


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