SportsMarketing
ADI, together with
Supponor, have won the award for Sports Tech of the Year at the 2017 Sports
Business Awards.
The award recognises the
impact of Virtual Hybrid digiBOARD; a new innovation that blends ADI’s
perimeter LED platform with Supponor’s virtual replacement advertising
technology.
Virtual Hybrid digiBOARD
is an innovation that combines traditional LED, visible to fans in the stadium,
with augmented reality technology, which makes it possible to virtually overlay
the perimeter content seen by different international audiences watching the
same match.
The first system of its
kind was installed in the Premier League at Watford FC's Vicarage Road Stadium
in 2016. The award comes shortly after ADI and Supponor completed the first leg
of a European tour, which included installation of an entire system at
Eintracht Frankfurt’s Commerzbank-Arena for their match against VfL Wolfsburg
to showcase Virtual Hybrid for Bundesliga clubs, federations and broadcasters.
Combined market leading technologies
ADI’s perimeter LED
technology is the leading platform in UK football, with 25 permanently
installed systems throughout the Premier League, EFL and SPFL as of the 2017/18
season.
Supponor’s technology is
the most successful virtual replacement solution of its kind, having been
commercially deployed in Spain’s La Liga and NHL in the USA.
Whereas previously such
virtual replacement technology was only compatible with ‘static’ boards, the
collaboration between ADI and Supponor has made it possible to integrate the
technology with digital LED signage, creating a much broader market for virtual
replacement advertising in sport.
Transformative revenue platform
Judges for the Sports
Business Awards praised the innovation for its potential to transform club
revenues by essentially commercialising perimeter media inventory multiple
times over and creating a partnership platform that allows brands to tailor
their message for individual territories.
Judges commented: “The
technological breakthrough by ADI and Supponor was a mere dream not that long
ago. This advancement creates a massive opportunity for clubs & sporting
bodies.
“The ability to create
multiple branded broadcast feeds has huge opportunities in terms of revenue for
clubs moving forward.”
Clubs and venues wishing
to learn more about Virtual Hybrid LED technology are encouraged to contact
Claire Fitzgerald-Firth at ADI for information and to arrange a demonstration
via claire.fitzgerald-firth@adi.tv.
Credit: www.fcbusiness.co.uk
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