14 Key Benefits of Stadium Digital Signage


A stadium digital signage network is a great way for you to coordinate and communicate with mass crowds. Running a huge, multipurpose venue is challenging. However, digital signage for stadiums helps to lessen the challenges, providing you with a multifunctional solution that works practically and commercially…

Digital signage for stadiums makes sense for so many reasons. Specifically, digital signage improves the stadium experience for the crowd, serves the commercial requirements of your sponsors, advertisers and stakeholders, and helps you to better manage stadium operations in a way that cuts costs, while increasing revenue.

On top of all this, digital signage gives your arena versatility, enabling you to switch content quickly to suit any event your stadium is hosting, whether it’s a sporting occasion, music concert or a religious meeting.

8 Practical Benefits of Stadium Digital Signage

#1 – Wayfinding

Stadium crowds need direction… to their seats, to the toilets, to the food courts and to the exits. Stadiums are pretty big. They’re easy to get lost in, and finding your way around one isn’t always straightforward, especially when there’s a huge crowd. Digital signage is a great way to guide people to where they want to go

Ceiling-suspended digital signage is great for displaying instantly visible wayfinding information, for example, “Toilet Here” or “Food Court This Way.”

For directions to seats, an interactive, touchscreen digital signage system  is the perfect way to display your stadium’s layout. People can interact with the content by tapping their seat number on the screen for instant directions, which is handy if there are no stadium stewards around.

#2 – Visibility

The action isn’t always visible to some spectators. For example, those seated high in the stands during a sports match or standing at the back during a music concert, aren’t getting the same experience as those in the front row.

Digital signage makes the action more accessible, and strategically positioning them around the stadium will give spectators the best possible event experience.

Digital signage in this arena brings what’s happening on the stage into the crowd.


#3 – Crowd Engagement

During events, you can display social media feeds  using digital signage, enabling the crowd to engage with events in real time. People can post tweets, group pictures, videos and selfies that appear on the screen, enhancing their live experience.

You don’t have to worry about managing posts as software exists that can filter out offensive and inappropriate material.

#4 – Entertainment

Some stadium events are likely to have an interval, in which time you can use digital signage to entertain the crowds. For example, at a football match, you can play reruns of the crowd’s favorite team beating their fiercest rivals or play videos of the season’s best scores so far.

During stadium event intervals, use digital signage to entertain.

#5 – Personalized Alerts

In a crowd of thousands, you need to find that one vehicle owner, whose car is causing an obstruction. Or, you need to let Dan Waldron, who’s out with his friends, know that his wife has gone into labor.

In this situation, especially if you need to put out an alert during a music concert, a tannoy announcement is impractical. With digital signage, you can put out an alert on every single screen in the stadium to get the message across, without disrupting an event.

You can even display marriage proposal messaging!

#6 – Staff Communication

It’s not always possible to reach stadium stewards and security teams via mobile communication. Digital signage offers an alternative way to communicate with staff. Equally, outside of stadium operating hours, you can use an entire digital signage network for staff training like fire drill or emergency evacuation training.

#7 – Emergency System

In the event of a stadium evacuation, you can utilize an entire digital signage network as an exit guidance system that doesn’t create mass panic. Blaring alarms can cause chaos and confusion, potentially leading to a stampede.

In such circumstances, you want to avoid injuries and fatalities. Digital signage can guide crowds to ALL available exits, preventing a bottleneck at one specific exit point and helping to evacuate crowds safely.

#8 – External Communication

You should not reserve digital signage for inside the stadium. It can serve a practical purpose across the surrounding premises too. For example, digital signage can help manage your stadium’s parking facilities, notifying people of free spaces or alerting them to your parking lot being full.

Additionally, digital signage in the parking lot can double up as an information point, directing people to stadium entrances or a pay and display system if you charge for parking.

You can use digital signage at ticketing offices too, displaying prices and ticket availability during events. Plus, it’s a great way to promote upcoming events taking place at your arena, enabling people to purchase tickets in advance.

6 Commercial Benefits of Stadium Digital Signage    

#1 – Advertising

Stadium crowds are a ready-made audience for sponsors and advertisers who will pay a premium to get their brand in front of key demographics for a couple of hours. Stadium advertising is unique, because at no other venue do you have thousands of people gathered together for an extended period of time.

This represents a massive opportunity for sponsors and advertisers to boost brand awareness and run digital content campaigns that connect with target audiences.

For your arena, digital signage is a huge revenue-generating asset. You can rent out your screens to advertisers for a fee. Multiply those fees per advertiser, per event and your digital signage network pays for itself. The ROI potential is massive.

#2 – Merchandise Sales

Sports fans and music lovers can’t resist merchandise from their favorite sports team or music artist, and digital signage is a great way to drive merchandise sales and build loyalty. Whether it’s an official club shop that’s part of your stadium or a pop-up merchandise stand for a one-off event or music tour, digital signage is a great way to promote products.

#3 – Food and Drink Sales

Food and drink are big business at stadium venues, with many arenas relying on sales to boost the bottom line. Digital menu boards are fast becoming the norm across stadium food courts as operators aim to improve menu presentation and cut costs.

Not only does digital signage make menus look more appetizing and boost food and drink sales, but it cuts food court operating costs. Rather than having to reprint menus every time you want to add a new item, you can update digital menu content on the spot at no extra cost.

#4 – Hospitality

As a multipurpose venue, your stadium can host business meetings, conferences and even weddings. Digital signage can be included as part of any corporate or wedding reception event package, enabling you to upsell your hospitality services.

Making digital signage available for corporate and private functions gives your stadium a professional edge that people will pay for.

#5 – Executive Boxes

Upgrade your stadium’s executive boxes by installing a digital signage system, and command a higher annual or rental fee. Digital signage enables people to experience stadium events in comfort, treating them to a memorable hospitality experience. Equally, advertisers would pay a premium to advertise via screens in executive boxes.

#6 – Stadium Tours

Fans of sports teams love to indulge in stadium tours, seeing behind the scenes and walking in the footsteps of their heroes. Digital signage can add a virtual experience to any stadium tour, enabling you to offer more as part of your tour packages and driving additional ticket sales.

People expect an experience, and digital signage will add something different to your stadium tour.

Digital Signage Makes Sense for Stadiums

In a society familiar with screen interaction via smartphones, tablets and HD TVs, the absence of screens in a space as big as a stadium is unthinkable. With so many interaction points, whether its food and drink courts, the stadium concourse or the arena shop, digital signage engages crowds.

What crowds remember is the experience, and digital signage improves that experience, which has a positive impact on your stadium. Digital signage will set off a chain of events that results in:

  • Filling more seats
  • Attracting more sponsors and advertisers
  • Food and drink sales increasing
  • An enhanced reputation as a hospitality venue
  • Your bottom line increasing

Ultimately, digital signage adds value to your stadium, improving the experience for the crowd, while cutting arena operating costs and generating more revenue!


About Author

Head of Content at Armagard, Daniel Waldron has authored high-profile blogs on the latest topics and trends across the digital signage industry. His content features in Digital Signage Connection, Digital Signage Today, AV Magazine and more, offering thought leadership, commentary and insights on all things Digital Signage.


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