StairMedia: Illuminating stadiums and driving commercial growth in football

It’s likely that football’s TV audiences never actively notice the stairwells of a stadium whilst watching a match. Yet, one company is working to change this by providing football organisations with the opportunity to illuminate its stairwells whilst stimulating economic growth.

StairMedia is a company originating from Spain that installs LED technology for stadium stairwells. Each step is installed with horizontal hardware that, once connected together, delivers an unmissable vertical display.

We currently see leagues and clubs offer televisual space for its sponsors via advertising hoardings, playing shirts and pitch markings. However, StairMedia offers sporting organisations the opportunity to increase its commercial income by maximising the space occupied by banal stadium stairwells.

It is the latest collaboration between technology, marketing and sport sectors, further illustrating the desire of sports organisations to unlock its marketing potential. It also helps to deliver a greater experience for sponsors, who reap the benefits of a highly engaging advertisement that captivates TV audiences.

The company began its sporting journey in basketball, permanently installing its product in the home arena of Spanish basketball club, Saski Baskonia. Since then, it has established high-profile partnerships with some of football’s most recognisable stadiums and organisations.

Most recognisable is Wembley Stadium, where its TV facing stairwells display the logo of the England football team’s official mobile network partner, EE, during their games. The English FA has also utilised StairMedia for its FA Cup semi-finals and finals, helping the competition’s sponsors capture the attention of viewers nationally and internationally.

Later, English powerhouse Manchester City capitalised on StairMedia’s prominence by permanently installing its technology on the stairwells of the Etihad Stadium. This deal has been replicated by Liga MX clubs Chivas de Guadalajara and Santos Laguna.

At the centre of StairMedia’s product is the use of LED technology to illuminate each step on a stadium stairwell. The use of LED in football is not new, with elite stadiums and local grounds turning towards the option for powering floodlights, scoreboards, big screens and advertising hoardings. Therefore, using the technology delivered by StairMedia ticks an important environmental sustainability box for football organisations.

Another plus is the high levels of energy efficiency and durability that comes with LED products, making them a more financially viable option. This ultimately contributes to the return on investment football organisations hope to achieve when installing StairMedia technology.

Behind this is a software system that seamlessly integrates with existing stadium technology, making installation easy for stadium staff and contributes to a highly engaging image for television audiences.

The NRL pioneered StairMedia’s innovative product for its finals series, evidencing its potential in the Australian sports stadia market. This represents a massive opportunity for Football Australia, and the Australian Professional Leagues (APL), to entice current and future sponsors through StairMedia’s game-changing product.

At a time where Australian football is coordinating a major expansion effort, engaging with innovative companies like StairMedia would help unlock new marketing potential. This would play a major role in helping the aforementioned organisations reach its key targets and achieve greater financial stability.

Depending on the timeframe and costing structure, Football Australia or the APL could seek to implement the technology incrementally – as done in the United Kingdom – showcasing it at major events such as the A Leagues Grand Finals, Australia Cup Finals, and World Cup qualifying matches.

Capturing every inch of televisual space for sponsorship and marketing is not an easy task, but through technology companies like StairMedia, football organisations can improve their commercial standing in an environmentally sustainable manner.

We expect to see the stairwells of football stadiums continue to come to life, as StairMedia expands its operation across the globe.

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ESA’s Game-Changing Technology for Injury Recovery and Player Growth

Elite Skills Arena (ESA) has created cutting edge technology that is revolutionising injury rehabilitation and player development in football.

ESA is a company that designs and provides advanced football training technology used by top clubs and academies around the world. 

Founded by Eddie Mitchell in 2014, ESA creates innovative tools that help coaches track performance and develop players more effectively.

By combining smart tech with insights from leading coaches, ESA delivers data-driven solutions that improve training and sharpen key skills on the pitch.

When the company first settled on the idea of a circular wall with moving targets, the plan was to create an indoor space where players could work on their technical skills.

What started as a simple concept quickly took shape—so much so that the very first prototype was built in a backyard just to see if it would work.

That early test led to the launch of the first product and the creation of the now-iconic arena that remains a core part of what ESA offers today.

Currently, ESA offers three main product lines: the ICON range, the Wall range, and the Wireless range.

Each one has seen great success with professional clubs, academies, major organisations for marketing and events, and advanced training centres around the world.

Today, ESA products are used on six continents, and they’re getting close to a major milestone—1 million games played with their equipment.

But there’s one product in particular, the Wireless Circuit, that’s revolutionising injury rehab and player development in football.

Now ESA first tested the Circuit concept at Ipswich Town and Southampton Football Clubs in the UK.

But it was FC Barcelona who asked for a wireless version, eliminating the need for connecting cables.

The Wireless Circuit is made up of lightweight, cable-free modules — the Rebound, Pass-Through, and Gate — each featuring LED lights and vibration technology to give instant performance feedback.

Using motion sensors, the modules track passing, movement, and dribbling, while built-in modes recreate tactical game scenarios, making it a powerful tool for both training and recovery.

Since its introduction, the Wireless Circuit has been used extensively by Barcelona’s medical team during pre-season and injury rehabilitation.

Stars like Lionel Messi, Luis Suárez, Sergio Agüero and Ronald Araújo have benefitted from its data-driven approach, which benchmarks fitness levels and reduces the risk of re-injury.

The club has used the Wireless Circuit for the later stages of rehabilitation which has allowed players to build up match sharpness without being exposed to the danger of full-contact training.

Following the success at FC Barcelona, the Wireless Circuit has been making waves in the global sports world, having been nominated for Best Technology for Injury Prevention or Rehabilitation at the prestigious Sports Technology Awards.

With more than 50 installations across the globe, it’s quickly becoming a go-to choice for clubs and academies looking for reliable, cutting-edge solutions.

With injuries on the rise in elite football and top players spending more time on the sidelines, Premier League clubs are paying closer attention.

Leicester City FC, who’ve been interested in ESA technology for a while, recently added the Wireless Circuit to their sports science program to help monitor player fitness and support injury recovery.

After a successful demo in September 2023, they’ve started using the Rebound, Pass-Through, and Gate modules to help keep first-team players healthy and make rehab smoother and more effective.

Now the Wireless Circuit could offer substantial benefits to soccer clubs and organisations in Australia due to its unique combination of technology, portability, and proven performance outcomes.

Clubs from grassroots to A-League level can often face challenges in managing injuries, especially with limited access to advanced rehab facilities.

The Wireless Circuit enables low-risk, high-impact recovery by allowing players to rebuild match fitness through targeted, non-contact drills. This is particularly valuable in a sport where muscle and ligament injuries are common.

Also, with clubs becoming increasingly data-focused, the Wireless Circuit’s built-in motion sensors and instant feedback allow coaches to track a players movement, passing and dribbling

This gives coaches a more scientific, structured approach to player development, something especially useful in youth programs and academies.

So, as football continues to evolve, ESA’s Wireless Circuit stands at the forefront, offering a smarter, safer, and more effective way to train, recover, and develop the next generation of players.

Superloop Scores Major Goal with Football Australia Partnership

Football Australia (FA) has today inked a landmark deal with telecommunications heavyweight Superloop (ASX: SLC) in a massive boost for the prestigious Hahn Australia Cup competition.

The telco challenger has secured naming rights as the official category partner for the Cup and also committed to revolutionising the sports broadcast capabilities through cutting-edge AI technology.

Superloop founded in 2014, is an Australian telecommunications company and internet service provider (ISP) that offers high speed connectivity to consumers with NBN deals and new AI connectivity.

The Hahn Australia Cup will benefit enormously from Superloop’s involvement as the telco giant looks to bolster its brand presence among the football market.

The multi-faceted deal will see Superloop deliver bespoke connectivity solutions, including business-grade NBN internet and mobile data services and AI technology cameras distributed to fields around the country.

This will support not just live broadcasts but also real-time collection of match and player statistics.

Football Australia CEO James Johnson described the collaboration as a pivotal moment in FA’s digital transformation.

“In today’s connected world, high-speed, reliable internet infrastructure is paramount. Superloop’s expertise and technology will allow us to deliver a more dynamic and engaging live streaming experience to fans nationwide, while unlocking cost efficiencies and new revenue streams for the sport,” Johnson said via FA official press release.

Already, Darwin Football Stadium has been kitted out with Superloop’s dedicated high-speed NBN connectivity, powering 4K resolution streams of all Men’s and Women’s Premier League fixtures.

The agreement blends well for Football Australia’s recent centralisation of live production and distribution for over 3,500 matches annually, spanning state leagues to flagship national competitions.

Superloop Group Executive for Business & Wholesale, Daisy Stampfer, highlighted the company’s commitment to Australian sport.

“We recognise the transformative power of connectivity in sports broadcasting and are committed to delivering the high-performance network solutions that will power FA’s vision for the future of football streaming.”

“Our exclusive sponsorship of the Hahn Australia Cup and our connectivity partnership with Football Australia underscores our dedication to supporting the growth and innovation of Australian grassroots sport,” Stampfer said via official FA press release.

This is a huge new step for Australian Football at all levels giving all clubs in the country and competitions support with the streamlined viewership nationally to enhance the game at little cost for the clubs.

For businesses such as Superloop, the football community is an untapped industry for them to help develop, market and stand out.

The footballing environment creates great publicity for the company and enduring respect in the community for future endeavours.

The strategic relationship promises a new era of digital engagement with the beautiful game, from suburban pitches to national showcases.

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