New LCD technology premiered at VELUX EHF FINAL4

Brand new LCD technology, developed in a unique partnership between EHF Marketing GmbH, the marketing arm of the European Handball Federation, and Sharp, premium sponsor of the VELUX EHF Champions League, was successfully implemented during the VELUX EHF FINAL4, the final weekend of Europe’s leading club handball competition.

The Sharp LCD Perimeter Advertising System, launched earlier in the year and extensively tested over the last few months, was used throughout the final weekend.

The event, played out in the LANXESS arena, Cologne, drew record crowds and was followed by many more millions of television viewers in 130 countries across the world.

Using moiré free, television quality pictures, the new Sharp LCD advertising system transported the messages and campaigns of the VELUX EHF Champions League partners and sponsors through eye catching advertising animations. Organisers took full advantage of the possibilities the new system offers, integrating the LCD system fully into the event’s entertainment concept in the arena.

Advances in technology from Sharp have made the use of LCD technology possible for the first time in indoor sports arenas. The system is made up of individual 152 cm diagonal (60 inch) screens with a strong 1366 x 768 pixel display. A distance of only 6.5 mm between displays allows for an almost continuous picture when placed side by side.

There was a world-first in the media centre too as the traditional static sponsor backdrop in the press conference room was replaced by eight Sharp LCD screens (Model: Sharp PN-V601 Ultra Narrow Bezel 60” LCD Display). This new innovation enabled not only the event’s partner and sponsor logos to be displayed on the press conference backdrop, but also match video highlights in full HD and action photographs from the game just played.

Commenting on the successful implementation of the new technology, Peter Vargo, Managing Director of EHF Marketing GmbH, said:

“We have been working very closely with Sharp over the last few months to perfect the new LCD system, and I am very pleased with the results. We had excellent pictures on television and in the arena, and our partners and sponsors were very impressed with how their brands were presented.”

Maximilian Huber, Managing Director of Sharp Electronics (Europe), said:

“We are delighted with the successful implementation of the Sharp LCD system during the final weekend. This new LCD technology opens up completely new opportunities for brands, products and advertising campaigns in indoor sports arenas.”