Stadium advertising has evolved into a vital revenue stream for sports clubs, offering a unique platform to reach a highly engaged audience.
As clubs seek to capitalise on their brand and fan base, leveraging every square foot of stadium space becomes a crucial aspect of a financial strategy.
Let’s explore how clubs can make money through stadium advertising, the different types of digital signage, and the benefits advertisers can expect from these investments.
The revenue potential of stadium advertising
Stadiums are more than just venues for sporting events; they are a hub of brand interactions.
For clubs, stadium advertising provides several avenues to generate revenue.
By partnering with brands, clubs can sell advertising rights to specific areas within the stadium. These deals often include exclusive rights to advertise in locations that offer the most visibility, such as the pitch perimeter or above the main entrance.
For example, Manchester City made the leap to reduce their stadium capacity by adding supersized LED pitch side boards. This upgrade provides a great opportunity for brands such as Puma to advertise, ensuring high visibility to both live audiences and millions of television viewers worldwide.
Some clubs go a step further by selling the naming rights of their stadiums. This lucrative form of advertising can bring in substantial revenue, as it typically involves long-term contracts worth millions.
Hull City AFC sold the naming rights of their stadium to MKM in 2021, a prominent building supplies company, securing a significant financial boost and strengthening the partnership between the club and the brand.
Advertisements placed in concourses or food and beverage areas can drive sales of club merchandise and concessions. Partnering with brands for co-branded products can also be a revenue booster.
The advent of digital technology has transformed stadium advertising. Stadium screens offer dynamic content opportunities, from live game stats to targeted ads, providing a richer fan experience and higher engagement rates.
Key considerations for choosing digital signage in stadiums
- Target high-traffic areas – To achieve maximum visibility, advertisers should opt for high-traffic areas like pitch side LED boards or Jumbotrons, which capture the attention of both in-stadium audiences and broadcast viewers.
- Compelling and creative content – Use high-quality visuals, animations, and compelling narratives to create memorable experiences that resonate with the audience. Emotional engagement, such as associating the brand with the team’s journey or fan experiences, can significantly enhance recall and loyalty.
- Targeted messaging – Advertising during less intense moments, like halftime or between plays, ensures that the audience’s attention isn’t split between the game and the ad. Tailoring the content to specific audience segments, such as family-friendly promotions or premium product highlights, can also enhance relevance and effectiveness.
- Clearly defined actions – Call to action should be straightforward and easy to follow, utilising the immediacy of the stadium environment to encourage quick responses. For example, offering limited-time discounts or exclusive in-stadium deals can prompt immediate action, driving sales and engagement.
So, what type of digital signage has the most impact in stadiums?
Not all digital displays are created equal; their impact can vary significantly based on location and function.
Exceptional impact
Pitch side advertising boards positioned around the perimeter of the pitch, capture the attention of both live audiences and millions of viewers through broadcast and streaming services.
The dynamic content capability of LED boards—such as animations, real-time updates, and vivid graphics make them exceptionally engaging.
Jumbotrons and large format display screens are often the centrepiece of stadiums and provide some of the most impactful advertising opportunities.
These massive screens are not only used for game-related content like replays and stats but also for showcasing longer-form advertisements and engaging fan content.
Due to their size and central location, these large format displays command attention, making them excellent for delivering memorable experiences.
Significant impact
Concourse digital displays are strategically placed in high-traffic areas such as entrances, hallways, and concession zones.
While they may not have the same level of visibility as pitch side boards during the actual game, they offer a unique advantage of being able to target fans during transitional periods, such as before the game, during breaks, and after the event. This timing is crucial as fans are often more receptive to advertisements while they are not fully focused on the game. These displays are perfect for promoting in-stadium offers, upcoming events, and brand partnerships.
Digital Menu Boards in stadiums provide a flexible and dynamic platform to engage fans and boost revenue.
By displaying vivid visuals, targeted promotions, and real-time updates, these screens can effectively upsell products, highlight special offers and encourage impulse purchases. This dynamic approach not only increases average transaction values but also enhances the overall fan experience by making menu choices more appealing and accessible.
Additionally, the operational efficiency gained from quick content updates and centralised control helps streamline services.
Engaging impact
Interactive kiosks and wayfinding displays, though not as visually dominant as the other digital signage types, offer a unique interactive experience that can significantly impact brand perception.
Located throughout the stadium, these touchpoints are invaluable for helping fans navigate the venue, find services, and access exclusive content. The interactive nature of these displays allows for targeted, personalised advertising, which can be more effective in converting interest into action.
Considering the right approach to stadium digital signage
To maximise revenue and impact, clubs should adopt a holistic approach to stadium advertising. By combining digital signage with traditional methods, such as print and merchandise, clubs can create a cohesive brand presence.
Utilising data analytics to understand fan behaviour and preferences allows for tailored advertising strategies, making them more effective and relevant. Additionally, offering exclusive advertising packages or unique experiences can attract premium brands willing to pay a higher price for distinctive exposure.
Stadium advertising is a multifaceted opportunity for clubs to increase revenue and for brands to engage with a passionate audience. By leveraging digital signage and understanding the unique environment of stadiums, both clubs and advertisers can score big in the world of sports.
We’ve worked with football stadiums such as Peterborough United Football Club, Morecambe FC, and Harrogate Town AFC to install state-of-the-art digital signage, including scoreboards and perimeter boards.
These installations have already started to yield significant benefits, enhancing the fan experience and providing valuable advertising opportunities for brands.
The dynamic content capabilities of these digital displays have enabled these clubs to engage their audiences more effectively and generate additional revenue streams, showcasing the transformative impact of modern digital signage in sports venues.
If you’re ready to upgrade your stadium advertising, talk to us today and find out what digital signage is best for you.
