Leeds to become first club to deploy Virtual Hybrid Perimeter Tech

19 Dec 2017

By: Sport Industry Group

EFL Championship football club, Leeds United, has installed a new Virtual Hybrid perimeter LED display.

The new system combines ADI’s LED hardware with Supponor’s augmented reality technology, making it possible to deliver traditional LED content to fans in the stadium, whilst virtually overlaying the content seen by international viewers.

The system makes it possible to localise messaging for individual territories. As part of a wider digital transformation being delivered by ADI, Leeds United intend to become the first UK club to commercially deploy the technology.

The new perimeter display surrounds all four sides of the pitch, and features an integrated crowd facing LED strip, enabling Leeds United to develop a more flexible commercial model that provides a platform for local, national and international partners. Its integrated crowd facing LED display, has the capability to deliver live stats, regional adverts, and social messaging.

Continuing the digital transformation, Leeds United will also install a new mid-tier LED ribbon on the East Stand, which provides a new platform through which to communicate with fans in the stadium. The digital ribbon, which is also provided by ADI, will display stats, team news and match related content, as well as offering a platform for the business community to partner with the club.

The new LED hybrid solution by ADI and Supponor has been in development for over two and a half years, and the installation for Leeds United follows successful deployment of the technology in the Premier League, at Watford FC, and in Germany’s Bundesliga where it has been showcased in a number of live matches.

Leeds United managing director, Angus Kinnear, commented: “Virtual Hybrid LED technology creates a huge commercial opportunity and, with growing International audiences driven by new live streaming rights, it’s possible for EFL clubs to reach a wider fan base.

“This technology will help us compete on the global stage and build a platform for growth. ADI bring a wealth of experience as the market leader in stadium LED and their Supponor-enabled Virtual Hybrid perimeter system, with its ability to overlay different brand messages for different territories, presents an incredible opportunity for partners. We are now looking forward to working with stakeholders across the industry to make virtual replacement a commercial reality.”

ADI’s CEO, Geraint Williams added: “Leeds United is a club with huge ambition and we’re delighted to be joining them on their journey to challenge convention. The installation of a new Virtual Hybrid perimeter LED display makes the club the first in the world set to commercialise the technology in this way. The market has demonstrated a real appetite for a credible virtual overlay solution, and we’re excited to be working with Leeds United, a club with truly progressive leadership, to help realise the commercial potential of their media value.”