Southampton became the latest Premier League club to install new Digital Board Replacement (DBR) technology at St. Mary’s. The system integrates augmented reality technology, making it possible for different audiences around the world to be targeted with different advertisements via the LED boards.

The DBR technology allows clubs to commercialise the same LED media space multiple times over, whilst helping brands to target specific regions to deliver better ROI.

The system, developed by ADI, that is installed at St. Mary’s uses the same technology that has been deployed throughout the German Bundesliga since the beginning of the 2018/19 season.

ADI’s chief executive, Geraint Williams, said: “We’re entering a new era in the way clubs activate commercial partnerships. Sponsors are demanding greater value and more opportunities to reach their audiences, and virtual advertising certainly offers a platform through which to achieve that.”