Genius. I saw a couple of close-ups, they are blocks of 9 LED's on a stand. They all must have different colour operations and be cabled back to a control panel. Then they have to be programmed and the programs stored.
I bet it was busy in the lighting designer's control box on the night.
On the back of each seat there's a small panel of nine LEDs mounted on a plastic rod at the back. I had a close look at the one on the back of my seat when I was in the stadium last week.
They're all cabled back to control racks at the end of each seating block. A central computer runs the software routines. The software enables the choreographers to programme the lights to do just about anything. Each LED can obviously display almost any colour shade, so the panels can be made to do amazing things. The central server runs the routines, and a human being gives cueing commands.
One company made the LED panels and another did the lighting routines.