Manchester City, the English Premier League soccer giants, have announced a new partnership with advertising company StairMedia.

Spain-based StairMedia focuses on in-venue advertising and in 2023 installed a “supersized” advertising system in Manchester City’s 53,400-capacity Etihad Stadium around the perimeter of the pitch.

The new partnership will see this extended to stairways in the stadium’s east stand.

StairMedia LED advertising will be installed on east stand staircases, transmitting sponsorship advertising in view of TV cameras and as such opening up a new area of sponsorship inventory for the club.

Speaking on the logic behind the partnership Kaitlyn Beale, vice president for global partnership sales at Manchester City’s City Football Group owners, stated: “As the most watched football team globally across all competitions for the second consecutive year, Manchester City’s growing audience means more eyes are on our brand and partner advertisements than ever before.

“With the addition of StairMedia’s dynamic LED system on the steps of the East Stand, alongside our supersized LED system already in place, the club continues to set the standard for incorporating cutting-edge technology into stadium advertising and we are proud to offer our partners the opportunity to connect with our global audience through these high exposure branding platforms.”

StairMedia chief executive Francisco Ortiz added: “The StairMedia system strategically placed on the stairwells will bring an unprecedented level of engagement and excitement to the fan experience. Our technology will not only enhance the match day atmosphere but also provide a unique platform for brands to connect with fans.

“As the landscape of content consumption grows more competitive, one thing remains constant: sports continue to dominate across all platforms. No other content draws as many viewers globally, and soccer leads the charge as the world's most-watched sport.”