Wolverhampton's double perimeter LED system made its debut on Sept. 29.GETTY IMAGES
Wolverhampton Wanderers claimed a Premier League first by "installing a double perimeter LED system" at Molineux Stadium to deliver "supersized" branded content to viewers watching on TV, according to SOCCEREX. The new system, designed by technology company ADI, will allow the club’s commercial partners to "benefit from significantly increased exposure during broadcasts." The "mega minute" branding makes it possible to "stretch a sponsor’s content across two parallel perimeter LED systems, which ultimately doubles the height of the advertising display" seen by the TV audience. The system, which was first used during Wolves' 2-0 win over Southampton last weekend, "is also equipped with ADI’s virtual hybrid technology, which means fans in the stadium see traditional LED content," while viewers watching the same match on TV in different countries "see brand content specific to their region." The move makes Wolverhampton the 12th club to buy into ADI’s virtual replacement LED, which the company develops in partnership with AR company Supponor (SOCCEREX, 10/3).
