Aston Villa FC
Vast New Digital Platform Futureproofs Villa Park
Aim:
Aston Villa FC have worked with ADI for over 25 years, and they were the very first club in UK football to receive stadium LED screens back in 1997, blazing a trail for other football stadia.
Already home to two existing ADI LED screens in opposing corners of the stadium, Aston Villa were seeking additional ways in which to enhance the matchday experience for their fans.
With the digital infrastructure playing an important role in this, ADI were asked to provide a full consultation on how the stadium’s digital assets could be expanded to help modernise the stadium and improve the atmosphere and matchday experience.
Services:
Consultancy
Creative Content
Design Engineering
Digital Signage
LED Screen Manufacture
LED Screen Installation
Live Venue
Matchday Services
Production
Project Management
Scheduling and Screen Operation
Service and Maintenance
Sports Presentation
Visualisation
Birmingham, UK
Stadium Consultancy & Visualisation
Concept visualisations created by ADI for Aston Villa
In-bowl Stadium Transformation
The revised stadium bowl features a number of new digital platforms to augment the existing screens, creating one of Europe’s largest and highest resolution digital platforms, utilising over 750m2 of new LED screens and signage using ADI’s proprietary technology.
Villa Park now features multiple layers of digital ribbons and screens adorning stands on every side of the stadium. Additionally, the existing digital perimeter system has been replaced by a brand new UEFA-compliant digiBOARD system around all four sides of the pitch.
As well as supercharging the atmosphere for fans, the screens and signage have revolutionised the commercial opportunities within the stadium. Different elements can operate separately or in tandem with other parts, with content able to be synchronised across the whole digital platform to dramatic effect.
Years working with ADI
Of new ADI LED Screens & Signage
Pixels within the Stadium Bowl
Full Stack Solution
ADI have provided a complete turnkey service for Villa. Once a decision had been made on the stadium solution design, ADI began manufacturing the hardware, which is made to the specifications of each project.
ADI’s structural team designed various custom brackets which were required for the curved stands in the corner of the stadium, and the supporting structures for the bespoke club shop screens, in preparation for our screen integrations. The inhouse Engineering team specified the necessary playout solutions.
In addition to manufacturing, installing and operating the platforms, ADI are responsible for creating content and then delivering it on matchdays. Matchday programming is delivered remotely from galleries at ADI’s Preston-based HQ over their proprietary Live Venue fibre network.
Advanced Control System
Live venue remote matchday broadcast
High Resolution – High Impact
The complete platform utilised ADI’s own MT LED modules, engineered and manufactured exclusively by ADI. Villa chose a high-resolution 6mm pixel pitch across all screens.
They have also opted for black LEDs, which provide enhanced contrast levels and exceptional colour representation. This ensures a future-proof platform that looks incredible, both for fans in the stadium and on the 4K broadcast feed to the global Premier League audience.
UEFA Approved digiBOARD Solution
The digiBOARD perimeter system utilises the same hardware configuration, creating what is believed to be the highest resolution UEFA-approved pitch-side platform for brands in a European stadium as well as the first to utilise black LEDs.
With a huge 1200mm height and stretching around all four sides of the pitch, this is a system that truly takes pitchside perimeter to a new level as a promotional platform for club and competition partners.
Club Store Screens & Digital signage
Dynamic Media Backdrops
“We’ve worked with ADI for over 25 years and once again they’ve proven to be an exceptional partner. From the start of the consultation, their expertise has been evident. We’re conscious that many stadiums have multiple operators managing different systems so it was important to us to have a single partner to install and operate the platform and it’s clear that ADI offers by far the best option in this regard.”
Outcome:
Villa Park now features multiple layers of digital ribbons and screens adorning stands on every side of the stadium. Additionally, the existing digital perimeter has been replaced by a brand-new UEFA-compliant digiBOARD system around all four sides of the pitch, making the stadium ‘Europe-ready’ for their third European campaign in a row.
As well as supercharging the atmosphere for fans, the screens and signage have revolutionised the commercial opportunities within the stadium. Different elements can operate separately or in tandem with other parts, with content able to be synchronised across the whole digital platform to dramatic effect.
The new Villa Store is now one of the largest and most impressive experiential club merchandise spaces in Europe. And, with plans to launch ‘The Warehouse’ music and entertainment venue later this year, Villa Park is solidifying its position as a premier destination for both football enthusiasts and discerning visitors to Birmingham.