The Qatar Goodwood Festival witnessed a first in UK horse racing, with over 120 linear metres of high-resolution digital signage featuring along the final furlong and finish post.

Headline partner Qatar, along with companies including Jaguar Land Rover, Neptune Funds and Natwest, activated their sponsorship with full motion advertising on the product.

The digital solution for the Qatar Goodwood Festival was created by LED specialists ADI, who are exclusive screen supplier to the Goodwood Estate.

ADI’s digiBOARD product features at 13 of 20 Premier League grounds and delivers ‘clear, bright playback’. The system installed at Goodwood features eight staggered 8 metre digiBOARD panels along the final furlong and a 60 metre long digiBOARD strip at the finish post  – all featuring outdoor 10mm SMD.

“We’ve taken one of our proven technologies and created a bespoke digital platform that met the unique requirements of the event sponsor and the venue,” said Nick Robinson, screen rental director at ADI. “The result is visually spectacular, creating outstanding brand exposure that engages race-goers at the Festival and TV audiences. It has also created a new attractive aesthetic in horse racing that’s never been seen before in the UK.”