Twickenham to be 'most technologically advanced' stadium in Europe

Twickenham Stadium: aims to boost interaction and engagement with spectators
Twickenham Stadium: aims to boost interaction and engagement with spectators

The Rugby Football Union has signed a partnership with sports sponsorship firm Sports Revolution to make Twickenham the most digitally advanced stadium in Europe.

Twickenham, the home of England rugby, has been kitted out with a new LED fan-engagement and advertising system that stretches one kilometre around the bowl at pitch side and middle-tier levels.

Twickenham's pitch-side LED advertising boards have been replaced and reconfigured with taller and higher definition units.

Sports Revolution, which has become the Rugby Football Union's (RFU) exclusive in-stadia advertising partner, claims that the mid-tier "ribbon" is the first of its kind at a sports stadium in Europe and has been designed to "boost interaction and engagement with the crowd", by displaying messages and encouraging spectator support during breaks in play.

The new technology is debuting at the England’s ongoing 2012 QBE Internationals at Twickenham Stadium between England, Fiji, Australia, South Africa and New Zealand.

Vange Kourentis, Sports Revolution's group commercial director, said: "We are thrilled to be part of these exciting changes to Twickenham Stadium and to partner with the RFU. This is an important development in ensuring that fans are kept at the heart of the game.

"We believe that understanding the fan and improving the match-day experience is key to building successful partnerships between rights holders, sponsors and fans."

Sophie Goldschmidt, the RFU's chief commercial officer, added: "Our work with Sports Revolution is the first stage in establishing Twickenham Stadium as one of the most digitally advanced rugby grounds in Europe. We choose our partners carefully and look for those who offer insight and understanding of what we can do to continually improve the fans' overall experience.

"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."

Last month, Marketing reported the RFU was considering selling Twickenham's naming rights ahead of the 2015 World Cup.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer