For professional and semi-professional sports clubs, matchday revenue is only one part of the commercial picture.
Sponsorships, advertising and partnerships can all contribute significantly to a club’s income, and LED screens have created new opportunities to put commercial messages directly in front of thousands of spectators.
From perimeter advertising around the pitch to large video screens in the stadium, digital displays give clubs considerably more flexibility than traditional static advertising.
Instead of selling a single advertising space for one message, the same screen can display content from multiple sponsors throughout a match, season or event. So how exactly can clubs use LED screens to generate advertising revenue?
Sell digital perimeter advertising
One of the most recognisable uses of LED technology in football is digital perimeter advertising. LED boards positioned around the pitch can display rotating adverts during matches, giving sponsors prominent visibility throughout the game.
Unlike traditional fixed boards, LED advertising boards can show multiple advertisers during the same fixture.
A club could therefore sell advertising slots to several businesses rather than dedicating one physical board to a single advertiser. This creates a flexible commercial asset that can be sold on different terms, including individual matches, groups of fixtures or entire seasons.
Offer multiple sponsors the same space
Digital signage makes it possible to divide screen time between different advertisers. For example, a club might sell a 30-second advertising slot to a local business, another slot to a national brand and another to a long-term club partner.
These messages can rotate automatically according to a pre-planned schedule. This allows clubs to maximise the commercial value of valuable stadium space without installing additional physical advertising boards.
Create premium sponsorship packages
LED screens can also become part of broader sponsorship packages.
Rather than selling screen time separately, football clubs can combine digital advertising with other benefits such as:
- Matchday announcements
- Social media promotion
- Website exposure
- Hospitality tickets
- Programme advertising
- Player appearances
- Stadium branding
This gives sponsors a more comprehensive presence while allowing the club to increase the overall value of partnership packages.
Use the big screen for advertising
Large LED video screens inside stadiums provide another valuable advertising opportunity. The main stadium screen can be used to display sponsor messages before kick-off, during breaks and at half-time.
It can also combine commercial content with matchday entertainment, such as player introductions, highlights, competitions and fan messages. Because the content can be changed for every fixture, clubs can tailor advertising to specific audiences and sponsors.
Target local businesses
LED advertising isn’t exclusively for major national brands. Local businesses can benefit from advertising to a highly relevant regional audience, particularly when clubs have strong community connections.
A restaurant might advertise a matchday offer, a local hotel could promote accommodation, or a recruitment company could use the stadium to raise awareness among potential employees.
Clubs can therefore create different advertising packages to suit businesses with different budgets.
Offer match-specific advertising
One of the advantages of digital screens is the ability to change content depending on the fixture. A club playing a particularly high-profile opponent could offer premium advertising packages for that match because of increased attendance and audience interest.
Similarly, businesses could advertise around specific fixtures that are particularly relevant to their target customers. This creates more flexibility than selling advertising space for an entire season.
Make sponsorship more engaging
Static advertising has its place, but digital displays allow brands to create more visually engaging campaigns. Sponsors can use animation, video, branded graphics and timed messages to attract attention.
A club might also allow sponsors to run competitions or interactive campaigns, encouraging spectators to engage with a brand rather than simply seeing its logo.
The more engaging the content, the greater the potential value of the advertising opportunity.
Improve measurement and reporting
Digital advertising can also make it easier for clubs to demonstrate value to sponsors. Clubs can document when advertisements were displayed, how frequently they appeared and which matches or events they featured in.
While screen exposure isn’t the same as guaranteeing a particular number of sales or conversions, this information can help provide sponsors with clearer evidence of their campaign activity.
Turning screen space into a commercial asset
LED displays give sports clubs much more than a way to show scores and match information. They can become valuable commercial assets capable of generating advertising revenue throughout the season and beyond.
By combining perimeter advertising, stadium video walls, hospitality displays and targeted sponsorship packages, clubs can offer businesses flexible ways to reach spectators while creating new income opportunities for themselves.