Route Media, a leading UK-based outdoor advertising company, has partnered with Glentoran Football Club to unveil Northern Ireland’s largest digital out-of-home (DOOH) advertising site. Located on the Sydenham Bypass in Belfast, the new site marks a significant milestone in Route Media’s expansion into the Northern Irish market.
The site features two state-of-the-art Digital 96-sheet (D96) LED screens and two high-impact static 48-sheet panels, strategically positioned on the rear of the Railway Stand at the BetMcLean Oval. With over 20 million vehicles passing annually, the location offers unparalleled visibility to advertisers.
Rhys Harrington, Managing Director at Route Media, said: “This project marks a major statement of intent from Route Media as we expand our footprint into Northern Ireland. The Sydenham Bypass digital site is not only the largest of its kind in the region, but also one of the most strategically positioned. It offers advertisers access to an exceptionally high-traffic location with over 20 million vehicles passing annually.
Our goal is to deliver outdoor media solutions that combine creativity, technology and impact and this partnership with Glentoran allows us to do exactly that. The club’s vision and ambition make them the ideal partner for our first major activation in Northern Ireland.
We believe this is just the beginning. As demand grows for smarter, more targeted outdoor advertising, we’re actively identifying additional opportunities across Belfast and the wider region. We’re excited to help brands and organisations bring their campaigns to life in a way that commands attention and delivers results.”
Tony Webster, CEO of Glentoran Football Club, added: “This is a landmark deal for Glentoran as we continue to evolve our commercial strategy and lay the foundations for long-term success, both on and off the pitch.
“We are clear in our ambition to build a sustainable football club, and creating new, innovative revenue streams is central to that vision. It’s not only about enhancing the competitiveness of our first team - it’s about driving investment across the entire club, from our academy and women’s teams to our infrastructure and wider community programmes.
“In Route Media, we’ve found a forward-thinking partner who shares our ambition. This development sets a new benchmark for out-of-home advertising in Northern Ireland and reflects the kind of high-value, strategic partnerships we are committed to building as we take Glentoran forward.”
This development is part of Route Media’s broader strategy to enhance its presence across the UK. The company specializes in delivering engaging, high-impact content through various formats, including LED screens, digital vans, and walking billboards. The partnership with Glentoran FC exemplifies Route Media’s commitment to fostering innovative collaborations that drive growth and value for both partners and the community.