WORLD GYMNASTICS CHAMPIONSHIPS LIVERPOOL
ADI'S EVENT PRESENTATION DELIVERS GAME-CHANGING SUCCESS
Aim:
ADI were brought onto the project as event presentation and technology partner, with a brief to bring innovation, interactivity and entertainment to the Championships. ADI worked with multiple stakeholders, including the FIG and Liverpool City Council, to transform the M&S Bank Arena for nine action-packed days of competition, alongside the delivery of official Fan Zone and Athlete’s After Party.
ADI devised exciting entertainment concepts that would appeal to the broad demographic of ticket-holders, while incorporating federation protocols and competition elements as part of a cohesive event programme.
Services:
Content Creation
Content Play-out
Digital Signage
Interactive Experiences
LED Screen Design
Modular LED Screens
Mobile LED screens
Project Management
Screen Branding
Sports Presentation
Structures & Rigging
SFX
Visualisation
Liverpool, UK
Ceremonies Production
ADI managed the full design and production of the opening and daily ceremonies, including sourcing up and coming local talent and custom lighting design. Liverpool-based singer Pixey kicked off the Championships in style with an energetic performance, enhanced with bold, colourful graphics on the LED screens installed across the Arena.
As part of the ceremonies, audiences could take part in light and sound shows through the WGC2022 mobile app, which more than 70,000 spectators engaged with. Combined with custom music remixes, a truly unique in-bowl atmosphere was created in the build up to the gymnasts entering the competition floor.
We set the ambitious target to be the best ever World Gymnastics Championships; focusing on innovation and creativity, we have proudly set a new bar for future editions of this Olympic qualifying world championships.
Live Competition Experience
During the competition schedule, ADI utilised over 750m of showpiece LED platforms that had been custom designed, including a giant cubic LED screen to deliver live feeds, official timings, scoring and infotainment – and incorporated the world’s first delivery of British Sign Language on screen for the duration of a sports competition.
A spectacular LED athlete’s entrance, digital signage on the judge’s tribunes and an additional super wide display broadcast carefully coordinated content that inspired and informed the audience, while helping transform the look and feel of the arena. For the Finals weekend, the athlete entrance ‘moments’ were elevated through specially shot content, bringing larger-than-life gymnasts to the LED canvases that incorporated their national flag, name and digital SFX.
The LED assets and exciting content were combined with engaging presenters to create a high-octane live spectator experience, and encourage crowd participation at key points in the competition schedule. The event hosts also ran interactive segments, including a Jaffa-sponsored ‘Bongo fan cam’, where spectators were broadcast live on the event screens.
Fan Zone Activations
ADI activated a number of bespoke interactive experiences inside the official Fan Zone for visitors and the public to enjoy. Across nine days, 2,500 people engaged with the interactive selfie wall, which featured popular Team GB gymnasts Jo Fraser and Alice Kinsella, animated national flags and LIMF musicians, which all provided fun photo opportunities.
A digital podium was also a popular spot for pictures, and multiplayer mobile gaming through Piing provided some light-hearted competition. An iCONIC 60S was also situated inside the fan zone to host athlete interviews, DJ’s and performers on its stage, and broadcast the activities live on its large LED screen.
Journey to the Venue
Outside of the venue, floor art and digital screens were used to create a warm welcome for ticket-holders on arrival. Tall LED totems provided wayfinding and featured event schedules, while also showcasing Liverpool’s best up-and-coming musicians, who had been specially shot and edited by ADI. Mobile LED screens from ADI’s iCONIC fleet were also in position across the ACC Liverpool complex, where they broadcast sponsor videos, promoted future FIG events and other colourful, engaging content.
ADI gave us instant access to a team of specialists, who understood our ambitious visions and worked collaboratively with our team to innovate and enable us to deliver world-class standards. Their use of LED technologies, vibrant content and live acts transformed the look and feel of the M&S Bank Arena, and set the tone for what was an incredible nine days of international Gymnastics, but also a unique entertainment experience.
Outcome:
The World Gymnastics Championships Liverpool 2022 brought new levels of fan engagement, interaction and experience to an international competition, and in the words of the FIG President Morinari Watanabe, “turned gymnastics from sport into entertainment.”
The transformation of the M&S Bank Arena and supporting venues was achieved through ADI’s creative applications in LED screen technologies, sports presentation and digital content, bringing an incredible live experience to over 35,000 ticket-holders, with a sell-out audience for the Finals weekend.
Extremely high satisfaction ratings amongst athletes and event attendees – over 98% – were a testament to ADI’s successful delivery of dynamic event presentation that seamlessly integrated with competition protocols and live sport, and Team GB’s best-ever World’s medal haul was the icing on the cake for this memorable international occasion.
