Gloucester Rugby
Kingsholm Stadium Undergoes Digital Upgrade
Gloucester Rugby Club is setting its sights on becoming the premier rugby destination outside of London with a bold, stadium-wide LED display overhaul. This ambitious transformation aims to enhance the fan experience, create dynamic sponsorship opportunities, and position the club as a leader in stadium technology.
GLOUCESTER, ENGLAND
Challenge
The existing stadium technology was outdated, with screens that no longer met modern standards for clarity or functionality.
Jack Butler, Head of Partnerships and Sales at Gloucester Rugby, noted, "The tech was starting to age and wasn’t quite fit for purpose."
This situation presented an opportunity to update the stadium’s digital infrastructure, starting with the installation of new LED screens to improve fan engagement and advertising potential.
Gloucester Rugby
Gloucester Rugby are a professional rugby union club based in the West Country city of Gloucester, England. They play in Premiership Rugby, England's top division of rugby. The club was formed in 1873 and since 1891 has played its home matches at Kingsholm Stadium in the north of the city.
With the expertise LED Studio has from previous projects, there was a seamless process in doing that. We were always in good hands.
- Ian Gherkin, Project Lead for Commercial Group
Solution
Gloucester Rugby partnered with Commercial Group and LED Studio to implement state-of-the-art LED screens at Kingsholm Stadium. The project involved installing two large LED displays (FORTIS 4 Sport), with plans for a third larger display, as part of the club’s broader digital transformation. Butler stated, "This is very much us sticking our flag in the ground... phase one of our technological upgrades."
The collaboration with LED Studio was seamless, leveraging their expertise in digital transformation.
Matt Lemmon, Operations Director for LED Studio, highlighted their approach: "Everything we do now is based around simple, clever, positive engineering." This methodology facilitated a swift installation process, utilising specialist mounting brackets and requiring minimal structural modifications, thereby reducing environmental impact while enhancing stadium aesthetics.
Commercial Group
From the outset, Commercial has been a challenger brand, a disrupter. An organisation with heart, soul, and a nose for finding answers to difficult questions. Founded in 1991 by brother and sister Arthur and Simone Hindmarch and Arthur’s university friend, Alastair Adams, the company has grown-up more as a family than a faceless organisation. A place where people excel, drive change, and deliver results.
The brightness and clarity have been a massive focal point for everybody.
- Brett Rumford, Technical Coordinator at Gloucester Rugby
Results
The new LED screens have significantly elevated the fan experience and strengthened Gloucester Rugby’s commercial capabilities. The screens’ clarity and brightness have become focal points, allowing fans to clearly see referee decisions, game replays, and advertising content. Brett Rumford, Gloucester Rugby’s Technical Coordinator, observed, "The brightness and clarity have been a massive focal point for everybody."
The project’s success has also paved the way for future enhancements. Gloucester Rugby now has a roadmap for further technology integration, including LED ribbons and expanded lighting solutions. Butler added, "LED is very much part of the future for us at Kingsholm and Gloucester Rugby," emphasizing the long-term vision. The senior leadership team at Gloucester was particularly impressed with the "wow factor" when the screens were first activated, reinforcing the value of this partnership.