Southampton Launches Virtual Ad Boards
Premier League club Southampton FC has agreed a new deal with ADI to become the latest club to install Virtual Hybrid perimeter LED displays.
Combined with augmented reality technology from Supponor, the solution makes it possible to digitally replace perimeter display content seen by fans watching on screen.
In means the display boards can be changed depending on the viewer’s country and region, creating new commercial revenue opportunities for clubs. Whilst fans in the stadium will see traditional LED content, viewers around the world could see brand content tailored to their part of the world.
Commenting on the move, Southampton FC’s 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.”
Watford FC was the first Premier League club to install ADI Virtual Hybrid LED perimeter system technology for the 2016-17 season.
Earlier this year, Lagardère announced plans to roll out the technology in the Bundesliga, where modified match feeds began with this year’s German Super Cup.
Lagardère is also the largest rights holder of perimeter advertising in the Premier League, with a portfolio that includes Newcastle, West Ham, Everton and Leicester City in addition to Southampton and Watford.
