ASB GlassFloor has launched a new subsidiary, ASB Arena and Event Services (AES), to scale the global rollout of its LumiFlex LED sports flooring, which is a full-court video display surface designed for events, branding and fan engagement.
The new company, based in Zug, Switzerland, is backed by €30m in equity funding and will focus on making LumiFlex technology available through long-term rental and turnkey operational services. AES will manage its own inventory of mobile LED courts, while also supporting permanent installations across sports and event venues.
The LumiFlex system is designed to transform the playing surface into a 360-degree digital platform, capable of displaying real-time visuals, sponsor content, interactive graphics, and event branding. AES will also introduce an integrated software ecosystem, including a planned app store with tools for coaching, fan activation, and content delivery.
Benedikt von Dohnanyi, chief executive officer and co-founder of AES, said: “Our clients are looking for innovative solutions that can elevate the fan experience and unlock new revenue streams. We provide end-to-end services around the use of the ASB LumiFlex to help clients maximise the value of their assets.”
