Southampton FC has entered into a cutting-edge agreement to display region-specific advertisements on their perimeter hoardings. This innovative move could revolutionise sports advertising globally.
The Premier League club has partnered with ADI to utilise virtual hybrid perimeter LED technology developed alongside Supponor. This technology, which has already been employed in matches involving clubs like Real Madrid and Barcelona, overlays digital advertising on physical boards. The result is a seamless visual experience that responds to light changes and players’ movements as if the ads were physically present in the stadium.
The virtual hybrid system’s primary advantage is its ability to commercialise the same sponsorship space multiple times. By customising the content for viewers in different regions, the club can maximise its advertising revenue. Saints Commercial Director David Thomas expressed enthusiasm about being one of the pioneering clubs in English football to implement this advanced system.
Thomas said, “We’re excited to be one of the first clubs in English football to have a fully functioning Virtual Hybrid system. Following a competitive selection process, we chose ADI because of the functionality and quality of their technology. The market is clearly heading towards the adoption of virtual advertising, and there is definitely demand from sponsors. The ability to combine that functionality with a system that is UEFA compliant is extremely appealing to us.”
Geraint Williams, CEO of ADI, also emphasised the significance of this collaboration. He noted that Southampton has always shown great ambition, stating, “We’ve worked with Southampton for a number of years and they’ve always displayed huge ambition. We are delighted to have the opportunity to help the club realise some of that ambition by taking their commercial platform to the next level. We’re entering a new era in the way clubs activate commercial partnerships. Sponsors are demanding greater value and more opportunities to reach their audiences, and virtual advertising certainly offers a platform through which to achieve that.”
This agreement marks the beginning of a new chapter in sports advertising, with Southampton FC leading the way in adopting technology that caters to the evolving demands of global sponsors. The successful implementation of this system could set a precedent for other clubs to follow.