Stoke City doubles up on LED advertising
Stoke City will be leading lights in LED advertising next season as they become the first football club in the United Kingdom to double up on the eye-catching digital system around the Britannia Stadium pitch.
The Barclays Premier League Club will be investing in a second row of LED Digital advertising for their fifth season in the top-flight of English football following the success of the pitchside system over the past four years.
It will mean that City can offer increased global exposure to brands associated with the Club and therefore increase the perimeter advertising revenue which has been generated since they first introduced the system.
“This innovative move will give us a competitive edge in the marketplace and enable us to maximise the exposure that we enjoy worldwide as a Premier League club,” commented City’s Head of Commercial Andrew Billingham.
“We are proud of the fact that we are the first Premier League club to offer this opportunity to our partners and it’s an important step forward at a time when the level of television coverage continues to rise at a remarkable rate.
“The Premier League’s latest television agreement increases to over £3 billion from 2013 and we are competing in a League which is broadcasting to over 643 million households in 213 territories with a cumulative audience of 4.3 billion.”
He added: “Stoke City have had over 13,500 hours of live global coverage, so it is crucial that as that continues to rise that we provide our partners with the greatest opportunities when it comes to that exposure around the world.
“We are also delighted to be working closely with SPORTFIVE on this exciting new project as they are one of our first partners to support the initiative in agreeing to extend their relationship as official perimeter advertising agency.
“It is particularly significant that we are taking this pioneering step in a season when we will be celebrating our 150th anniversary as a founder member of the Football League because it shows how the Club is moving forward.”
Club officials visited Milan earlier this year to see the system in operation at a Serie A game.
The second row of LED will be used similarly to the recent Euro 2012 Finals out in Poland and Ukraine, artwork will remain static so as not to conflict with the messages which are being broadcast on the front row system.
This second row will be added to the 220-metre full television arc used at the Britannia Stadium and its introduction at a higher level will be more aesthetically pleasing because there will no longer be multiple brands on static boards.