English Championship football club Millwall has teamed up with stadium technology specialists ADI to install LED advertising boards at its home stadium, The Den.

The boards are set to be installed in time for the 2018-19 season. The first game to feature the technology will be Jimmy Abdou’s testimonial match against German side VfL Bochum on July 28.

Millwall said the move will bring The Den into the “modern era” and create new sponsorship opportunities for local businesses.

Millwall’s head of commercial and retail, Stuart Lock, said: “The boards will be visible from three sides of the stadium and will provide a dynamic advertising platform for local, regional and national businesses, allowing them to engage with our supporters.

“Commercially, this will generate new and exciting advertising opportunities, giving our partner’s adverts a stronger, louder voice. We have chosen to partner with ADI, who have consistently delivered exceptional advertising platforms for a number of clubs across the UK.

“We have created a number of partnership opportunities which will generate exposure for our club partners on a national scale through the LED platform, digital assets, hospitality and networking events, to name a few.”

ADI chief executive Geraint Williams added: “As the leading provider of LED in English football we’ve seen, time and again, how this technology can revolutionise the way the club and its commercial partners interact with fans.

“Not only does the new digiBOARD system provide a high impact platform for commercial partners, it also offers a prominent channel through which to deliver match information and fan targeted content – adding to the matchday experience.

“We worked with the club for a number of weeks to design a technical and commercial solution that worked specifically for Millwall. In that time the team showed a real desire to create a platform that offered value for club partners and fans, and we’re delighted that we’ve been able to help the club achieve that.”

Image: BillyBatty