Around £2 million will be invested in Walsall FC’s landmark advertising sign seen by thousands of motorists every day along the M6.
Club bosses have signed a deal to make the huge advertising board digital. Commercial director Roy Whalley hailed it as a “major stimulus” for the local economy.
The 75ft sign hovers over the Banks’s Stadium and can be seen by drivers on the M6 travelling between junction nine for Wednesbury and 10 for Walsall.
It was at one point known as the biggest advertising hoarding in Britain and was put up to bring in extra income for the club.
The League One outfit has announced it has signed a partnership deal with Birmingham-based technology company Elonex.
Mr Whalley said: “The new digital signage will provide a terrific advertising platform and we shall be offering special rates to companies, organisations and public bodies in the Walsall and West Midlands area to make sure this region benefits from exposure to the 100 million plus annual travellers along this stretch of the M6 motorway.”
The sign was given planning permission in 2008 despite objections from the Highways Agency that it would distract drivers on the busy stretch of motorway. But the club insisted it would protect the jobs of people there through generating income.
Mr Whalley said work to transform the sign to a digital LED one would be carried out in the West Midlands region.
“We will be working with a Birmingham-based business, the components will be assembled in the West Midlands and installed by local contractors,” he said.
Bosses at Elonex said they were optimistic about the joint venture with the Saddlers.
Chief executive officer Nick Smith said: “It is a very exciting project and the £2 million investment we are making in the signage will be a credit to the Midlands business community.
“This is a superb advertising location at the hub of the UK’s motorway network and along with Walsall FC we are going to provide an opportunity for Walsall and the West Midlands to promote itself to a national and international audience.”
Work is expected to start over the course of the next month.