Milan clubs hunt new ad streams with two-tier 4K perimeter boards at San Siro

March 9 – Milan’s San Siro may not be considered fit for purpose or provide a state-of the-art experience for the modern day fan, but it will soon have a cutting edge perimeter LED technology billboard system.

FC Internazionale Milano and AC Milan have formed an alliance with Tecnovision Ledwall Srl and AIM Sport, and with the collaboration of MI-Stadio will install the LED boards over two tiers arount the full perimeter of the pitch.

The system is designed to deliver a higher resolution developed specifically for 4K broadcasting.

That higher resolution gives commercial partners a higher level of animation and image quality, that will improve levels of advertising exposure during the match broadcast.

The brand exposure in ‘Domination mode’ across the two tiers covers more than 440 square meters with 30-million LEDs definition. As well as the increased opportunity to animate branding, the boards also enable more detailed message to be delivered.

In a broadcast market where leagues are battling to maintain TV rights revenues, the enhanced LED boards could open up a new revenue stream to protect income levels. Broadcasters on the other hand may use the boards as an opportunity to negotiate harder over rights. The first test of the commercial market will be to see whether the new LED boards impact on broadcasters’ own advertising revenues, or whether they increase the advertising value.

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