Premier League and EFL clubs invest in virtual replacement perimeter technology
By Community | September 26, 2017
A number of Premier League and English Football League (EFL) clubs have invested in new perimeter technology this season, which gives them the ability to integrate ADI and Supponor’s virtual replacement technology.
Virtual replacement technology makes it possible to deliver traditional LED perimeter advertising to fans within the stadium, whilst virtually overlaying the content seen by viewers watching in different countries.
The new platform adds value to the media space by creating a highly targeted platform for brands to localise their message for audiences around the world.
These systems have already been installed at Everton, Derby County and Crystal Palace, with another due for delivery at Brentford Football Club in October.
New systems will also be installed at three more Premier League and Championship clubs during the current season.
ADI’s CEO, Geraint Williams, said: “It’s an incredibly exciting time for the commercial potential of perimeter media value.
“Virtual Hybrid technology makes it possible for media rights owners to commercialise the same in-game inventory in multiple markets, on many different platforms, and offer a highly targeted solution for partners.
.”Whilst our Virtual Hybrid technology is already well proven in a live stadium environment and on commercial broadcast feeds, the next step now comes in bringing more clubs, leagues, federations and broadcasters together to define the commercial model to make virtual overlay a reality.”
Charlie Marshall, COO at Supponor added: “There is a clearly a demand from clubs and brands across the world for a solution that integrates virtual overlay technology with LED.
“Our technology has been deployed on non-LED signage throughout La Liga, NHL, and Serie A over several seasons and will now accelerate the rollout on LED.”
Virtual Hybrid digiBOARD was awarded Gold at the Sports Business Awards in 2017 and is a finalist for this year’s Football Business Awards, taking place in London.