WOLVES FC
WOLVES FC FIRST TO DEBUT DOUBLE ROW DIGITAL PERIMETER
Aim:
With promotion to the Premier League, Wolverhampton Wanderers were keen to procure the latest stadium tech to achieve new commercial ambitions, and most importantly create the most innovative promotional platform for advertisers in UK football.
ADI were able to use the Molineux Stadium to test their new concept for double row perimeter, allowing ‘super-sized’ brand content to appear to TV audiences in a world-first for Premier League stadia.
Services:
Consultancy
Content Creation
Double Row digiBOARD
Live Venue
LED screen manufacture
LED screen installation
Groundworks
Service and Maintenance
Power and Data
Production
Matchday Services
Total Stadium Takeover
Virtual Hyrbrid digiBOARD
Visualisation
Molineux Stadium, Wolverhampton
Innovation in Brand Activation
The new platform, spanning a huge 523 linear metres, allows club partners to significantly increase their TV exposure by delivering ‘Mega Minute’ branding during a live match. With the ability to seamlessly stretch brand content across two parallel perimeter systems it effectively doubles the height of the pitch-side advertising, and ensures outstanding coverage for Wolves’ partners.
Commercial Flexibility
Offering further innovation, and flexibility over commercialisation is the integration of ADI’s Virtual Hybrid technology, which can digitally replace the advertising content seen by different audiences watching the same match. This means fans in the stadium view traditional LED content, but TV viewers see tailored perimeter advertising dependent on their broadcast territory, therefore offering greater commercial opportunities on a global scale.
Stadium-wide Platform
In addition to the double-row perimeter system, ADI also installed new digital ribbon and scoreboard, 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.
Matchday Production and Operations
ADI provide a full-service solution in live matchday programming and content delivery, alongside operation of all in-stadium LED. Working from ADI’s remote production galleries and operations centre, a dedicated team create bespoke Wolves content to engage fans in the stadium experience, whilst activating partner brands across multiple digital platforms.
The solution delivered by ADI is truly game-changing. The new perimeter LED offers huge flexibility for how we can help brands activate their message. We wanted to create a digital platform that offers value for our partners, and the ability to deliver supersized brand content really offers that. Combine that with the opportunity to help brands target specific regions using the virtual advertising functionality, and we suddenly have a very compelling platform. ADI understood exactly what we were trying to achieve, and the result has exceeded our expectations.
Outcome:
Wolves offer one of the most sophisticated digital platforms in the Premier League, providing huge value to fans on a matchday and unrivalled opportunities for commercial brand partners with the ‘Mega Minute’, in addition to virtual replacement capabilities for global sponsors.
ADI’s Production team help bring the cutting-edge stadium technology to life though dynamic Wolves and partner content, creating memorable matchday interactions and unique pre-game shows inside the stadium.
