New Perimeter Boards in Premier League

After launching in Spain, and at the end of last season in Germany, a number of Premier League and EFL clubs have invested in new perimeter technology this season, which gives them the ability to integrate ADI and Supponor’s award-winning virtual replacement technology.

Virtual replacement technology makes it possible to deliver traditional LED perimeter advertising to fans within the stadium, while virtually overlaying the content seen by viewers watching in different countries, Digital Sport reported.

The new platform adds value to the media space by creating a highly-targeted platform for brands to localize their message for audiences around the world.

Ahead of the 2017/18 season ADI installed new S-Line digiBOARD perimeter systems at a number of football clubs including Everton, Derby County and Crystal Palace, with another due for delivery at Brentford Football Club in October.

The Virtual Hybrid platform is capable of delivering the highest quality virtual overlay solution.

Supponor CEO Charlie Marshall had earlier this month explained to BusinessCloud at the Soccerex convention how the technology could benefit the biggest football clubs.

“Take a big club like Manchester United. Their commercial strategy sees them doing increasing numbers of regional deals with local sponsorship brands,” he said.

“One of the first questions that sponsors ask a club like Manchester United is ‘can we be on the LED board? As our audience in Indonesia is watching the live game, can we have our brand inside Old Trafford?’

“The answer from the club is that they can’t because there is no more space on that LED system. There’s only 90 minutes in a game and they’re sold out. There’s no more inventory available. This system increases the amount of inventory and therefore the amount of selling that they can do.”