ADI secures sports presentation contract for Badminton England

ADI has secured the contract to deliver a sports presentation to Badminton England and the YONEX All England 2024 Open Badminton Championships (12th-17th March 2024). Having worked on the 2023 edition of the tournament, ADI has brought a range of innovative enhancements this year, including a central Birmingham fan zone, mass audience mobile gaming, live music acts, digital athlete entrance, and unique SFX and content design.

Innovative Sports Presentation
Birmingham’s Utilita Arena has been transformed as it hosts 6 days of international competition, with ADI supplying a variety of modular LED and digital perimeter solutions which will evolve as the Championships progresses. Digital platforms with vibrant creative – including a custom LED athlete entrance for the Finals – are boosting the in-venue experience, elevating sponsors, and enhancing live broadcasts on BBC iPlayer and across 56 international territories, reaching over 350 million viewers globally.

Inside the venue, ADI is helping drive spectator interactivity through custom mobile applications, including a badminton-themed re-bound game, QGlo light and music show, and QPix and QVue – which helps showcase fans and livestream audience-generated content during the Championships.
Beyond the arena, ADI is providing an iCONIC mobile LED screen in nearby Brindleyplace to create a fan zone activation to promote the Championships, drive ticket sales, and broadcast matches to the wider public.

Client Comment
“In ADI we’ve found a supplier who can support us in evolving and future-proofing key parts of event delivery, fan experience, and broadcast output. They can help us achieve far greater levels of audience interactivity and entertainment, which is important as we continue to drive the popularity of the sport and grow new global audiences.”
Chris Miller, Head of Major Events, Badminton England

“We’re thrilled to help Badminton England push towards a greater level of sports presentation through our role as a single provider across multiple elements, developing the in-venue spectator experience – and for those watching on international broadcast – alongside the amplification of brand partners in the most innovative ways.
Thomas Taylor, Head of Sales & Sports Presentation, ADI’s Live Division

Global Event Production and Sports Presentation Provider
ADI supports some of the world’s most exciting championships, federations, and rights-holders with complete sports presentations, event LEDs, and technical production solutions. Skilled in-house teams crossing the highly creative to highly technical are brought together under a single provider.

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