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Millwall move to digital advertising platform

Installation of LED boards at The Den...

12 July 2018

The 2018/19 season will see LED advertising boards around the perimeter of The Den's pitch.

In partnership with stadium technology specialists ADI, installation of the boards is set to be completed before the first use of The Den in 2018/19 - Jimmy Abdou's testimonial against VfL Bochum 1848 on Saturday 28th July.

The move to digital advertising brings The Den into the modern era and will improve sponsorship offerings, with the club creating exciting new packages to satisfy local businesses' needs.

Stuart Lock, Head of Commercial and Retail at Millwall Football Club, said: "I’m delighted to announce that LED perimeter advertising boards will be introduced at The Den for the upcoming season. The boards will be visible from three sides of the stadium and will provide a dynamic advertising platform for local, regional and national businesses, allowing them to engage with our supporters.

"Commercially, this will generate new and exciting advertising opportunities, giving our partner's adverts a stronger, louder voice. We have chosen to partner with ADI, who have consistently delivered exceptional advertising platforms for a number of clubs across the UK.

"We have created a number of partnership opportunities which will generate exposure for our club partners on a national scale through the LED platform, digital assets, hospitality and networking events, to name a few.

"We hope that our supporters are excited about the new LED system, which will first be in use for Jimmy Abdou's testimonial match on Saturday 28th July."

Meanwhile, Geraint Williams, CEO of ADI, added: "We're excited to be working with Millwall Football Club to help transform the stadium through new display technology. As the leading provider of LED in English football we've seen, time and again, how this technology can revolutionise the way the club and its commercial partners interact with fans.

"Not only does the new digiBOARD system provide a high impact platform for commercial partners, it also offers a prominent channel through which to deliver match information and fan targeted content – adding to the matchday experience.

"We worked with the club for a number of weeks to design a technical and commercial solution that worked specifically for Millwall. In that time the team showed a real desire to create a platform that offered value for club partners and fans, and we're delighted that we've been able to help the club achieve that."

For further information on the packages, or for any other info, please contact Andrew Stead on or by calling 020 7232 1222.

For information on the technology visit

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