It’s an idea so simple, yet so effective, it’s hard to think no one has thought of it before. And the fact it was Stoke, master of elite football pragmatism, is even more fitting. From EPL Talk:
Beginning in the 2012-13 Premier League season, Stoke City will be the first club in the league to feature two rows of advertising signboards around the perimeter of the pitch. In recent years, we’ve seen advances such as electronic signboards that can flash, change and rotate advertising messages during a game, but this is a first in the EPL — after a successful test during Euro 2012.
Two LED signboards, angled so that one is visible over the other on TV. Brilliant.