An ice hockey stadium in the Czech Republic has become the first venue in the world to permanently install an in-ice LED display system.
Finnish company LedFoil’s in-ice LED technology will help Czech club HC Dukla Jihlava’s new Horácká Multifunkční Aréna open up new opportunities for advertisers and sponsors.
The installation allows rotating digital content to be displayed directly onto the surface of the ice.
The LED displays are made of interconnected modular units that feature specialised coating to protect them from moisture. Hydrophobic coatings and specialised surface treatments prevent ice accumulation and maintain transparency at sub-zero temperatures.
The technology underwent extensive testing at international venues during development, as LED displays for ice rinks must meet stringent safety requirements, including resistance to impact from pucks and players, temperature fluctuations and moisture exposure.
Finnish ice hockey club Oulun Kärpät previously installed the in-ice LED in its home arena on a temporary basis. The club’s chief executive said the technology had boosted commercial income, as the rotating content meant that one advertisement in the centre circle had been replaced by six.
At the Horácká Multifunkční Aréna, content on the LED units is displayed for 30 seconds before rotating, allowing multiple brands to share the same physical space. Up to 12 advertising slots are available.
The technology’s ability to display dynamic content allows advertisements to be changed in real time to facilitate targeted and topical campaigns at different stages of matches.
As well as displaying advertisements, the in-ice LED can engage spectators with social media content, contests and promotions.
The hockey club’s chief executive, Bederich Scerban, said: “We are excited to bring LedFoil’s cutting-edge technology to our match events. Ice displays bring a new dimension to hockey games and give us the opportunity to offer even better experiences to both our fans and partners.”
