Championship: Middlesbrough install a 360° LED advertising board targeting fans in the stands

Middlesbrough FC (Championship) will install a 360° LED advertising board around the pitch at the Riverside Stadium (35,000 seats), the club announced on 30/07/2015. 70 LED panels will be installed, facing the spectators in the stadium, displaying statistics, videos and fan's messages on social networks to enrich fan experience.

The club worked with ADI.tv, a British company specialising in LED advertising boards. All content that will appear on the new screens will be generated by the "Live Venue" ADI fibre network, which will manage the distribution on screens from its offices in Preston (ENG). The device will be tested for the first time during the match between Middlesbrough and Leeds United during Matchday 9 of the Championship on 27/09/2015.

"We’re investing in a long-term relationship with Middlesbrough, through which we’ll share our expertise - delivering cutting-edge stadium technology to create an engaging experience that delivers real value for the club, its fans and commercial partners," stated Geraint Williams, the chief executive of ADI, on 30/07/2015.

"A business model…