Worcester Warriors Stadium and Ribbon




Worcester Warriors wanted to reinvent the Sixways Stadium to bring enhanced value to fans and the club’s commercial brand partners. ADI proposed to deliver these objectives through a combination of new digital display technology and creative matchday content; designing a full LED transformation of the South Stand, and providing extensive production services to bring the digital platforms to life on a matchday.


Design Engineering
LED screen manufacture
LED screen installation
Service and Maintenance
Matchday Programming
Project Management
Matchday Services

Sixways Stadium, Worcester

Stadium Digitalisation

The entire length of the South Stand was given a digital makeover thanks to the installation of 260㎡ of integrated LED display technology. ADI installed two new stadium LED screens and digital ribbon across two tiers, which are controlled by our specialist content management system.

ADI’s CMS provides the club with the flexibility to deliver separate content across each display, or synchronise the output in order for a brand or Worcester Warriors messaging to appear across the entire platform, known as Total Stadium Takeover (TST).

Worcester Warriors stadium screen and ribbon

Unique Matchday Production

As well as installing the new display technology, ADI connected the stadium to its remote production facilities in Preston, where a dedicated team of producers, editors and graphics operators manage the live matchday content across the entire digital stadium platform.

The ADI team’s remit covers all aspects of the matchday journey, and combines both live and pre-created elements; from highlights, Try montages and trivia segments, through to Team News and the integration of live social media feeds.

ADI also manage the venue’s TST mode, with specially created and co-ordinated content across every screen during a kick at goal, Try or Conversion, which helps ramp up the atmosphere and allows commercial partners to align their brands with exciting action on the pitch.

Worcester Warriors Stadium Screen
"We wanted to create one of the best experiences in live sport – not just in rugby. So, it’s been important to us that the new displays are used to create a highly interactive experience for fans. That means bringing together the best of social media, match stats, and creative video content to create a meaningful experience that feels new and exciting every week.
The team at ADI have helped us at every stage of the process – they’ve provided the answers to every technical, commercial and content question we’ve had to define a really strong solution."
Peter Kelly, Operations Director, Worcester Warriors


Worcester Warriors now boast one of the most digitally advanced stadiums in Premiership Rugby, providing a more interactive matchday for fans and a wealth of activation opportunities for partners. As the live experience at the Sixways Stadium has grown and evolved, so too has the club’s commercial ambitions, with the development of bespoke sponsorship packages that utilise the dazzling stadium LED and unique TST concept.

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