Digital leap for ‘The Clarets’ home ‘Turf’



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Burnley FC digital stadium transformation Image: Burnley FC

The English association football club Burnley F.C. (UK) will set up innovative digital signage and futuristic LED big screen technology as part of an ambition to make their home ground – Turf Moor – one of the most digitally connected stadia in English football.

‘Burnley Football Club’ stated that subject to planning permission, the club will begin installation of two curved LED big screens in the North East and South East corners of Turf Moor, giving fans the opportunity to savor high-definition replays, the latest matchday updates and additional entertainment.

The Burnley Football Club is an English association football club based in Burnley, Lancashire (UK). Founded on May 18th, 1882, it was one of the first to become professional, and subsequently put pressure on the Football Association to permit payments to players.

The 21,944-capacity Turf Moor is an association football stadium in Burnley, Lancashire, England, which has been the home of Burnley F.C. since 1883. This unbroken service makes Turf Moor the second-longest continuously used ground in English professional football.

New cutting-edge digital signage will also be installed across all four sides of the facility, with the latest in LED branding technology replacing old static boards.

‘Burnley Football Club’ further stated that the modernization plans seek to improve the matchday viewing experience for both spectators in the stands and those watching on television, in addition to uplifting exposure for local businesses and club partners.

The improvement works will also see new digital signage and wayfinding installed throughout the public areas inside and outside Turf Moor, upgrading the look and feel of the stadium and aiding communication with supporters and the local community.

The new technology will be fully integrated and digitally connected, allowing the club to share news, information and updates immediately with supporters across all branding touchpoints.

The new signage will also be used to communicate safety information and provide important travel updates and other practical advice for supporters.

Tastefully introduced in line with the stadium’s heritage, the new digital branding will proudly celebrate the club’s history with club honors, historic milestones and player achievements featured on exterior branding throughout matchdays and non-matchdays. Other seasonal and cultural moments can also be marked by the club throughout the year.

If granted the nod, initial work could be completed in time for the 2021-2022 seasons, with the ambitious project overseen by the Preston-based stadium engagement specialists ADI.

A global leader in LED screen technology, the Lancashire (UK) firm has been responsible for the introduction of similar technology for world-class sports organizations including Formula One, Bundesliga team Borussia Dortmund (Germany) and Royal Ascot (racecourse in Ascot, England).

Remarked Burnley Chairman Alan Pace, “These plans mark the next step in our long-term vision to improve Turf Moor and introduce world-class technology at Burnley Football Club. Over the last few months, we have been listening carefully to our supporters and partners about how we can improve the matchday experience, and I believe that these proposals will have a major impact.”

Added Pace, “The introduction of big new screens and integrated LED technology will help our supporters feel more connected to the match than ever before, while enhancing the image of Turf Moor on TV and projecting our club’s unique identity to the millions watching around the world. Upgrading old traditional signage will not only help the club to unlock its commercial potential to national and international brands, but also provide local businesses with uplifted branding and a new opportunity to benefit from the Premier League’s global reach. I am delighted we have been able to partner with ADI, an industry-leading Lancashire technology business, to make this possible.”

Geraint Williams, ADI CEO, added, “We are delighted to be working in partnership with a forward-thinking organization like Burnley Football Club to deliver this world-class sports stadium digital platform. As a Lancashire business, we are immensely proud to be appointed by Burnley to deliver these technological upgrades and can see the clear benefits for not just the club’s supporters, but also the wider community and local businesses.”

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