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Commercial

ADI Digitally Transform Oxford United

Digital developments now in place at the Kassam Stadium

12 January 2023

Commercial

ADI Digitally Transform Oxford United

Digital developments now in place at the Kassam Stadium

12 January 2023

As many supporters will have seen at the Arsenal game Oxford United have invested in a new digital perimeter system and superwide LED screen with ADI becoming the club’s official LED Display Partner as part of the deal

Venue transformation specialists adi.tv have put a brand-new digiBOARD system into the Kassam Stadium, with a 30m2 LED screen also installed at the West end of the ground.

The next-generation perimeter solution went live on Saturday 26th November during the club’s Emirates FA Cup Second Round tie against Exeter City, while the LED screen was fully operational for the huge Third Round clash against Premier League table-toppers Arsenal.

As part of a multi-year deal, ADI have been announced as the club’s Official LED Display Partner and have trained the on-site production team to effectively manage and deliver matchday content in real-time.
Superwide Display

The U’s opted for a 10mm resolution LED display to be installed directly behind the goal, which maximises the viewing angle for spectators.

The installation is set to enhance the matchday experience for fans, but also equip the commercial team with a digital canvas designed for more creative advertising solutions.

In-game, the platform can be used in a multitude of ways, with the Club’s in-house matchday production crew now able to display the team line-ups, time, score and key moments in a more engaging manner.


Digital Perimeter Solution
Alongside the screen, Oxford United now houses ADI’s innovative digiBOARD product that covers all three sides of the broadcast camera arc.

The LED perimeter solution currently sits within 31 UK sports stadiums and uses ADI’s proprietary MT product.
It is available in a range of height options, which makes it configurable and easily scalable for all stadium types; a huge benefit for all clubs throughout the football pyramid.

By moving away from the traditional static advertising boarding, it enables the commercial team to sell more advertising space to brand partners and matchday sponsors without any limitations.

Digital Transformation
With the Arsenal fixture broadcast live on ITV, the superwide screen and camera-facing digiBOARD solution provided the club’s partners with instant access to a global TV audience, generating new revenue streams for both the club and its partners.

The installations support the club’s ambitions of digitalising the in-bowl displays and boosting fan engagement on matchdays.

We now have the same quality of product that is used by some of the world’s most renowned football clubs and venues, giving the club a multi-faceted in-bowl platform to deliver key messages to the Yellow Army.

Claire Fitzgerald-Firth commented: “With the installation of a digital perimeter system and LED screen, Oxford United now have a first-class digital platform in which to attract and promote commercial partnerships for the club. Atmosphere-building content and key messages can be distributed directly to the spectators inside the stadium, which also presents a host of fan engagement opportunities.”

CEO at Oxford United Tim Williams added: "We are confident that the combination of our new big screen and digital perimeter platform will significantly enhance the experience of all supporters at the stadium. Working with adi.tv has been a pleasure and they worked extremely hard to get the display up and running for the Arsenal game. They are leaders in their field and we're pleased to have them on board as our LED Display Partner."


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