Middlesbrough FC, together with ADI.tv and Eleven Sports Media, has been nominated at the Sports Technology Awards.
The nomination, for Best Technology for Commercial Returns, comes on the back of a first in world football last season – with the launch of a new 360° digital pitch perimeter LED system – and the progress the club continues to make.
The revolutionary system integrates a crowd-facing digital display capable of serving live match stats and social media content.
The platform, which the club works closely with ADI and Eleven on, also links in with the club’s stadium screen and a network of 70 new displays, which delivers exclusive programming, unique StatZone content, social media, news, and exclusive video content to fans throughout the Riverside.
Along with Eleven Sports Media, and working with the ground-breaking technology supplied by ADI, the club has developed and delivered an all-encompassing sponsorship and partnership programme, which in the words of Boro Chief Operating Officer, Mark Ellis, has ‘totally transformed the club’s commercial offering.’
Geraint Williams, CEO of ADI, commented: “The Sports Technology Awards recognises excellence in innovation and we’re delighted that the project we’ve delivered alongside Eleven Sports Media at the Riverside Stadium has been shortlisted.
“Since the start of this project, for which we’ve installed approximately 400 square metres of LED and a new concourse TV network, the stadium has undergone a digital transformation to become one of the most advanced fan engagement and partnership platforms in the Premier League.
“Middlesbrough Football Club has shown great vision from the very beginning and we’re delighted that the platform has been such a commercial success.”
Lee Fryett, MFC’s Head of Partnerships, added: “We’re immensely proud to be nominated for this award, which demonstrates the success of our relationship with ADI and Eleven Sports Media.
“We’re delighted with the progress that has been made on the club’s digital offering within the Riverside Stadium, and we’re excited to continue and extend that development going forward.”