At any professional sports stadium, revenue flows from three main areas, all of which are essential to maintaining a healthy, sustainable business:
- Game day revenue comes in the form of gate receipts and concessions sales.
- Commercial revenue consists of sponsorship and merchandise.
- Broadcast revenue comes from TV deals.
Almost everywhere, the revenue from game day is dwarfed by commercial and broadcast. This was especially true during the 2020-2021 NFL season, when franchises saw a $4 billion decline in of game day income. As for Europe, KPMG’s annual Football Benchmark (which looks at operating revenues across the champions of eight top-flight soccer leagues) reported that game day income was close to nil during this period.
To boost these margins and create a more successful stadium, operators are exploring new ways to boost game day and commercial revenue, particularly with digital signage. The evolution of the connected venue is creating a modern game day event that’s leagues apart from the arrive-sit-leave model. Fans are now being treated to a more memorable, exciting and enjoyable experience, while these same upgrades are empowering venue owners with greater operational efficiency, optimized commercial opportunities and insight into fan behavior.
Communicate with fans throughout the venue
For each fan in the stadium, there are multiple opportunities for influence, which can happen everywhere — from the entry gate, through to concourses, during the game and exiting the building. In all these locations, 4K digital signage makes it easy for operations teams to enhance communication with fans, and visibility for the venue’s partner brands.
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With digital signage, stadiums can serve as stewards of fans, using wayfinding displays to guide them from the gate to the team store or concessions — encouraging an explorative and interactive route to their seat. Venues can also maximize these displays return on investment (ROI) by selling ad space.
The most immersive display technology, like Samsung’s The Wall, can promote brand partnerships such that fans are more likely to stop and experience a feature, rather than just glance at a static image. The result is a unique and memorable interaction that gives them something to talk about with others or share on social platforms.
When video boards, ribbon displays, LED screens and other digital signage solutions are an omnipresent feature at the stadium, operators can offer a venue takeover as a premium-ticket option for sponsors and brand partners: A brand can pay to use every display in a specific section of the stadium — or the whole place. The option is available for fans too — for example, paying for a happy birthday message to surround their friend on their special day.
Quantify the fan journey with sensors
Venue operators can maximize the potential of their displays by using sensor technology to gather valuable data on brand engagement.
Cameras are a common means of gathering data, but they’re limited by line of sight. Sensors, meanwhile, use radio frequency based signals. Placed strategically throughout the venue, sensors can document real-time information across the stadium, such as concession stand visits and fan engagement with displays. As you look to create brand partnerships and sell ad space on your displays, your partners will likely be willing to pay a premium for those insights and ensure a certain number of fans see their ad.
Create a next-gen gameday experience
Revenue is closely tied to enhancing the fan experience. In a report from Capgemini, emerging technologies were found to enhance fan enjoyment, with 70 percent of fans stating that technology contributes to a better game day experience. More than 50 percent said they would attend more games as a result of a tech experience.
This tech experience could be a giant video scoreboard above the endzone, or a center-hung system that delivers riveting entertainment and crowd interaction. It could be the stunning 8K displays and audio systems that no home setup could rival. Or, it could be from the easier ticketing and wayfinding provided by digital signage and mobile apps, which make the visit far more efficient and enjoyable.
These game-changing display technologies can be experienced at SoFi Stadium, which houses 98,000 square feet of Samsung LED displays. Home to the NFL’s Los Angeles Rams and Chargers, SoFi features a first-of-its-kind Infinity Screen — a 360-degree video board, double-sided, with 8-millimeter pixel pitch — hung above the field. Samsung also designed and installed five levels of LED ribbon displays circling the stadium, and more than 2,600 displays that comprise a venue-encompassing IPTV system.
Reach your VIP audience
With premium ticketing and next-level VIP hospitality, stadiums can also provide exclusive, signage-enhanced fan experiences. Members’ lounges with large-format displays allow fans to enjoy the game while they’re away from their seats or enjoying dining options. VIP guests and corporate partners can enjoy a stadium visit tailored to them with special touches like personalized welcome messages, displayed on LED video screens in private suites.
With the screen real estate of thousands of displays, connected venues have greater opportunity to drive revenue, particularly through branding and partnership campaigns — shared with fans both at the venue and watching at home.
Discover more display solutions for your venue in Samsung’s full lineup of live event and sports signage. And get your free guide to driving ROI at your sports venue and enhancing the fan experience with high-definition LED displays.