Sports presentation and live event specialist ADI has completed the biggest quarter of live event delivery in its history, supporting more than 25 major sporting events across 12 countries, with a combined in-person audience exceeding 10 million during Q3.
Across the 92-day quarter, ADI delivered 344 event days, deploying 479 team members across major sporting occasions, international championships and touring productions. The record summer reflects the continued growth of ADI LIVE, combining Sports Presentation, entertainment, fan engagement, technical production and digital infrastructure across some of the world’s biggest sporting stages.
New commissions and record-breaking audiences
Major new commissions included the European Athletics Championships in Birmingham and the Commonwealth Games Live Site in Glasgow, bringing ADI’s expertise to two very different sporting environments.
In Birmingham, ADI delivered Event Presentation, Entertainment and Technical Production across seven days of competition attended by 218,135 spectators. Teams operated across Alexander Stadium, Medal Plaza and the city-centre programme, delivering live entertainment, fan engagement and 52 medal ceremonies, including 21 on the final day.
Andy Kay, Sports Presentation Lead for Birmingham 2026, said:
“ADI brought a real sense of energy and creativity to Birmingham 2026, creating a presentation that felt fresh, engaging and distinctive across every element of the Championships. From the stadium experience and daily ceremonies to the Medal Plaza and city-centre events, their team delivered consistently high-quality production that connected athletes, fans and the wider city.”
In Glasgow, ADI delivered the official Commonwealth Games Live Site at Kelvingrove Park. Across 11 days, the live Games coverage was brought to the city, supported by entertainment, athlete appearances, cultural performances and interactive activities.
Louisa Mahon, Chief Marketing Officer, Glasgow 2026, said:
“A massive thank you to you and the team. What an incredible Live Site. You totally delivered the vision with Olivia and team, and the feedback has been brilliant. The delivery was spot on, the team supportive and responsive, and it was exactly the atmosphere we hoped for.”
The quarter also included ADI’s largest British Grand Prix operation to date, supporting a record 564,000 spectators at Silverstone. More than 120 team members delivered over 300 hours of live programming across six entertainment destinations, supported by 102 mobile and modular LED screens, more than 235sqm of permanent LED and over 20km of fibre.
International championships and new sporting opportunities
ADI’s international touring programme covered 61 event stops and stages across 11 countries through SailGP, Formula E, the WHOOP UCI Mountain Bike World Series, LIV Golf and the men’s and women’s Tour de France.
This included ADI’s first season as SailGP’s global Sports Presentation and Event Experience partner, supporting all 13 race weekends. Destinations included a sold-out Portsmouth where over 20,000 fans attended across two days. Formula E’s Season 12 concluded with its London double-header, while ADI supported seven Mountain Bike World Series rounds across six countries and both Tours de France across 30 stages and more than 4,495km of racing. Touring LED infrastructure also supported three LIV Golf tournaments in the UK and US.
Further new opportunities included the Musto iQFOiL World Championships in Weymouth and Portland, where ADI delivered Sports Presentation, entertainment and technical production across six days of racing featuring 186 athletes from 41 nations.
The summer also marked ADI’s first Sports Presentation delivery at Principality Stadium for The FA Community Shield, building on its ongoing partnership with the FA. This came alongside the UEFA Super Cup, Tour of Britain Men, Goodwood Revival, CarFest, Wimbledon Experience, horseracing and a wider programme of live events across the UK.
Thomas Taylor, Head of Sales & Sports Presentation at ADI, said:
“The scale is something we’re incredibly proud of, but what really stands out is how much of this was happening at the same time. Throughout the summer we had teams delivering major events across several countries while another significant programme of live delivery continued here in the UK.
“It demonstrates just how much ADI LIVE has continued to evolve. We’re taking on wider production responsibilities, partnering with more international rights holders on world-stage events, and proving our capacity to deliver complex, multi-territory operations under relentless live pressure. That momentum is only building as we look ahead to 2027.”
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Author: Elouise Mugridge
Elouise Mugridge is Group Sales Manager at Event Industry News. With over 14 years’ experience spanning conferences, exhibitions, festivals, and corporate events, she helps brands connect with event professionals through strategic sales and marketing campaigns. Passionate about event technology and industry innovation, Elouise specialises in creating opportunities that raise visibility and build meaningful connections.
