The patented high-resolution LED product was installed on steps facing TV cameras inside the famous stadium, with some of the steps being transformed into a “screen” showing a range of content to supporters watching at home on television.   

The stairs were almost completely free of people during the games, as fans were not able to attend due to the current novel coronavirus (Covid-19) situation.

According to StairMedia, the new system enables the creation of both dynamic and animated visual content, opening up a host of advertising options to brands.

StairMedia chief executive Francisco Ortiz comments: “Static media on steps opposite the camera are growing means of communication.

“The introduction of a LED product directly opposite the main camera adds significant value to any stadium rights.”

The technology was first used in Spain at a number of indoor basketball events back in February, but this marked the first time it was utilised at a live outdoor event shown globally.

StairMedia says the product can also be applied at stadia for other sports such as rugby and handball.

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