PanStadia & Arena Management Magazine is the undisputed world leader for the business of stadia, arenas, sporting events and venues on a global scale.

Middlesbrough FC delivers enhanced matchday experience with ADI screen solution

Middlesbrough FC and commercial partner Ramsdens commissioned ADI to create a complete screen solution, incorporating not only screen hardware, but also matchday production and content delivery services.

Middlesbrough FC fans can view exclusive club content, live footage, replays and advertising on a giant 51m² LED screen created and installed by specialists ADI. The screen engages fans and offers an effective promotional platform for Middlesbrough FC’s commercial partners like Ramsdens. Middlesbrough FC’s Chief Operating Officer, Mark Ellis said:

ADI’s established position in stadium technology and their tailored, innovative solutions made them a natural choice for this important project. In addition to the state-of-the-art screen, ADI offer us high production values, with graphics and footage that wouldn’t look out of place on a Sky Sports broadcast. These elements have combined to deliver an exciting engagement and promotional platform for the club and our sponsors.

Located in the south-east corner of the 35,000 capacity Riverside Stadium, the giant screen features ADI’s Virtuality 10mm LED product and is 16:9 widescreen in format.

ADI’s in-house production team has worked closely with the club to create a full channel identity for Boro TV, with completely bespoke and branded programming for broadcast every matchday at the stadium. Incorporating interactive, live elements and up to the minute news, exclusive footage and the latest stats and scores, Middlesbrough can entertain fans before the game with an hour-long programme. To build excitement pre-match, live social media feeds, HD highlights and specially shot footage of supporters, players and staff are included in programming, with ADI also creating bespoke graphics for Ramsdens which are shown in-game.

Live content and multiple feeds can be incorporated into matchday programming thanks to ADI’s Live Venue™ platform. Instead of an expensive on-site broadcast studio at the Riverside Stadium, Middlesbrough FC can use ADI’s state-of-the-art galleries at their sports hub in Preston, with live matchday programming delivered through high speed fibre optics in real-time, straight to the big screen.