Premier League team Burnley FC gets digital at Turf Moor Stadium with the help of its partner ADI

Burnley FC has invested in its matchday experience with various digital upgrades to Turf Moor Stadium. Delivered by the club’s stadium digital partner ADI, the upgrades include two new immersive tunnels as well as an additional corner screen above the players’ entrance tunnel. 

The new Heroes Tunnel adds to the theatre of the players arrival as they disembark from the team coach and head into the stadium, cheered on by junior fans lining the “Claret Carpet”.

The players’ arrival on pitch for match kick-off has also changed this season, moving from the North-West corner of the Stadium to the South-West corner. ADI has created a new entrance tunnel - designing and building a steel framed structure, dressed internally with LED panels to create an immersive digital tunnel.

As the players leave the tunnel and emerge onto the pitch, a new corner screen sits above the tunnel entrance between the two stands.

Finally, outside of the stadium bowl, ADI have installed two new double sided LED gantries which are used to manage the flow of away fans as they approach and leave the stadium at the start and end of the match.

As with all of the LED technology within the stadium, the new screens and signage utilise ADI’s own proprietary MT LED modules. The external signage uses 6 mm MT outdoor product, whilst the internal tunnels are from ADI’s fine pitch MTi range with a 2.5 mm pixel pitch.

ADI CEO Geraint Williams says: “Turf Moor is already one of UK football’s most digitally advanced venues, with over 1,000 m2 of ADI installed screens and signage; the new elements will join onto this platform.” 

“As stadiums take on increasing levels of digital infrastructure, there is the danger that they become operationally fragmented. Every pixel of Burnley’s digital stadium platform is operated by a single club partner ensuring content can be easily controlled and co-ordinated.”

ADI’s matchday services team also provide a full content creation service, working in partnership with the club. Like every other screen within the stadium, the new screens are powered by Live Venue, a broadcast fibre network that connects Turf Moor (and various other stadiums) to ADI.  This allows the latter’s matchday teams to operate, manage and co-ordinate every second of the matchday experience live from galleries at its Lancashire-based HQ.

“We’re considering every element of the fan journey - looking at ways we can uplift experience and increase enjoyment. Burnley have a fantastic and loyal fanbase, but the club are keen to invest in the next generation of fans and their investment in the content experience reflects that. The new elements are part of getting fans closer to the players - their heroes - but it’s also about providing a platform for the players to feed off the fans and the stadium atmosphere,” says Williams.

2026 RTIH Innovation Awards

Digital transformation projects will be a key focus area at the 2026 RTIH Innovation Awards.

The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.