Livewire Sport Brings Ashes Underground

Commuters and tourists will be able to keep up-to-date with the latest Ashes news throughout their journeys across the London tube system for the Third Test of the Investec Ashes Series this weekend, with scores and text commentary being broadcast to digital screens across the underground network.

As the Ashes returns to Old Trafford for the first time since 2005, match updates will be brought to commuters via Cross-Track Projection screens throughout the five days of the match.  The project is being run in a three-way partnership with CBS Outdoor UK, who run advertising space around the network, with LiveWire Sport supplying editorial updates that will feed into a brand new Content Management System – Broadcast on Demand – developed by Fin London. 

As well as providing score updates, this delivery system will also feed in Tweets from passengers on the Underground.

Within minutes, every part of the creative can be changed at the touch of a button. This activity enables sporting updates to be made available to the London audience in a high dwell time environment.

Jason Cotterrell, managing director at CBS Outdoor UK comments: ‘We are really excited to bring the very latest updates from one of the oldest sporting competitive rivalries – The Ashes to commuters on the London Underground.  We have worked in partnership with Fin London and LiveWire Sport to deliver a true first, and we look forward to offering similar engaging content in the future, given the vast range of sporting activities which engender huge interest and passion in the capital.’

The campaign, which you can follow with the hashtag #undergroundashes will run from 11am-7pm every day of the Test and feature on 60 screens within central London.

Livewire Sport also kept people up-to-date at this year’s BT Sport Industry Awards, running the first ever live blog at the flagship event. Check it out here.