The Future of Perimeter Advertising & LED Boards

Perimeter advertising refers to the strategic placement of advertisements along the edges or perimeters of a sports field or playing area during live broadcasts or events.

Commonly seen in sports like football, American football, and rugby, perimeter advertising utilises boards, banners, or digital displays situated around the playing surface.

These advertisements often showcase sponsor logos, brand messages, or promotional content and are strategically positioned to capture maximum visibility during televised or streamed broadcasts.

Perimeter advertising serves as a prominent and dynamic method for brands to gain exposure to a large audience, both in-stadium and through broadcast viewership.

The visual impact of perimeter advertising enhances brand recognition, reinforces sponsorships, and contributes to the overall commercial ecosystem of sports, providing a valuable platform for sponsors to connect with sports enthusiasts and consumers.

Virtual advertising, also known as augmented reality (AR) advertising, is a technology-driven form of advertising that involves integrating computer-generated imagery (CGI) or virtual elements into live or recorded content.

This can include inserting digital advertisements, logos, or branding into the broadcast of sporting events, TV shows, or other media.

In the context of sports, virtual advertising is often used to customise advertisements based on the audience's location, creating a more targeted viewing experience. This technology allows advertisers to tailor their messaging for different regions or demographics without physically altering the on-site advertisements.

Virtual advertising enhances brand visibility, enables dynamic content delivery, and provides a more personalised and engaging experience for viewers.

The cost of advertising at football stadiums can vary widely based on several factors, including the size and popularity of the stadium, the specific location of the advertising space, the duration of the advertising campaign, and the level of exposure it offers. Here are some general considerations:

Location: Prime locations such as near the pitch, close to the TV-visible areas, or at high-traffic sections generally command higher prices.

Type of Advertising: Whether it's static signage, LED boards, or digital displays can influence costs. Digital and dynamic advertising spaces tend to be more expensive.

Team Popularity: The popularity and success of the soccer team can impact costs. Advertising in a stadium where a popular team plays may be more expensive.

Event Type: Costs may vary depending on whether it's a regular league match, a cup final, or an international game.

You can find out more about perimeter advertising in the Premier League here.

The TV perimeter boards in the stadium can run your advertisement in different rotations. A range of displays can be used for your advertisement according to the mode. The length of each rotation is typically 30 seconds. The LED perimeter video board technology offers you diverse and versatile types of animation, which can be regularly adapted to your communication campaign using state-of-the-art technology.

Full rotation

Only one sponsor is visible on the entire perimeter board area. This type of rotation creates an uncluttered, homogeneous image with high contact intensity and long communication opportunities.

4:4 rotation

The TV perimeter board area is divided into four sections, and four sponsors are visible within a single rotation. This type of rotation generates visibility and contacts with an optimal combination of quality and quantity.

2:2 rotation

The TV perimeter board area is divided into four sections, with two sponsors each occupying two sections in a single rotation. This type of rotation also generates visibility and contacts with an optimal combination of quality and quantity.

Multisession

With this type of display, up to 14 sponsors are featured in perimeter board sections of equal size at the same time. The focus is on the brand’s logo or slogan. This rotation guarantees high contact figures as each sponsor is visible in every sequence.

Sponsorship and advertising are two distinct but related concepts in the realm of sports marketing.

Sponsorship involves a broader and often ongoing relationship between the brand and the sports entity (team, event, athlete). Sponsors align themselves with the entity and may receive various rights and benefits beyond just visibility.

It aims to build a positive association between the brand and the sports entity, leveraging the entity's image, values, and fan base to enhance brand perception. It tends to involve visible branding but extends beyond traditional advertising. Logos may appear on jerseys, venues, and in promotional materials, providing continuous exposure.

Sponsorships are often long-term, lasting multiple seasons or years. The relationship is sustained over time to build brand affinity. They foster relationships with the sports entity's community and fan base, contributing to long-term brand loyalty. They also provide opportunities for deeper engagement through activations, events, and collaborations beyond traditional advertising channels.

Sponsorship deals often include exclusivity clauses, preventing direct competitors from securing similar sponsorship deals with the same entity. Additionally, they involve negotiated deals that may include a combination of cash, in-kind contributions, and additional benefits beyond simple visibility.

Advertising is typically transactional, where a brand pays for specific ad placements to reach the target audience. The relationship is often short-term and focused on the delivery of a particular message.

It is primarily focused on delivering a specific promotional message or call-to-action to drive immediate engagement, sales, or brand recall. Campaigns are generally shorter in duration, focusing on specific promotional periods or events. Engagement is surface level, delivering a message to the audience without the extended relationship-building seen in sponsorship. The focus is on immediate impact, aiming to capture attention and drive a specific response in a shorter time frame.

Advertising typically involves paid placements in designated spaces, such as TV commercials, billboards, or digital platforms, for a specified duration. It tends to involve a straightforward payment for ad placement based on factors like audience reach, timing, and platform

There is no inherent exclusivity, as multiple brands can advertise during the same event or platform. 

While sponsorship and advertising share the goal of promoting a brand within the sports context, the depth, duration, and nature of the relationship distinguish the two approaches in sports marketing. Many successful sports marketing campaigns integrate both sponsorship and advertising strategies for a comprehensive impact.

SPORTFIVE is a global sports marketing agency that specialises in sports rights, marketing, and entertainment. We work with sports organisations, clubs, and brands to create and optimise commercial opportunities in the sports industry. SPORTFIVE is involved in various aspects of sports business, including the sale of broadcasting rights, sponsorship and partnership management, stadium naming rights, and other marketing initiatives.

SPORTFIVE creates innovative, engaging solutions that are worthy of the incredible sports, athletes and partners we work with, and the passionate fans who follow them. Campaigns are built collaboratively, based on trust and transparency, and enabled by a deep understanding of the industry, the agency’s global reach, digital intelligence and creative courage.

The result is gamechanging sports partnerships that redefine standards in the sports and entertainment space. 

SPORTFIVE believes in the power of five - bringing brands, rights holders, media platforms, fans and ‘us’ together through sport.

SPORTFIVE is a global sports marketing agency that operates in the sports and entertainment industry. The agency specialises in various aspects of sports marketing, including the sale of sports media rights, sponsorship and partnership management, and the creation of marketing strategies for sports organisations, teams, and events. They work with a wide range of clients, including sports leagues, clubs, and brands, helping them maximise their commercial potential in the sports market.

SPORTFIVE is known for its expertise in negotiating and managing broadcasting rights, which involves securing deals for the distribution of sports content through various media channels. Additionally, they are involved in the management of sponsorship agreements, helping sports entities form partnerships with brands for mutual benefit.

SPORTFIVE is a global sports marketing agency that specialises in various aspects of the sports and entertainment industry. The agency works with sports organisations, teams, and brands to optimise commercial opportunities.

One of SPORTFIVE's key areas of focus is the sale and management of sports media rights, including broadcasting and digital distribution deals. They negotiate and facilitate partnerships, sponsorships, and naming rights for sports entities, helping them enhance their brand value and revenue streams.

Additionally, SPORTFIVE provides expertise in marketing strategies, assisting clients in building strong connections with their target audiences. Their comprehensive approach spans across the sports business landscape, from media rights to sponsorship management, contributing to the overall growth and success of their clients in the dynamic world of sports marketing.