Leeds, UK
70+
LCD Screens Installed
10
Internal LED Screens
2
Outdoor LED Screens
1
Centralised CMS System
Overview
A busy arena is only as good as its ability to communicate.
First Direct Arena is one of the UK’s leading live entertainment venues, hosting thousands of guests across a diverse events calendar. As audience expectations grew and operational demands increased, the venue needed a digital infrastructure capable of keeping pace: one that could flex across event types, update instantly, and bring consistency to every screen in the building.
IUF delivered a venue-wide digital signage upgrade across key public areas, encompassing outdoor LED screens, internal concourse LEDs, and a network of bar-facing LCD displays, all unified under a single CMS.
This was more than a hardware installation. It was the foundation for a smarter, faster, more flexible venue operation, where content can move as quickly as the events it supports. The result is a connected estate of 80+ screens giving venue teams full control over messaging from arrival through to the final whistle.
Journey & Experience
Every screen placed where it earns its position, from the moment guests arrive to the moment they leave.
- 2 large-format outdoor LED screens – positioned at the arena entrance, facing high-footfall arrival routes for event promotion, sponsor content, and venue communications
- 71 LCD bar screens – distributed across multiple service points for real-time food and beverage messaging, menu updates, and promotional content at point of purchase
- 10 internal LED screens – across concourse and walkway locations, delivering wayfinding, merchandise promotion, and live event content throughout the visitor journey
Technology Architecture
A single system sits behind every screen, keeping content consistent, updates instant, and operations simple.
Core Infrastructure
- Centralised CMS – unified content scheduling and distribution across the full estate, enabling fast updates across all screen types and locations
- Real-time content management supporting event-by-event flexibility across menus, wayfinding, and promotional messaging
Hardware Ecosystem
- 2 large-format outdoor LED screens – high-brightness, weatherproof, positioned for maximum arrival-point visibility
- 10 internal LED screens – concourse and walkway-mounted for wayfinding and promotional use
- 71 LCD displays – bar-facing, optimised for point-of-purchase clarity
Implementation
Delivered to minimise disruption to a live, trading venue environment.
Phase 1 – Outdoor Installation
- Two large-format LED screens installed at the arena entrance
- Positioned and configured for high-visibility event and sponsor messaging
- External digital presence established ahead of internal rollout
Phase 2 – Internal Rollout
- 71 LCD bar screens installed across food and beverage service points
- 10 internal LED screens deployed across concourses and walkways
- All displays integrated into the centralised CMS
Phase 3 – Go-Live & Handover
- Full estate brought live under unified content management
- Venue teams enabled to update content in real time across all screen types
- Operational flexibility established for ongoing event-by-event use
Outcomes
A connected venue estate
80+ screens unified under a single CMS, giving the First Direct Arena team full control over content across every public-facing touchpoint, from the car park to the concourse.
Faster, more flexible operations
Instant content updates across menus, wayfinding, and promotional messaging mean the venue can respond to live event requirements without delay. No static signage, no operational lag.
Stronger commercial presence
Large-format outdoor LEDs create a bold digital frontage that elevates event promotion and sponsor visibility, while internal screens generate additional inventory for commercial and partner content.
