Norwich City FC has partnered with ADI to install a new stadium screen at the club's home in Carrow Road.

The Epoch 400 is a 45m2 high-resolution screen which measures 400-inches diagonally and revolves between portrait and landscape.

Norwich City FC and ADI claim this screen is the first of its kind to be used in football and has the ability to change its positioning to suit different content formats. The screen can be used in portrait mode pre-match to display stats, news and team line ups to the fans – with players standing nine metres high. While the screen revolves to landscape during the match to show replays in landscape throughout the game.

"The new screen adds huge value to the matchday experience and the positive response from fans is testament to that. The screen’s ability to revolve creates incredible impact and it’s already become a focal point through which we can drive conversations with fans – so much so they’ve already given the screen its own name, created a song and set up two Twitter accounts dedicated to it," said Ed Guichard, Norwich City’s head of marketing. "It really is boundary pushing technology, and we’re working closely with ADI’s production team to ensure that we’re able to maximise its value by continuing to develop amazing content."

Guichard continued: "The potential benefits for our commercial partners are huge too. The movement of the screen, and its ability to revolve between portrait and landscape formats, creates a great brand activation platform for our sponsors and we’re excited about developing this in the future."

The digital screen also rotates to face different sections of the stadium to ensure all fans are included in the action.

Geraint Williams, CEO of ADI, added: "For the majority of large sport venues, there is no single point at which a screen can be positioned so that it is visible from all sections of the stadium. Our new Epoch screens have the ability to rotate a full 360 degrees, meaning that it can be moved to face any stand in the stadium. This means that more fans are able to benefit from the big screen experience and the club’s commercial partners are able to reach a wider audience more effectively.”

He concluded: "We’re incredibly excited to launch our new Epoch screen range with Norwich City, which is the first football club in the world to install such a transformative display."

The new Epoch screen has been installed as part of a digital transformation project at Carrow Road. The club's perimeter advertising agency, Lagardere Sports, has also installed a new high-resolution digiBOARD perimeter system, also manufactured by ADI. Meanwhile, Eleven Sports Media has installed screens along the concourse and in hospitality areas.

The new screens across the stadium can also be synchronised to create a 'Total Stadium Takeover' message, which could be used to deliver a sponsor message, or lyrics to the fan's favourite chants. 

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ADI/Epoch