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Heat to unveil innovative video-enabled marquee at AAA

A2aMedia---Miami-HEAT-Media.jpgAmericanAirlines Arena is getting a new look: a giant digital marquee that will front Biscayne Boulevard and be able to broadcast advertising, announcements and video footage.

The Heat is to be the first U.S. sports team to incorporate the MediaMesh technology that is being used at spots in Europe.

The Heat and A2aMedia announced plans for the digital LED screen today and work to install it will begin immediately. The 3,400-square foot screen will cover a dozen window panels on the front of the arena. But the material, which is woven stainless steel mesh that contains linear tubes filled with LED nodes, is up to 70 percent transparent so it will not obstruct views both in and out of the arena. The screen is expected to be operational in March or April.

The screen, called a “Spectacular,” will allow the Heat to showcase upcoming events, sponsor advertising, and even video of Heat games. It will also give the team and arena another source of revenue.

“The new LED Spectacular will provide the official sponsors of the Miami Heat, AmericanAirlines Arena and the events taking place at the arena with an innovative sponsorship platform, and serve as a way to establish a more interactive relationship between the arena and the people and tourists of South Florida," Eric Woolworth, Heat president of business operations, said in a statement. "Most importantly, this installation will solidify the AmericanAirlines Arena as a trendsetting landmark and reinforce its importance in South Florida history.”

Watch a video rendering of the technology:

Categories: Advertising (79), Miami Heat (174), Promotions (120), Sponsorship (101)

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About the author
CRAIG DAVIS In more than 33 years at the Sun Sentinel, Craig Davis has written about a wide variety of sports topics from baseball to yachting, fishing to triathlons, and also worked as a copy editor and page designer. Recently he reported on local sports, including running, swimming, cycling, equestrian and beach volleyball. He enjoys sports as a participant as well as a spectator, is active in the South Florida running scene plays in the curling club at Saveology Iceplex. This blog offers a glimpse at the business side of sports in the interest of enhancing enjoyment of the games and sporting options as a spectator as well as a participant.
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