Pitchside & Mid-tier LED
Gillingham Football Club
- The Challenge
The club faced several challenges in implementing digital technology. They needed a solution that would effectively increase sponsorship revenue by providing a more engaging advertising platform. Additionally, they aimed to improve the overall match-day experience for fans with real-time results and dynamic content on LED displays. The project’s management team required careful planning and coordination to ensure seamless installation and operation of the LED systems, while considering site lines, positioning, access, power, and data requirements.
- The Approach
Pioneer Group, the chosen AV partner, collaborated closely with Gillingham FC and Unilumin to ensure a successful project execution. Early discussions focused on designing the LED frames and addressing access and safety requirements. The project team included stakeholders from both parties, including the club Chairman, Director of Operations, Safety officer, Architect, and Groundsman, all working alongside Pioneer Group’s management team. The installation of power, data, and LED was completed in 3 weeks, and the entire process was planned meticulously to meet the tight timelines.
- Video
- The Solution
The proposed solution involved a comprehensive digital transformation of the stadium. Gillingham FC invested in a 360-degree pitch side LED, covering all four sides of the pitch, creating new revenue opportunities for local and major advertisers. To supplement this, static poster frames will be installed on the rear of the LED, offering both digital and static advertising options. The Medway stand was equipped with 113M linear metres of mid-tier LED, providing additional sponsorship opportunities for the main sponsors. To manage the content and deliver real-time results, the LED systems are driven using the latest Incrowd Cast software.
- The Outcome
The digital transformation of Gillingham FC’s stadium has already had a significant impact on the club and its fans. The implementation of LED displays and digital advertising opportunities has resulted in increased sponsorship revenue. The club was able to offer more flexible commercial packages to sponsors, allowing them to choose the number of slots, duration, and physical length of their advertisements. This enhanced offering has led to an anticipated Return on Investment (ROI) within 14 months, aligning with preseason expectations.
The planned introduction of IPTV and a Jumbo screen will further improve the fan experience and will contribute to increased ticket and merchandising sales. The new ownership and staff have fully embraced the technology, setting a proud example for other clubs to follow in a similar path of digital investment. Gillingham FC’s journey into digital transformation has only just begun, and they are committed to enhancing the stadium and fan experience further still over the next 12-18 months.
- The Outcome
This case study of Gillingham FC highlights the successful implementation of digital technology to increase revenue and improve the fan experience. By adopting LED displays, dynamic advertising options, and real-time content delivery, the club achieved its objectives of higher sponsorship revenue and better fan engagement. The project’s success showcases the benefits of embracing digital transformation in the sports industry, setting Gillingham FC as a leading example for other clubs to follow suit and explore similar investment opportunities in the future.
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Stadia & Venue Services
LED Ribbons – Mid tier and pitchside
Jumbo screens
Digital Signage
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