RUGBY FOOTBALL UNION (RFU) lead partner O2 was the main beneficiary of a new LED fan engagement and advertising system installed at Twickenham Stadium and unveiled during this season’s QBE Internationals.
The system stretches one kilometre around the bowl at both pitch side and middle tier in the stadium.
The mid-tier LED ribbon is the first installation of its kind at a sports stadium in Europe and is designed to boost interaction and engagement with the crowd, relaying messages and encouraging support during breaks in play.
During the autumn internationals, however, Frontloaded observed that O2 has been the main beneficiary of the technology, which is effective at mid-tier level because rugby union is a sport where the ball is frequently air-borne from kicks during free play as well penalties and conversions.
The new technology forms part of an exclusive media sales partnership signed between Sports Revolution and the RFU for in-stadia advertising.
“Our work with Sports Revolution is the first stage in establishing Twickenham Stadium as one of the most digitally advanced rugby grounds in Europe,” said Sophie Goldschmidt, RFU chief commercial officer.
“The new LED system has been well received during the first two QBE Internationals and we look forward to implementing the next phase to ensure Twickenham’ s long standing status as a cutting edge stadium.”
Sport Revolution’s in-venue mobile content offering for English Premier League clubs features in the November issue of Sports Marketing Frontiers.
By Matthew Glendinning
Follow Matthew on Twitter: @mattglen