AB InBev becomes UK exclusive beer and cider partner for Live Nation
AB InBev and Live Nation have announced AB InBev as the exclusive beer and cider partner for Live Nation in the United Kingdom, spanning festivals, venues, and outdoor shows. The unprecedented scale of the partnership connects brands, including Budweiser, Corona, San Miguel, Stella Artois and more, to millions of music fans of a legal drinking age.
AB InBeventre stage at marquee moments like the legendary Pepsi MAX presents Reading & Leeds Festival, Scotland’s biggest music event, Pepsi MAX presents TRNSMT, as well as unmissable lineups at outdoor shows like Glasgow Summer Sessions and TK Maxx presents Lytham Festival. In addition to more than 20 festivals, AB InBev will activate across all Academy Music Group venues, including O2 Academy Brixton and O2 Shepherd’s Bush Empire, two of London’s most renowned live music destinations.
“Music is a universal passion point for our consumers, and our brands have been part of music culture for decades,” said Marcel Marcondes, Global Chief Marketing Officer of AB InBev. “Beer is the perfect choice for live music experiences because it’s the beverage of moderation and socialization. With this new chapter in our long-standing partnership with Live Nation, our brands will have even more occasions to create unforgettable experiences for music fans.”
For decades AB InBev and Live Nation have activated globally, reaching millions of fans at music experiences across North America, Europe, Latin America and Asia. Building on this long history of collaboration between the world’s leading brewer and the world’s leading live entertainment company, this partnership creates more opportunities for fans of legal drinking age to celebrate together.
“AB InBev has been an incredible partner to music fans around the world across many Live Nation venues and festivals,” said Russell Wallach, Live Nation’s Global President of Media & Sponsorship. “The UK has some of the world’s most passionate live music fans and legendary festivals. Live music culture runs deep here, and together, we’re committed to making those experiences even better for fans.”
Together, the companies will collaborate across strategy, creative and fan engagement to make great beer and cider an authentic part of the live music experience, with Budweiser at the forefront, drawing on its global legacy in live music. In addition to curated beverage lineups, brands across AB InBev’s portfolio will bring fans of legal drinking age closer to the music through immersive experiences, on-trade activations, and digital integrations.
While exclusive to the UK, this partnership strengthens a global relationship between AB InBev and Live Nation that will continue to deliver memorable experiences for music fans around the world.
Daktronics install largest video display in college football at Illinois
The Fighting Illini turned to Daktronics of Brookings, South Dakota, to design, manufacture and install the largest main video display in college football, totaling 17,300+ square feet. The project includes 16 LED displays that combine for more than 26,750 square feet and 30 million pixels at Gies Memorial Stadium on campus at the University of Illinois in Champaign. The project will be completed ahead of the 2026 college football season.
“We are excited to partner with Daktronics to bring the largest videoboard in college football to Gies Memorial Stadium,” said Director of Athletics Josh Whitman. “These new visual resources reflect our commitment to providing one of the nation’s best game day experiences. Under Coach Bielema’s leadership, and with an electric fan base that is now filling our stadium to near capacity, our program has become one of the most successful and exciting in major college football. We are thrilled to make this major investment in our historic stadium – one of the sport’s great venues – as we continue our efforts to enhance the experience for our fans, student-athletes, and others, all with an eye toward building a championship program.”
Main Video Display Details
The new south end zone display will measure approximately 69 feet high by 250 feet wide and will feature a 10-millimeter pixel spacing for high-resolution imagery and improved contrast. The size of the display will allow for larger-than-life content, including live video, instant replays, graphics, animations, game statistics and sponsorship messages.
The display features 16 million pixels and would be the fifth-largest display in professional football. It is roughly the same size as the main outfield display at Citi Field in New York and 3.4 times the size of the main display at Soldier Field in Chicago. For reference, it would take 1,621 60-inch televisions to cover the entire display.
“We’re excited to partner with the University of Illinois on this project to bring the largest display in college football to life,” said Daktronics Vice President of Live Events Jay Parker. “College football is a tradition that brings people together and creates unforgettable moments. This project reflects the passion and scale of college football, and we’re proud to help make those memories even more impactful in Champaign, Illinois.”
Top 10 Largest Displays in College Football
| 1. Illinois | 17,315 sq. ft. |
| 2. Auburn | 10,690 sq. ft. |
| 3. Purdue | 8,461 sq. ft. |
| 4. Oregon | 8,208 sq. ft. |
| 5. Michigan | 8,165 sq. ft. |
| 6. Wisconsin | 7,941 sq. ft. |
| 7. Utah | 7,808 sq. ft. |
| 8. Oklahoma | 7,803 sq. ft |
| 9. Mississippi State | 7,777 sq. ft. |
| 10. Texas A&M | 7,635 sq. ft. |
Additional LED Display Details
Supplementing the in-bowl experience, a super ribbon in the north end zone and two sideline ribbon displays are being installed along the seating fascia as well as two field-level displays and eight bleacher displays being installed as well. The north end zone super ribbon measures roughly 12.5 feet high by 180 feet wide and each sideline ribbon measures roughly 4 feet high by 427 feet wide. Both field level displays measure nearly 5.5 feet high by 34 feet wide. All three ribbon displays and both field-level displays feature 10-millimeter pixel spacing.
The eight bleacher displays each measure roughly 5.5 feet high by 12 feet wide and feature a tight 2.9 millimetre pixel spacing. These displays deliver additional statistics, graphics and sponsorship messaging throughout events.
On the backside of the main video display, two video displays face outside of the stadium to connect with fans as they arrive and experience the game-day atmosphere. These displays each measure 29.5 feet high by 52.5 feet wide, feature 10-millimeter pixel spacings and are some of the largest backside displays in college football. Its flexibility allows for pre-game hype videos, post-game victory animations showcasing the score for fans to celebrate, promotional opportunities for upcoming games and university events, and sponsorship or university messaging needs.
Daktronics is also including a complete Show Control solution including Camino with this installation. This industry-leading control system provides a combination of display control software, world-class video processing, data integration and playback hardware that forms a powerful yet user-friendly production solution. The addition of Camino to the control system will provide a new level of functionality to create dynamic, real-time rendered content never before possible in a Daktronics system.
Camino opens up creative possibilities to display visuals in a 2D/3D space, incorporating data-based logic to automate production elements, and developing timelines within a single piece of content so it can react in real time as the event unfolds.
In addition to the equipment installation, the Fighting Illini will also receive a content package that will be produced and delivered by Daktronics Creative Services.
Eintracht Frankfurt extend Deutsche Bank partnership
Eintracht Frankfurt and Deutsche Bank AG will continue their cooperation long into the future. The agreement, centred around Deutsche Bank Park, has been extended ahead of schedule by eight years until 2035, and enhanced as regards content. The term matches the existing stadium lease agreement with the City of Frankfurt.
With this, both sides are making a clear statement of continuity and reliability, providing timely planning certainty and a strong basis for the sustainable development of the most comprehensive cooperation agreement in the history of Eintracht Frankfurt over the coming years. The parties have agreed not to disclose the financial terms.
The agreement with Deutsche Bank is special for us in various respects as it represents trust, vision and shared values,” explained Axel Hellmann, CEO of Eintracht Frankfurt Fußball AG. “It forms a central component of our strategic development – financially, structurally and with a view to our ambitions in both domestic and European competition. This early extension is a strong commitment to the region, to the location of Frankfurt and to a close alliance between two strong brands. It has great scope and is vital to Eintracht’s long-term course.”
Two strong institutions with regional roots and international influence
Eintracht Frankfurt and Deutsche Bank are two of the leading institutions in the Rhine-Main region and carry great relevance both nationally and internationally. Both are symbolic of the economic, social and cultural significance of Frankfurt as a financial centre.
The partnership combines two complementary forces: as a Bundesliga football club, Eintracht Frankfurt brings a high media reach, emotional connection to the fans and members as well as a strong identification with the region, among other things. As the leading German bank, Deutsche Bank Park enriches the partnership with global financial expertise and its structurally significant role for the economy and society. This combination creates mutual added value and underlines the leadership of both parties in their respective fields.
“Eintracht Frankfurt is an exceptional club with international ambitions, regional strength and a clear stance – that’s a perfect fit for us,” said Christian Sewing, CEO of Deutsche Bank. “We are proud that we will continue to be associated with Deutsche Bank Park as the naming rights holder. For us, this partnership with Eintracht Frankfurt goes far beyond simple sponsorship: it is an expression of our long-term commitments to the location of Frankfurt and the people who identify with this region. Moreover, the contract extension underscores our commitment to the values that also define sport: willingness to work, fairness and cohesion.”
Clear commitment to location of Frankfurt
“The partnership between Deutsche Bank Park and Eintracht Frankfurt highlights the clear commitment of both partners to the location of Frankfurt,” declared Lord Mayor Mike Josef. “The fact that two globally renowned institutions with roots in Frankfurt have been working so closely and reliably together for many years is anything but a matter of course – and all the more welcome. Deutsche Bank is setting an example here, especially at a time when Germany as a business and sporting location urgently needs such clear and long-term signals.”
Deutsche Bank Park has gained international fame in recent years. It set out with the aim of turning the sports facility in the city forest into a meeting place for all citizens, and has succeeded in doing just that: through high-class events, concerts by global stars, thrilling sporting events and a wide range of sporting activities, such as the climbing forest.
“Deutsche Bank Park is now the most important event venue in Hesse, not only at Eintracht Frankfurt home games, where the stadium’s character is most clearly visible and palpable, but also far beyond,” added Josef.
Partnership with substance
A key component of the cooperation is Deutsche Bank's role as the ‘Official Banking Partner’ of Eintracht Frankfurt. The club already uses the bank’s products, services and expertise in key financial and service areas – from payment processes to consulting services – and Deutsche Bank plays a leading role within the financial partner portfolio. Together, both partners want to deepen their cooperation, further develop solutions, optimise processes and explore new approaches, with the aim of creating concrete added value for the club, its organisation and the fans.
A particularly visible outcome of this commitment is “mainpay”, the integrated payment system in the Eintracht app “mainaqila”. Mainpay is about modern, secure and fan-focused payment, and will provide added value in the future by being integrated into the stadium and event experience. In addition, the parties want to introduce further attractive financial products for members and supporters of the club.
Beyond traditional banking services, the partnership will also become more visible in the club’s sporting activities in future. Deutsche Bank’s logo will appear on the sleeves of the training and warm-up clothing worn by the men’s and women’s professional teams, the U21s and, from next season, the youth academy. This brings Deutsche Bank even closer to the core sporting business and anchors it in daily training operations – especially for the women and men, who train at Deutsche Bank Park.
Deutsche Bank Park: Meeting point with potential
Deutsche Bank Park will remain the key pillar of the joint activities. The goal is to continue developing the site as a modern, multi-functional event and meeting space beyond match operations and with greater benefit for the Rhine-Main area.
The past few years have shown that this approach is already being implemented: the climbing forest on the stadium grounds is a new leisure facility that combines sport, nature and family fun. This is complemented by a nature trail with several stations for environmental education and a fitness trail. Recurring events such as the Easter egg hunt around Deutsche Bank Park also underline the aim of establishing the location as a place for experiences and encounters beyond matchdays.
At the same time, the partners are continuously developing service and digital approaches in stadium operations with the aim of simplifying processes, reducing waiting times and significantly increasing comfort for visitors. For example, they are expanding cashless food and beverage offerings, among other things. One flagship project is a “frictionless” kiosk, which is designed to enable an even faster, smoother and completely cashless shopping experience. In addition, the partners want to jointly establish an annual financial education event for schoolchildren from Frankfurt and the surrounding area.
With this long-term alignment of the partnership, visitors to Deutsche Bank Park can look forward to more new elements, offerings and development in the future – in the stadium, in the area and beyond.
ADDER TECHNOLOGY: IP KVM: Enabling Complete Control Without Boundaries
Today’s live sports broadcasters are under immense pressure to deliver flawless, high-quality content to fans anywhere in the world. Although the on-screen viewing experience may appear effortless, it is supported by a tightly coordinated network of processes that unfold off the pitch to bring the live action to the audience. Operators must deliver multi-angle replays in response to on-field decisions, manage a continuous flow of multi-format video feeds and produce instant edits enhanced by real-time graphics and analysis – all without disrupting the viewer’s experience. Many broadcasters are expected to tailor content for multiple platforms simultaneously, from linear television to streaming services and social media highlights, which requires even more precision, speed and flexibility across the entire production.
At the same time, the sports production landscape is undergoing a complex and accelerated transformation. Broadcasters are being challenged to rethink how their production ecosystems are designed, built and managed. At the heart of this transition are the systems that power these technologies. One solution becoming essential in this evolution is Internet Protocol-based (IP-based) infrastructure. With its scalability, interoperability and flexibility, IP offers a future-proof foundation, capable of adapting to the ever-growing demands of live sports broadcasting.
Read the full article from ISSUE 45 below:
https://issuu.com/mondiale/docs/mdst45_digitallr/86
TYPSA and Fenwick Iribarren to work on plans for new Malaga stadium
The Malaga City Council has taken a key step towards deciding on the future stadium of Malaga CF. Through the company Promálaga, it has awarded the contract to evaluate where the new stadium should be built to two companies, TYPSA and Fenwick Iribarren Architects.
The objective of the contract is clear: to analyse different locations in the city and determine, through technical and economic criteria, which would be the best place to build a first-in-class stadium, with a capacity between 45,000 and 55,000 spectators, that meets UEFA category four requirements.
TYPSA is an engineering firm with extensive international experience and has participated, among other projects, in the remodelling of the Bernabéu. Fenwick Iribarren is an architectural company who specialise in stadia and created a number of the venues for the 2022 FIFA World Cup in Qatar.
The five locations that will be studied by the City Council for development:
- La Rosaleda, expanding and developing the current stadium, as proposed for the 2030 World Cup.
- University-expansion area in Teatinos.
- San Cayetano.
- Lagar de Oliveros, in the west of the city.
- Manzana Verde, a project built around the community.
What will the process look like for building the new Rosaleda?
The work will be divided into two phases. In the first five weeks, information will be collected and a preliminary analysis will take place in order to select at least three viable locations, with La Rosaleda being one of these three. In the second phase, eight weeks, a detailed comparative analysis will be carried out, taking into account urban aspects, mobility, sustainability, social impact, economic cost and return on investment.
The final result will be a report that will propose the most suitable location and a roadmap with indicative deadlines and costs to build the new stadium.
Stadium technology and the future fan experience at ISE 2026
As February approaches, ISE will once again take over Barcelona with ISE 2026 from 3–6 February at Fira de Barcelona, Gran Via. This year’s show is set to be a defining moment for the stadium and large-venue landscape: a place to see the technologies that will shape tomorrow’s productions, make meaningful industry connections, and tap into education that genuinely moves the craft forward.
This year’s theme, ‘Push Beyond,’ isn’t just a slogan – it’s a call to action for stadium operators, venue managers, and technology professionals to experience the next frontier in live sports and entertainment technology.
Lighting & Staging: Immersive Spectacle and Sustainable Solutions
The Lighting & Staging Tech Zones, located in Halls 6 and 8.1, is a must-visit for anyone involved in stadium production. Here, the latest in intelligent lighting, motion tracking, video mapping, and holography converge to create immersive experiences that begin the moment fans enter the venue. Expect to see brands like ETC, Clay Paky, Robe, and Elation demonstrating energy-efficient LEDs, modular designs, and advanced control systems that not only dazzle but also support sustainability goals. The integration of IoT and AI enables lighting to adapt dynamically to crowd movement and ambient conditions, enhancing both spectacle and operational efficiency.
Read the full article from ISSUE 45 below:
https://issuu.com/mondiale/docs/mdst45_digitallr/82
X-Laser projectors provide visual spectacle at CareFirst Arena
Basketball fans in Washington, D.C., get to enjoy an even more spectacular visual experience during each Washington Mystics game this season. The team’s in-game video content now features eye-catching effects generated by X-Laser projectors.
Shown on video boards at CareFirst Arena during pregame player introductions and at key moments throughout each game, the clips showcase individual Mystics players surrounded by dynamic laser beams. And to enhance the viewing experience for all fans, whether attending in person or watching at home, the team also intersperses the clips during its TV broadcasts.
Read the full article from ISSUE 45 below:
https://issuu.com/mondiale/docs/mdst45_digitallr/78
Karan Kathuria: RENKUS-Heinz
For ISSUE 45, MONDO | STADIA interviewed Karan Kathuria, Director of Sales & Business Development, RENKUS-Heinz.
Stadium projects often require strict adherence to international guidelines (such as FIFA’s minimal SPL requirements or FIBA standards). How does Renkus-Heinz ensure its systems meet these rigorous performance benchmarks right out of the box?
FIFA’s peak sound level expectations are 105 dB SPL, and Renkus-Heinz ensures this through a blend of beam steering, line arrays, and point source solutions. By using precise EASE simulations of the stadium, we are able to determine the most accurate speaker localisation to deliver the FIFA standard of uniformity of ± 3 dB SPL.
Read the full interview from ISSUE 45 below:
https://issuu.com/mondiale/docs/mdst45_digitallr/18
Virginia Tech Improves Live Event Experience with Daktronics Displays
Daktronics of Brookings, South Dakota, was asked by Virginia Polytechnic Institute & State University (Virginia Tech) to manufacture and install two main video displays and four wing video displays at Cassell Coliseum in Blacksburg, Virginia. The installation took place in 2025 and is currently entertaining Hokies fans at men’s and women’s basketball, wrestling, volleyball, and other special events held at the venue.
“The new Daktronics video boards in Cassell Coliseum have been a night and day change for our fans,” said Virginia Tech Senior Associate Athletics Director, Production & Multimedia, Jed Castro. “They are HUGE. They are bright. And even though our arena can't support a center hung, when you enter the arena, your attention is automatically drawn to HokieVision, thanks to Daktronics.
“The design is unique to our venue, and it has allowed us to keep stats up the entire game, something that our fans have been asking for the past few years. We've also added more space - and more productive space - for our multimedia rights partner to sell, allowing them to put up more than just a logo. With these boards, and the creativity of our staff and students, we've not yet begun to scratch the surface of what we can do for our fan experience. It might be the biggest improvement to the Coliseum in its 60-year history.”
Main Video Display Details
The main video displays at Cassell Coliseum each measure approximately 24.5 feet high by 44 feet wide and each features 3.9-millimeter pixel spacing to deliver crisp images and graphics to student-athletes and fans. These are capable of variable content zoning so each can show multiple zones of video, replays, statistics, game information and sponsorship messages.
“Daktronics is proud to be part of these LED display enhancements at Cassell Coliseum. Fans are sure to enjoy the larger high-resolution displays, creating a whole new atmosphere for Hokie nation,” said Charley Bocklet, region manager at Daktronics. “These improvements follow the scorer’s table upgrades Daktronics provided last year and the change has been transformational for the fan experience.”
Flanking the main displays are four wing displays, two at each end of the arena. All four wing displays measure roughly 11.5 feet high by 18 feet wide and all feature the same 3.9-millimeter pixel spacing as the main video displays. These displays are used to provide supplemental information, graphics and messaging to meet the needs of Virginia Tech Athletics and any event held at Cassell Coliseum.
Daktronics included a complete Show Control solution with this project. This industry-leading control system provides a combination of display control software, world-class video processing, data integration and playback hardware that forms a powerful yet user-friendly production solution.
Rounding out the project are six backlit ID panels, six locker room clocks and four shot clocks with lighting strips.
Daktronics has grown with the sports industry from the company’s beginnings in 1968. Today, the company has LED video display installations at hundreds of colleges and universities across the United States.
Edgbaston Stadium launches UK-First Automated Cup Return System Technology
Edgbaston Stadium has announced it will become the first business in the UK to deploy innovative smart-return technology from Aucxis, built on its proven STAR RFID solution, specifically designed to revolutionise and speed up the customer journey for cricket fans.
In a landmark collaboration between Edgbaston, its long-standing Strategic Partner Levy, Event Cup Solutions, and technology experts Aucxis, the stadium is set to eliminate traditional refund queues and modernise how visitors move through the ground.
Launching this spring, ahead of a busy cricket season with Internationals including the Women’s T20 World Cup and domestic fixtures including Vitality Blast Finals Day, the technology allows visitors to enjoy fussfree cup returns with an automatic “deposit refund ” when leaving the stadium. This ground-breaking STAR RFID solution has been successfully rolled out in Aucxis’s homeland, Belgium, and its arrival at the worldfamous Edgbaston Stadium marks a significant upgrade in spectator convenience.
The project builds upon a strong existing foundation with Event Cup Solutions, which has been the reusable cup provider of choice at the stadium since 2023 This latest innovation takes the supply to the next level by ensuring the return process is as high-quality as the service itself.
The primary benefit of this innovative deposit return system is the total removal of frustrating queues for visitors waiting to hand in empty cups at the end of a match. By simply dropping cups into "smart collection points," fans can head home faster without the usual bottlenecks. The technology also provides certainty that deposits will be refunded to the correct account, even if a friend or family member returns the cups on the purchaser’s behalf. Because the system recognises the original transaction, whoever has paid for the drinks gets their money back automatically, making it the perfect solution for groups and families.
Beyond the visitor experience, the system also delivers operational and sustainability benefits. RFIDenabled collection points handle large volumes simultaneously, reduce manual counting for staff and support a circular reuse model that lowers single-use waste, all without any extra effort from visitors.
Lucy Hayes, Operations Director for Edgbaston Stadium, commented: “We are immensely proud to be the first UK venue to adopt this technology. Our priority is always to provide the best possible experience for everyone who visits our ground. By introducing this automated cup return system, we are removing one of the main pain points for fans – the queue to return cups at the end of the day. This is about making a visit to Edgbaston Stadium as seamless and enjoyable as possible from the moment you arrive until the moment you leave.”
Adam Hucknall, Levy General Manager at Edgbaston Stadium, added: “This is another example of the innovative suppliers and collaborations we bring to our partner venues. Our focus is to ensure that visitors to Edgbaston Stadium can experience their day out with the least amount of hassle. We are always looking for solutions to help improve the customer journey, while keeping everyone safe, and this automated system from Aucxis is a significant step forward in putting the fan first.”
Jason Scrivens, Chief Innovation Officer at Aucxis, stated: “After seeing the success of our smart-return systems in Belgium, we are thrilled to partner with Event Cup Solutions in such an iconic sports venue as Edgbaston Stadium for our UK debut. Our technology is designed to handle high-capacity crowds with precision, to make life easier for the public, ensuring that returning a cup is as quick and simple as possible. We look forward to helping cricket fans enjoy a faster, smarter experience this summer.”
This new system ensures that Edgbaston Stadium remains at the forefront of global stadium innovation, prioritising fan comfort and stress-free visiting.