February 10 – Manchester City are going big with a new ‘Supersized LED’ perimeter board system that is currently being installed at its Etihad Stadium.
The two-tier digital display system “will also be the most commercially valuable pitchside media space in the Premier League”, said a club press release. The new LED displays are being provided by recently announced club partner Unilumin, an LED display specialist.
The system – custom build to fit the Etihad – has three major advertising advantages. It can synchronise ad messages across the two to act as one supersized pitchside presence; content can be mirrored across the two tiers to deliver twice the exposure of a traditional LED system; advertisers can message multiple aspects of the same campaign across the two levels with options for different messages or languages
Peter Laundy, VP Director of Partnership Marketing & Creative at City Football Group, commented: “Premium pitchside media remains one of football’s most valued marketing assets. Our bespoke ‘Supersized LED’ system will provide an exciting new platform to engage with our fans, as well as drive ever greater value for our partners through the highest impact pitchside brand moments in the Premier League.”
For brands, the system gives greater ad messaging flexibility and increased exposure. Ultimately that means added value for its media spend. For Man City it provides the opportunity to increase the number of advertisers and potentially price via the increased impact and viewing opportunity.
Gary Dixon, Head of Business Unit Marketing Teamsport at PUMA, commented: “For PUMA, pitchside media space is a hugely powerful tool for communicating our brand and products to football fans around the world. The versatility and capability of Manchester City’s new ‘Supersized LED’ will transform the way we approach our creative design and take our matchday content to a new level, whilst achieving an unrivalled commercial value for our brand.”
The new system is expected to be in operation before the end of the 2020-21 season.
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