Glentoran Football Club has teamed up with leading UK media company Route Media to officially launch Northern Ireland’s largest digital out-of-home (DOOH) advertising site on Belfast’s Sydenham Bypass.
The 10-year licensing agreement has secured the Sports Direct Premiership club a significant new revenue stream, combining an upfront fee with an ongoing revenue share model that will support Glentoran’s long-term commercial growth.
The site, which is now live, is strategically positioned on the rear of the Railway Stand at the BetMcLean Oval and boasts a striking dual-format layout featuring two cutting-edge Digital 96-sheet (D96) LED screens and two high-impact static 48-sheet panels.
With over 20 million vehicles passing annually, the site commands a prime position overlooking the Sydenham Bypass – one of Northern Ireland’s busiest arterial routes, linking George Best Belfast City Airport to the heart of Belfast City Centre.
Ali Pour, Owner of Glentoran Football Club, said: “This partnership with Route Media reflects the scale of our ambition for Glentoran. As custodians of one of Northern Ireland’s most historic football clubs, it’s our responsibility to ensure the club is built on strong commercial foundations that will secure its future for generations to come.
“We are committed to making smart, strategic decisions that not only strengthen our position on the pitch, but also unlock new opportunities off it. This development is a prime example of how Glentoran is thinking differently by embracing innovation, building meaningful partnerships and creating value for the club and its supporters.”
Tony Webster, CEO of Glentoran Football Club, said: “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.”
Route Media, headquartered in Cardiff, is a leading provider of outdoor advertising solutions, specialising in both digital out-of-home (DOOH) and mobile advertising formats.
Its portfolio includes LED screens, digital vans, and walking billboards all designed to deliver engaging, high-impact content across a variety of environments from roadside and retail to leisure and event spaces.
The company’s investment in Northern Ireland’s largest digital out-of-home (DOOH) advertising site forms part of its wider strategic ambition to expand its presence across the region.
Rhys Harrington, Managing Director at Route Media, added “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.”