pitch surface are used to create a similar effect. Nevertheless, those observing from inside the stadium will not see this as a cohesive unbroken image, but rather as one with many different separate parts. LED boards have become established at the 1.Liga (1st division) clubs – at least in the TV-on area, which is directed at the TV cameras. In the 18 Bundesliga stadiums there are over 4,000 linear metres. In the second row or on the back straight there are almost 3,000 metres of LED displays. In the TV-off area, the construction of the respective building and the marketing potential sometimes necessitate very individual solutions. For example, in the Allianz Arena, German champions FC Bayern München display on 249 metres of LED boards as a “U” in the front row. In addition to this there are 105 metres on the back straight in the second row. Lesser market players such as SC Freiburg (Schwarzwald-Stadion with a spectator capacity of 24,000) and SC Paderborn (Benteler-Arena with 15,000 capacity) each have 100 metres of LED boards. In the 2.Liga the “U” in the TV-on area (3,843.36 linear metres) right next to the pitch is no different from those at the 1.Liga clubs. But LED boards not only offer advantages over static advertising for television broadcasts. The dynamic and varied content on the displays also serves to heighten the awareness of the fans in the stadium. The motion, animation and changing colours are an eye-catching spectacle for the spectators gathered there. In the meantime, for all the clubs that have already been in the top divisions for a number of years, a level of saturation has been reached, which can hardly be bettered using conventional means. Partner advertising areas are directed at the cameras, but also at various regional target groups in the stadium. This is where virtual advertising comes into play: for example, the 250 metres of LED boards at Borussia Dortmund’s SIGNAL IDUNA PARK can already also be used for virtual advertising. www.stadiaworld.com 19 DIGITAL DISPLAYS SIGNAL IDUNA PARK (DORTMUND, GERMANY) Capacity: 81,365 Owner: Borussia Dortmund 250 m TV on 1st row (virtually usable) 120 m TV on 2nd row (static with LED) 44 m TV off Picture: imago
RkJQdWJsaXNoZXIy MzU2MjQ=