Wolves set Premier League first with ‘supersized’ advertising

Wolverhampton Wanderers has become the first football club in the English Premier League to install a double perimeter LED system at its Molineux stadium.

Developed by stadium technology expert ADI, the system will enable the club to deliver ‘Mega Minute’ branding during home games.

This technology allows users to stretch sponsors’ content across two parallel perimeter LED systems, which effectively doubles the height of the advertising display.

The system also features ADI’s Virtual Hybrid technology that digitally replaces the advertising content seen by different audiences watching the same match on television around the world.

Wolves utilised the system for the first time during the recent Premier League clash with Southampton.

Laurie Dalrymple, managing director at Wolves, said: “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.”

Geraint Williams, chief executive at ADI, added: “Nobody has ever attempted to deliver a digital platform quite like this before so we relished the challenge. We worked closely with Wolves to define the solution, which also extended to the installation of a new LED ribbon and the integration with stadium screens.

“The result is a hugely compelling fan engagement and commercial platform through which we can synchronise the content delivered across every digital display in the stadium.”

Image: ADI