Preston-based stadium technology specialist ADI has installed a new ‘Virtual Hybrid’ perimeter LED display for Southampton Football Club.
The system integrates Augmented Reality technology to change the perimeter content seen by different viewing audiences around the world. Fans in the stadium see traditional LED content, while viewers watching in different countries see content tailored to their region.
The Virtual Hybrid digiBOARD has been developed by ADI together with augmented reality experts Supponor and was installed in September. The system makes it possible to commercialise the same perimeter media space multiple times over, with 90 minutes of inventory becoming 900 minutes if sold in 10 different territories.
Southampton FC Commercial Director David Thomas said “We’re excited to be one of the first clubs in English football to have a fully functioning Virtual Hybrid system.
“Following a competitive selection process we chose ADI because of the functionality and quality of their technology. The market is clearly heading towards the adoption of virtual advertising, and there is definitely demand from sponsors.
“The ability to combine that functionality with a system that is UEFA compliant is extremely appealing to us.”
ADI’s CEO Geraint Williams added: “We’ve worked with Southampton for a number of years and they’ve always displayed huge ambition. We are delighted to have the opportunity to help the club realise some of that ambition by taking their commercial platform to the next level.”
“We’re entering a new era in the way clubs activate commercial partnerships. Sponsors are demanding greater value and more opportunities to reach their audiences, and virtual advertising certainly offers a platform through which to achieve that.”
In total, 10 UK clubs having now invested in systems that have full Virtual Hybrid functionality or the ability to be upgraded.
The perimeter display content, and any potential virtual ad insertion, will be remotely managed by a team at ADI’s fibre connected production hub, which connects over 100 stadia and broadcasters.
