Hibernian FC has worked tirelessly with the UK’s leading sports LED supplier adi.tv to complete a full digital transformation at Easter Road to help improve supporters’ matchday experience and provide greater streams of revenue for the Club.

Ahead of the 2022/23 campaign, a new UEFA-compliant digiBOARD perimeter system (LED advertising) was installed around the pitch at Easter Road. This can only be found in some of the world’s most renowned football stadiums!

The innovative UEFA series perimeter boards were fully operational during the Edinburgh Derby on Sunday 7 August, and now run alongside the large LED screens and scoreboards that ADI installed last year following an extensive consultation process.

Not only will the system help provide supporters with important messaging, but it’ll also provide club partners/sponsors with greater exposure and help generate extra income for the Football Club through commercial sales.

As part of the Club’s hospitality renovation, a large internal screen has also been installed into the reception area at Easter Road. The eye-catching screen will be one of the first things seen by hospitality guests and will include special content, advertising, and messaging. Hibs have worked closely with ADI since September 2021, and they have been providing a bespoke solution to the Club, which sees specialist technicians on-site for each match, and screen content managed and delivered directly from ADI’s Preston-based galleries.

On the partnership and the new additions, Hibernian FC Chief Executive Ben Kensell said: “Adding to the LED Big screens and digital scoreboards fitted last year, the installation of a new state-of-the-art perimeter system takes the Easter Road matchday experience to the next level.

“ADI’s custom software allows us to deploy coordinated content and messaging across all LED platforms inside the stadium, providing huge flexibility for how we can help brand partners and sponsors activate their messaging and allows us to improve the matchday experience and advertise more Hibs related information.

“ADI are an industry leader, and it was a pleasure to work with them once again.”

ADI’s Client Engagement Manager, Claire Fitzgerald-Firth, added: “As manufacturers of industry-leading digital perimeter systems and with a strong pedigree in creating engaging content, we are delighted to install the UEFA product into Hibernian’s Easter Road Stadium.

“The system is a fantastic addition to the large LED screens and digital scoreboards that we installed in September. Having the ability to deliver a Total Stadium Takeover gives the Club endless opportunities from both a fan engagement and commercial perspective.”

The 10mm UEFA-compliant product installed at Easter Road features class-leading LED technology which can only be found in some of the world’s most renowned football stadiums. The system covers all three camera-facing sides of the stadium to offer maximum brand exposure for club partners. The content is then managed remotely through ADI’s nationwide broadcast fibre network which gives the in-house production team the ability to monitor the quality of output.

With over 15 years of experience in creating engaging perimeter advertising, ADI will be the preferred supplier of all club and commercial perimeter content throughout the course of the contract. This is in addition to the creative matchday content already being delivered to LED displays inside the stadia bowl. ADI’s Studios team will use an in-house CMS that offers the flexibility to deliver separate content across each display, or synchronise the output in order for a brand or Hibernian message to appear across the entire platform, known as Total Stadium Takeover (TST).

Hibs’ investment in two large LED screens and scoreboards last year not only enhanced the look and feel of Easter Road, but underpinned the Club’s ambition to reach new heights, both on and off the pitch. The positive reaction from fans and partners led to discussions around a new perimeter installation, during which digital stadium specialists ADI worked closely with the Club to deliver a perimeter solution that would boost fan engagement, commercial opportunities and brand awareness. Through dazzling LED technology and engaging content, the Club now has a multitude of channels to deliver messaging directly to their fans and partners.