Leeds United a soccer team from the EFL Championship, the second level in the UK , has installed a new Virtual Hybrid perimeter LED display. (ADI and Supponor Win at 2017 Football Business Awards)
The new system combines ADI’s LED hardware with Supponor’s advanced augmented reality technology, making it possible to deliver traditional LED content to fans in the stadium, whilst virtually overlaying the content seen by international viewers, allowing the club to localise messaging for individual territories.
The new perimeter display is installed on all four sides of the pitch, and features an integrated crowd facing LED strip.
The installation of the new perimeter system, which went live for the Championship match versus Norwich City in December, comes as EFL clubs gain new rights to stream live matches for international fans. Since the beginning of the season, Leeds United have streamed a number of their games live via LUTV, the Club’s own OTT and Video on Demand channel, for subscribers based outside of the UK and Ireland.
The club plans to begin streaming customised feeds featuring virtual perimeter content later in the 2017/18 season, subject to final EFL approval.
The precedent for deploying virtual replacement perimeter technology has already been set in other sports including La Liga, NHL, and Serie A although, previously, the technology worked only with specialist ‘static’ boards, not LED. The new LED hybrid solution by ADI and Supponor has been in development for over two and a half years, and the installation for Leeds United follows successful deployment of the technology in the Premier League, at Watford FC, and in Germany’s Bundesliga where it has been showcased in a number of live matches.
Continuing the digital transformation, Leeds United will also install a new mid-tier LED ribbon on the East Stand, which provides a new platform through which to communicate with fans in the stadium. The digital ribbon, which is also provided by ADI, will display stats, team news and match related content, as well as offering a platform for the business community to partner with the club.
