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New LED displays installed at Millwall FC

EFL Championship team, Millwall Football Club, has partnered with stadium technology specialists, ADI, to install a new high resolution LED display at The Den in London.

The club has invested in a 10mm resolution perimeter LED system, which has been installed around three sides of the pitch, to create a prominent new commercial brand activation platform.

The solution utilises ADI’s industry leading digiBOARD perimeter technology, which is installed at 29 UK and European football clubs.

Millwall FC and ADI worked in close partnership to design a technical and commercial solution that specifically meets the needs of the club.

ADI consulted with Millwall FC to help restructure the club’s commercial proposition and, working together, developed a new commercial revenue model.

The model places the new LED platform at the heart of the proposition and is designed to offer greater value for partners, whilst driving increased yield for the club compared to traditional media models.

Crucially, the model has the flexibility to be adapted subject to the division in which the club is playing, offering revenue security.

Stuart Lock, head of commercial and retailat Millwall Football Club, said:

We’re delighted to be working with ADI to develop our commercial proposition. Following a thorough assessment of the market, ADI stood out as by far the strongest technology supplier for Millwall Football Club.

ADI brings huge value as a partner – not only is their LED technology the best in class, they bring fresh commercial thinking that has helped us create a really compelling platform for our partners that offers them a stronger, louder voice.

ADI will manage the digiBOARD content delivery via the company’s Live Venue fibre-connected remote operations centre, eliminating the need for additional resource on site. The same network is used to deliver every EFL live match feed from each stadium to broadcasters. By remotely managing the content, ADI’s operators can monitor the quality of the output, ensuring a high standard for brand partners.

ADI’s CEO Geraint Williams added:

We’re excited to be working with Millwall FC to help transform the club’s stadium revenue generation platform. Whilst display technology is the enabler, the real value comes from how it is utilised.

We were delighted therefore to share our expertise with the club to help maximise the revenue potential of their new perimeter LED platform. Until recently clubs outside of the top divisions in world sport have found it difficult to justify the investment in perimeter LED. We’re challenging that convention by working with forward thinking clubs like Millwall to transform the way in which the technology can be commercialised.

@PanStadiaArena