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Innovations
Thursday 14 May 2015

The first major event at Bordeaux's New Stadium

In a week's time, the New Bordeaux Stadium will be hosting the first major event in its history.

With the aim of orchestrating an event rich in emotion, the teams from the stadium and the resident club, Girondins de Bordeaux Football Club, are actively working on dressing up the playing area.

The pitchside of the stadium is equipped with LED panels that have become an integral part of the sporting landscape. The story goes back to the 1960s, to the 1966 World Cup in England. With the penetration of televisions in homes rising sharply, football and, more specifically, the world of stadiums became a real place for sponsor activation. The first sandwich men appeared on the pitch. Evolving in symbiosis with technological advances, these brand communication operations developed through static panels, then scrolling panels and finally dynamic advertising panels integrated into stadiums at the dawn of the 21st century.

Today, located along the pitch in the North, East and South stands, the LED signage at Bordeaux's new stadium comprises a total of 72 LED modules with a cumulative dimension of 190 metres. The installation of the panels is regulated by the Union des Clubs Professionnels de Football (UCPF), which, in agreement with the federations concerned, sets out the standards to be met for technical and safety reasons in its marketing guide. The height of the panels must not exceed 90 cm above ground level, the minimum distance from the touchlines must be 5 metres, and the panels must be positioned 6 metres from the goalposts.

Did you know? Girondins de Bordeaux Football Club has contributed to the rise of the sports sponsorship market in France. To do this, we have to go back to 1965, when the Ligue de Football Professionnelle (LFP) signed an agreement with the company VITTEL with the aim of having first and second division professional teams wear the brand's name on their shirts, but the Girondins club objected and replaced the name with Bordeaux. A meeting of the club presidents was held and all the teams agreed to carry out individual actions that would give them complete freedom to sell their shirts.