Manchester City has said it will offer the most commercially valuable pitchside media space in the Premier League after commencing installation of a new ‘Supersized LED’ system at the Etihad Stadium.
The two-tier digital display system around the perimeter of the Etihad Stadium pitch will seek to revolutionise the way matchday content is showcased. The custom-built, versatile new system offers three key features, firstly that the two tiers of screens can synchronise to act as one supersized pitchside presence.
Content can be mirrored across the two tiers to deliver twice the exposure of a traditional LED system, while multiple aspects of the same campaign can be displayed across the two levels with options for different messages or languages.
City said these features will allow greater design scope for club partners looking to showcase their brands and create maximum impact with the global TV audience, as well as for the club’s in-match messages to fans around the world.
City added: “The advanced high-definition screens will provide unrivalled picture quality with brighter, more vibrant colours that can display exciting animations and designs. The quality of the screens means that even when captured as a still image or super slo-mo footage, the pitchside content will maintain its sharp, clear image.”
Manchester City is also installing the latest technology in control systems with smart features that will enable content to be adapted depending on the camera angle and weather conditions. The LED displays are being provided by new club partner, Unilumin. The Chinese LED display solutions provider last month agreed a global partnership with City.
The new system will be operational towards the end of the 2020-21 season. Peter Laundy, vice-president and director of partnership marketing and creative at City Football Group, said: “Premium pitchside media remains one of football’s most valued marketing assets.
“Our bespoke ‘Supersized LED’ system will provide an exciting new platform to engage with our fans, as well as drive ever greater value for our partners through the highest impact pitchside brand moments in the Premier League.
“This announcement represents yet another innovation milestone for Manchester City and demonstrates continued investment into the infrastructure of the Etihad Stadium.”
In October 2018, Wolverhampton Wanderers announced that it had become the first football club in the Premier League to install a double perimeter LED system at its Molineux stadium.
Image: Manchester City