There’s an all new player arrival experience at Turf Moor Stadium thanks to the latest upgrades from digital stadium specialists ADI.

Burnley FC have again invested in their matchday experience with a host of digital upgrades to Turf Moor Stadium.  Delivered by the club’s stadium digital partner ADI, the upgrades include two new dynamic, immersive tunnels as well as an additional corner screen above the players’ entrance tunnel.

Turf Moor Stadium has seen significant digital modernisation over the last 3 years, with multiple screens, signs and ribbons creating a large co-ordinated platform within and around Turf Moor Stadium.  The latest updates focus on adding value and theatre to the players’ arrival and are focused in three main areas:

• A new players’ arrival tunnel in the North-East corner of the stadium, welcoming players as they arrive at the stadium
• A new players’ entrance tunnel in the South-West corner, where players will enter the pitch prior to kick-off
• A new immersive corner screen above the players’ entrance tunnel
• New LED gantries to manage crowds as they arrive and leave the matchday

Matchday glow-up

The new Heroes Tunnel adds to the theatre of the players arrival as they disembark from the team coach and head into the stadium, cheered on by junior fans lining the “Claret Carpet”.

The players’ arrival on pitch for match kick-off has also changed this season, moving from the North-West corner of the Stadium to the South-West corner.  Following extensive consultation with the Club, ADI have created a completely new entrance tunnel – designing and building a steel-framed structure, dressed internally with LED panels to create a completely immersive digital tunnel.

As the players leave the tunnel and emerge onto the pitch, a new corner screen sits above the tunnel entrance between the two stands.

Finally, outside of the stadium bowl, ADI have installed two new double-sided LED gantries which are used to manage the flow of away fans as they approach and leave the stadium at the start and end of the match.

As with all of the LED technology within the stadium, the new screens and signage utilise ADI’s own proprietary MT LED modules.  The external signage uses 6mm MT outdoor product, whilst the internal tunnels are from ADI’s fine pitch MTi range with a 2.5mm pixel pitch.

ADI continue to act as a full platform partner – as well as installing and operating new and existing screens and signage, ADI create and deliver content across every pixel.  This ensures consistency of creative and also co-ordination of delivery to create a truly immersive experience within the stadium bowl.

Full turn-key solution

The club have benefited from ADI’s turnkey solution approach, with ADI taking ownership of every stage of the project delivery.  This includes the design, construction and delivery of all structures including the brand-new player tunnel.

This saw the erection of a temporary structure for the first few matches of the season, whilst a completely new steel framework was built around this.

Once this was completed, the temporary tunnel was removed, allowing ADI’s installation team to install the 800+ of fine pitch LED panels across the walls and ceiling.

Co-ordinated platform

The new screens will merge seamlessly with the existing broader stadium platform, explains ADI CEO Geraint Williams: “Turf Moor is already one of UK football’s most digitally advanced venues, with over 1,000m2 of ADI installed screens and signage; the new elements will join onto this platform.

“As stadiums take on increasing levels of digital infrastructure, there is the danger that they become operationally fragmented.  Every pixel of Burnley’s digital stadium platform is operated by a single club partner ensuring content can be easily controlled and co-ordinated.”

It’s not just the installation and control that ADI manage either.  Their matchday services team provide a full content creation service, working in close partnership with the club to create a fantastic fan experience.

Like every other screen within the stadium, the new screens are Powered by Live Venue, ADI’s broadcast fibre network that connects Turf Moor (and many other stadiums) to ADI.  This allows ADI’s matchday teams to operate, manage and co-ordinate every second of the matchday experience live from galleries at their Lancashire-based HQ.

“We’re considering every element of the fan journey – looking at ways we can uplift experience and increase enjoyment.  Burnley have a fantastic and loyal fanbase, but the club are keen to invest in the next generation of fans and their investment in the content experience reflects that. The new elements are part of getting fans closer to the players – their heroes – but it’s also about providing a platform for the players to feed off the fans and the stadium atmosphere.”