English Championship football club Leeds United has entered into a partnership with LED advertising specialist ADI, through which new perimeter boards will be fitted at Elland Road.

The new system will run around all four sides of the pitch at the 38,000-capacity stadium. As well as pitch-facing advertising, the boards will produce crowd-facing content.

Elland Road’s East Stand will also feature a new mid-tier strip of advertising boards.

The club said the new system would place it at the forefront of LED advertisement globally, helping it to innovate on and off the field.

A temporary three-sided system was fitted ahead of Leeds’ 4-1 EFL Cup win over Port Vale on Tuesday, with the full system to be installed later in the season.

Leeds’ executive director Paul Bell said: “The installation of the digital advertising boards will transform the appearance of Elland Road and improve the fan experience and fan engagement level inside the stadium. The technology will also provide the club with greater commercial opportunities and enable our sponsors and commercial partners to bring their advertising messages to life across the advertising boards.”

ADI’s Geraint Williams added: “It’s an incredibly exciting time to be working with Leeds United and we’re delighted that the club has chosen ADI’s technology to help transform Elland Road. We’ve been designing and delivering digital stadium platforms for over 25 years and we’re keen to share our experience with Leeds United, to create a compelling platform that enhances the matchday for fans, and offers a powerful commercial platform for club partners.

“Not only will Elland Road have one of the longest perimeter LED systems in English football, but the club will be one of only a handful to have LED ribbon installed, totally transforming the way the club can interact with fans.”

IMAGE: ADI