ADI provided an iCONIC 100 – the world’s largest mobile LED screen – to the Inaugural Tour of Oman cycle race.

The iCONIC 100 on the first stage night raceThe job was facilitated by ADI Middle East, the latest of ADI’s global offices, which is based in Dubai to service the whole of the United Arab Emirates an Middle East regions.  Unlike any competing LED screen suppliers in the region, ADI exclusively offer mobile LED solutions, which are able to be erected and dismantled in just a fraction of the time of modular screens.  The iCONIC 100 proved to be ideally suited to a contract such as this one – which only had LED screen requirements on the first and sixth days – and helped to dramatically reduce the costs for the organisers, whilst offering a much larger screen.

Back at the finish line for the final day's racingThe Tour of Oman is organised by the Muscat Municipality and is the latest event on the official calendar of the International Cycling Union, alongside the likes of The Tour if Italy and Tour de France.  It is a high profile race, with logistics handled by Amaury Sport Organisation – organisers of the Tour de France – and featured some of the world’s leading teams amongst its entrants, with 16 of the 20 participating Tour de France teams.

The six day event covered a total of 687km across Oman, with the first and final days’ stages taking place in Muscat Corniche, the main thoroughfare in the city’s Muttrah district which runs along the harbour side for 3km.

ADI were contracted by HQ Creative in Dubai, who had been commissioned by the Muscat Municipality to event manage the opening and closing ceremonies as well as the start and finish setups of each stage on the Tour.  With large crowds for both days, ADI were asked to provide their iCONIC 100 screen, which was positioned outside the famous Sook enabling everyone to enjoy a fantastic view of the action.

On the final day the huge screen was there primarily for the VIP guestsIn a dramatic start, the opening stages were run as a night race and ADI arrived at the Corniche on Sunday morning to setup the iCONIC 100 in preparation for the evening’s racing.  ADI took a live feed from the host broadcaster Oman Television throughout the evening, with the coverage also picked up by the Al Jazeera and Eurosport networks as well as being syndicated globally.  The iCONIC 100 went on air at 4.30pm, showing live coverage of a football match from the local league, prior to the beginning stage of the tour at 6pm.

Following the opening day’s night race stages, the tour headed out across Oman, before returning back to Muscat for the final day of racing on the Friday, which featured a time trial along the Corniche.  Again, ADI’s giant iCONIC 100 was on hand, but this time had been setup within the VIP area for the time trial and also to broadcast the presentation following the end of the Tour.  The iCONIC 100 was running content from 11am in the morning, showing a history of the Tour de France programme prior to the start of the final stage.

Once the presentation had been completed and the crowds has dispersed, the iCONIC 100’s screen was quickly lowered, enabling ADI to be off-site within around 30 minutes. 



ADI provided an LED screen and broadcast solution for the finals day of the most prestigious arena polo tournament in the world, The Westbury Arena Gold Cup 2010 at Windsor’s Royal County of Berkshire Polo Club. The iCONIC 12 at the Westbury Arena Gold Cup

ADI were contracted by mig International to provide an iCONIC 12 along with a two camera outside broadcast for the day, which was the culmination of the tournament and featured the finals of The Westbury Arena Gold and Silver Cups. Corona were one of the main advertisers

ADI arrived on site early on Friday afternoon to position the screen next to the arena and setup camera positions, before starting broadcasting the following morning at 9am.  With an on-board production suite, ADI were able to manage mixing of both cameras and also DVD content using just the iCONIC 12, negating the need for an additional outside broadcast unit.

As well as broadcasting live coverage of both matches, ADI’s screen also played out commercial content from event sponsors in between matches and during stops in play.  ADI had worked with mig International to produce and compile content from a number of different advertisers, including Corona beer, The Polo Magazine, The Westbury Hotel and King of Shaves.

“Once again, ADI proved to be excellent partners to work with.  Their ability to work closely with us to provide production services prior to the event was invaluable and the fact that they were able to provide a full broadcast solution on the day using just the iCONIC 12 helped us to save both space and costs.  I look forward to working with them again later in the year.”

Jan-Erik Franck, Managing Director, mig International Limited

In addition to being used for live broadcast, ADI also recorded their camera coverage to provide to the event organisers to show at the VIP lunch during the afternoon and also for later use. 

Following the use of ADI’s screens at Hurtwood Park Polo Club and Hurlingham Polo in the Park events in 2009, this was ADI’s first polo event of 2010, with a number more in the calendar throughout the summer.