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ADI a driving force in LED production

LED screens featuring team banners or advertising have been common in stadiums for several years, becoming a staple for professional teams and leagues.  

New technology has grown in leaps and bounds – over a decade ago we were introduced to live matches in HD and have seen increased coverage overall. 

The idea of featuring LED technology in stadiums is something we’ve become accustomed to, as a new level of interaction and engagement has been achieved for the audiences of clubs and venues. 

ADI has been a provider of stadium screen and digital displays for clubs across the UK, venturing to the fourth tier of English football, League Two. As innovations become bigger and powerful, more professional clubs will be keen to find out what that could mean for them. 

As a company, ADI want to be flexible in what they can offer clubs and organisations. 

“Club’s mindsets are changing. It’s no longer a question of whether they can afford LED technology – it’s about thinking how it can be used to drive revenue,” ADI CEO Geraint Williams said. 

“We’re in an age where fans and brands demand more. Fans want a better experience and brands want better value. 

“Failure to deliver is a huge risk for future growth. There are others in the market who simply install a screen or perimeter LED display and walk away without helping clubs understand how to maximise its value. 

“We’re not that kind of supplier. We very much see ourselves as an extension to a club’s commercial team. Increasingly, we’re working with clubs of all sizes to create new models that increase partner revenue over a long-term basis.” 

ADI offers innovation in stadium hardware and as a content producer, to provide clubs with a valuable revenue generation pathway. 

“Revenue Based Design is a term borrowed from the architecture industry. It’s about engineering something in such a way that maximises the revenue derived from it,” Williams said. 

“In architecture, the theory is applied to buildings and spaces, but the same principle works in designing commercial stadium platforms.  

“Our technical and creative teams work hand in hand to create high impact digital platforms that add value to the matchday experience, whilst maximising the revenue potential of the investment. 

ADI have worked hard over the years to be the frontier of LED technology and a major player for clubs trying to find some extra revenue. They’ve been ever-present for teams in the English football pyramid, including Middlesbrough who currently play in the EFL Championship. 

“ADI completely changed the way we thought about the commercialisation of LED technology,” Middlesbrough Chief Operating Officer Mark Ellis said. 

“We invested in a new perimeter LED system over three years ago. As a Championship club we had to completely rethink the model in order to make it commercially viable. 

“ADI helped us to do that – designing a model that delivered incredible results – a 47% increase in partnership revenue and a 16% profit rise. 

“It’s been so successful we’ve since extended the digital stadium platform with ADI’s help.” 

ADI have not just limited themselves to the UK, but they’ve notably contributed for Germany’s top-flight Bundesliga with virtual advertising hardware.  

A ‘Virtual Hybrid’ can deliver different brand adverts into relevant viewing territories by virtually changing the LED content on screen. This means that clubs and venues have more control over what they want their audiences to engage with. Lagardere Sports, German football’s biggest media rights holder, have deployed this for a few seasons and are able to revolutise the way communications are run on a global scale. 

A move into Germany is just the start of ADI’s ambition. They’ve been servicing customers in offices from five continents overall, including France, South Africa and Ireland, as well as the aforementioned UK and Germany. 

There are ADI franchises in South Africa, Northern Africa and right here in Australia, boasting a vast network across the globe. The ADI brand is still growing, with the company open to adding further partners around the world. 

With COVID-19 posing issues for some clubs and organisations, using LED technology and interacting with audiences has become essential in broadcasts, both for club marketing communications and brand or advertising exposure that affect the success of revenue stream. 

You can find out more about how ADI can benefit your club or venue here. 

Liam Watson is the Managing Editor at Soccerscene. He reports widely on football policy, industry matters and technology.

Manchester United gives update on Old Trafford plans

Manchester United has updated fans on modernising Old Trafford, with an assurance that they will be regularly consulted with the progress.

Manchester United has provided an update to fans on plans to modernise Old Trafford, with an assurance that fans will be regularly consulted with the progress.

Old Trafford is the largest club football stadium in the UK, with a capacity of 73,000 and one of the most iconic venues in world football with 111 years of history as United’s home ground.

Initial meetings have been taking place with multiple architectural and engineering companies in order to choose a potential partner that will allow the Red Devils to move forward with the project.

No decision has been made on the scope or budget of the project, and it is still up in the air as to whether or not the stadium will receive a capacity increase. The final plan would be ‘based on analysis and on consultation’.

Stadium redevelopment plans are expected to be a key focus of the Fans’ Advisory Board (FAB), which will hold its first meeting early this year.

Manchester United CEO Collette Roche:

“These meetings have produced exciting potential ideas, although it’s important to note that we’re still at an early stage and it’s premature to talk about timetables,” she said.

“We intend to involve the Fans’ Advisory Board in the process, and we will also keep this Forum briefed. The creation of the FAB was an historic step that will establish a new model for fan engagement in English football and, ultimately, improve the club’s decision-making.”

Roche also noted that the development will be a ‘complex piece of work’, because of the many legal and regulatory factors involved. However, Roche reminded fans that good progress has been made and talks are at an advanced stage currently.

Sport Republic acquires stake in Southampton FC

Sport Republic – backed by billionaire Serbian businessman Dragan Solak – have acquired a large stake in the club.

English Premier League club Southampton has confirmed that Sport Republic – backed by billionaire Serbian businessman Dragan Solak – have acquired a large stake in the club.

They have purchased the stakes that were previously owned by Chinese businessman Gao Jisheng, and will work in collaboration with Katharina Liebherr – daughter of Swiss businessman Markus Liebherr – who owns the remaining stake in the club.

Sport Republic are a London-based investment firm for the sports and entertainment industry. They were founded by Henrik Kraft and Rasmus Ankersen and headed by Dragan Solak. Their portfolio includes Tonsser – a football player app that empowers youth players to progress and unlock their potential.

Southampton CEO Martin Semmens:

“Over the last two years, together with the shareholders of our club, we have searched for the right partner to take the club forward. Today we have found the perfect solution,” he said.

“Sport Republic are experienced investors, but also experienced within the world of elite professional sports. That combination is very hard to find, and we are thrilled to have reached an agreement that secures our short and long-term future.

“We are grateful for the support of Mr Gao and Katharina that allowed us to take our time, turn away the wrong options and ultimately find the right partner for the future of this great club, its fans, staff and the people of Southampton.

Sport Republic Lead Investor Dragan Solak:

“My partners and I have experience in long-term investments in the sports and entertainment industry and Sport Republic has been founded to combine this expertise and deliver something unique to the market,” he said.

“Southampton has so many of the qualities we have been looking for in a major sports organisation. It has a great management team, excellent talent development, talented teams playing attractive football and a dedicated fan base. We are delighted to be able to complete this acquisition.”

Sport Republic Chairman Henrik Kraft:

“We will be an active and engaged owner, but we will not be starting any revolutions. We were attracted to Southampton because it is already a well-run club that follows a clearly defined strategy,” he said.

“Whilst Southampton is Sport Republic’s first acquisition, we expect more investments to follow over the coming years. Our ambition is to build a portfolio of high-influence stakes in football clubs and other sporting assets across the world.

“At the same time, we will also invest in early-stage sports technology companies and use our portfolio to accelerate the development of these companies. The acquisition of Southampton is a great first step and we are very excited about the journey ahead.”

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