I don’t know about you, but when I think about sports, digital signage isn’t the first thing that comes to mind (with the possible exception of menu screens at concession stands. Yum!). But at InfoComm 2018, I learned that digital signage is not only ever-present — it’s actually improving fan engagement.

I spoke with BJ Vander Linden, CIO of the NBA’s Utah Jazz, about how displays in arenas and stadiums can create a better experience for fans of all ages. “The fans come for the content that’s on the floor or on the field,” Vander Linden explained. “But the screens and the information … enhance the overall experience, whether it’s highlight videos or directions to find their seat or the closest hot dog.”

And the evolution of digital signage in the sports world has come a long way in the last few years.

“We’ve gone from posters, static content and physical signage to dynamic products with new features,” Vander Linden added. “It changes the overall experience so the fan can better engage with all there is to offer in the arena.”

Now that’s something I’m willing to root for.

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