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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.

Los Angeles FC teams up with Foundation Fighting Blindness to host vision impaired fans

Major League Soccer club Los Angeles FC is teaming up with the Foundation Fighting Blindness to host blind and low vision fans at LAFC matches at Banc of California Stadium this season.

Leveraging the team’s partnership with audio technology Mixhalo, fans will have access to crystal-clear, real-time play-by-play in English, featuring the call of ESPN LA’s Dave Denholm and the Spanish audio featuring Armando Aguayo on 980 AM La Mera Mera.

All fans at Banc of California can now use their phone, headphones and the free mobile Mixhalo app to listen to Mixhalo’s high-quality live audio for an immersive experience while watching at the stadium.

As the first-ever MLS team to adopt the technology, LAFC announced its collaboration with Mixhalo in December 2020. With fans now returning to Banc of California Stadium at full capacity, Mixhalo audio will be available to all fans at every LAFC home game throughout the remainder of the 2022 season.

“LAFC matches are for everyone,” LAFC Co-President and CBO Larry Freedman told lafc.com.

“We are constantly focusing on improving our fan experience and making our games more accessible to all. We are proud to welcome fans from the Foundation Fighting Blindness community this season to experience LAFC matches in person through Mixhalo’s incredible technology.”

Guests from the Foundation Fighting Blindness community will attend select LAFC home games and have the opportunity to meet with Denholm and Aguayo before the game.

“We are honoured to be partnering with LAFC in making the games more accessible for our blind and low vision community,” Jason Menzo said to lafc.com, President and Chief Operating Officer of the Foundation Fighting Blindness.

“We look forward to the technology rolling out into other stadiums, not only in the United States, but globally.

Mixhalo Head of Sports Doug Holtzman added:

“Mixhalo elevates the live sports experience for everyone, and we’re thrilled that vision impaired LAFC fans can enjoy a better experience at matches this season.”

“With live calls from Dave Denholm directly in your ear – it really doesn’t get much better than that.”

FIFA and EA Sports end 30-year deal

As reported by the New York Times on Wednesday, gaming giant EA Sports and world football governing body FIFA have parted ways.

The partnership dated back to 1993, when FIFA International Soccer was launched for the SEGA Genesis.

Their current partnership was set to expire at the conclusion of the Qatar World Cup, with a new deal aiming to branch out into new areas – including NFTs.

It was reported that EA made a ‘significant offer’ for an eight-year exclusivity deal with FIFA for all of its Esports and gaming rights. However, the deal was knocked back, according to Reuters, as FIFA did not want the rights all with one company.

FIFA 23 will be the last game made in collaboration between the two organisations, set to release in late September this year, worldwide.

The FIFA series was estimated at the start of 2021 to have sold over 325 million units, according to ForbesFIFA 18 is the equal 40th highest selling video game of all time, estimated at 24 million units across all platforms.

FIFA confirmed it would still produce video games with third party developers, while EA will rebrand the FIFA series under the title EA Sports FC. The new series would include licensees such as the Premier League and LaLiga, which at this stage has authentic coverage, as all players are face scanned and the full broadcast packages akin to real life are featured in the game.

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