Manchester City Installs ‘Supersized LED’ To Drive Media Value

Manchester City has begun installation of its new ‘Supersized LED’ – a two-tier digital display system around the perimeter of the Etihad Stadium pitch that will revolutionise the way matchday content is showcased.

“The addition of a second row LED system at the Etihad Stadium would provide club partners with the best opportunity to drive media value from this asset than any other Premier League club.” Nielsen Sports

The custom-built, versatile new system offers three key features:

• The two tiers of screens can synchronise to act as one supersized pitchside presence
• Content can be mirrored across the two tiers to deliver twice the exposure of a traditional LED system
• Multiple aspects of the same campaign can be displayed across the two levels with options for different messages or languages
• These features will allow greater design scope for Club partners looking to showcase their brands and create maximum impact with the global TV audience, as well as for the Club’s in-match messages to fans around the world.

The advanced high-definition screens will provide unrivalled picture quality with brighter, more vibrant colours that can display exciting animations and designs. The quality of the screens means that even when captured as a still image or super slo-mo footage, the pitchside content will maintain its sharp, clear image.

Manchester City is also installing the latest technology in control systems with smart features that will enable content to be adapted depending on the camera angle and weather conditions. The new LED displays are being provided by new Club partner, Unilumin, a world leader in LED display solutions.

The new system will be operational towards the end of the 2020/21 season.

Peter Laundy, VP Director of Partnership Marketing & Creative at City Football Group, commented: “Premium pitchside media remains one of football’s most valued marketing assets. Our bespoke ‘Supersized LED’ system will provide an exciting new platform to engage with our fans, as well as drive ever greater value for our partners through the highest impact pitchside brand moments in the Premier League.

“This announcement represents yet another innovation milestone for Manchester City and demonstrates continued investment into the infrastructure of the Etihad Stadium.”

Gary Dixon, Head of Business Unit Marketing Teamsport at PUMA, commented: “For PUMA, pitchside media space is a hugely powerful tool for communicating our brand and products to football fans around the world. The versatility and capability of Manchester City’s new ‘Supersized LED’ will transform the way we approach our creative design and take our matchday content to a new level, whilst achieving an unrivalled commercial value for our brand.”