Sports fans are the first to join in on the fun and competition of any advertising campaign that is designed. They fill up restaurants and concession stands faster than any other group. Concert and show attendees are caught up in the anticipation of the entertainment they will be seeing. The sense of ‘play’ by all fans is what stadium managers and owners count on when planning the advertising for an event. Well planned stadium advertising can bring the crowd into the sponsor branding as part of the show and remains with the fan even after the event is over.
Advertising in a stadium setting has evolved from the boring icon or logo of a sponsor into a true art. The advent of the intelligent and interactive scoreboard and LED streaming video can be thanked for this advantage. If you’ve gone to a concert or sporting event recently you will be well aware that the branding and fun starts as soon as you enter the stadium. Colorful and bright messages are moving all around you. The sponsors have engaged you in a preliminary visual process to rev up the excitement of the game or concert. As the day or evening progresses, you look to these areas for everything from game updates, information, video, a view of the crowd and interaction with the performance.
Studies have been shown that the sports arenas as some of the most successful venues for sponsor branding. 7 out of 10 fans recognize the sponsor as well as their products. This is a higher percentage than any other advertising venue. It therefore makes sense to study the art of stadium advertising and bring it to the next level for 21st century technology.
High tech sponsor branding is now the name of the game. Advertising agencies are brought on-board to work with stadium managers and sponsors to plan out the most effective campaigns available. One of the best stadium advertising methods is to create a participatory game that the audience can join. This may involve a drawing to win an item, tickets purchased at the concession stands and free give-aways. The psychology of audience participation will increase the odds of purchase as well as sponsor loyalty. The sponsor logos are intermeshed with every turn the fan will make with teasers to increase their interest.
Repeat branding for maintaining interest in the sponsors and the current advertising is a top priority. From posters to streaming messages in bright colors and the presence of people moving through the crowds; the frenzy of interest will lead to increased sales and sponsor identification.
In the larger picture, sponsors will create a nationwide stadium advertising campaign. This brings the message to every arena and becomes a legend of anticipation. Many attendees will go to multiple games and concerts and this is the type of repeat branding that embeds the thrill.
The top quality billboard and scoreboard manufacturers have developed some of the best visual features for their products. Working with agencies and stadium managers alike, they have brought the technology of LED and streaming video to the high resolution that our society is accustomed to viewing on movie, television and computer screens.
As we enter into new fields of technology we look to stadium advertising as not only part of the show – but what exhilarating levels they will take us to next.