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Wolverhampton Wanderers score Premier League first with lucrative TV ad offering

Football club installs new double row perimeter LED advertising system, to maximise sponsors’ marketing messages for live TV games

Wolverhampton Wanderers have achieved a Premier League first with the installation of a new double perimeter LED system, designed to maximise advertising potential for match day sponsors during live television broadcasts.

The new platform, designed by stadium LED technology firm ADI, will allow the club’s partners to significantly increase their exposure by delivering ‘Mega Minute’ branding during a match. This will see the advertising boards installed in the stadium, doubled in size for those watching on TV, allowing more messages to be marketed by sponsors.

The double row perimeter system went live in September, making its debut vs Southampton, which – like Wolves – also recently installed ADI’s virtual replacement LED solution, which changes the advertising seen in the stadium to be more tailored to a TV audience based on the region in which its being broadcast.

Wolverhampton Wanderers have become the twelfth UK club to invest in ADI’s virtual replacement LED, which has been developed with Augmented Reality experts, Supponor.

The club’s managing director, Laurie Dalrymple, commented “The solution delivered by ADI is truly game-changing. The new perimeter LED offers huge flexibility for how we can help brands activate their message. We wanted to create a digital platform that offers value for our partners, and the ability to deliver supersized brand content really offers that. Combine that with the opportunity to help brands target specific regions using the virtual advertising functionality, and we suddenly have a very compelling platform. ADI understood exactly what we were trying to achieve, and the result has exceeded our expectations.”

Geraint Williams, ADI’s CEO, commented “Nobody has ever attempted to deliver a digital platform quite like this before so we relished the challenge. We worked closely with Wolves to define the solution, which also extended to the installation of a new LED ribbon and the integration with stadium screens. The result is a hugely compelling fan engagement and commercial platform through which we can synchronise the content delivered across every digital display in the stadium.”

Information on ADI’s stadium display technology is available at