• by Ranvir Gujral , January 25, 2013

For many brands sports fans are the ultimate target.  Dollars constantly feed into sponsorships, media spots and social programs timed to players and teams. However, one of the most cost-effective solutions might be right above their audiences. Literally.

For many live sporting events there is sometimes more opportunity on the actual screens than on the field themselves. As outdoor stadiums and indoor arenas continue to add new large HD (and 3-D) displays, electronic scoreboards and hundreds of flat-panel monitors at concession stands throughout, sports stadium entertainment is big business with a substantial return on investment.

In addition to producing content, this “new” technology is also being leveraged to send ads and other sponsored content to this captive audience, increasing the sports team's bottom line revenue as well. Stadiums and teams are trying to keep people in the seats by creating a multimedia experience that is similar to, but can't be replicated at, home.

The name of the game in sports today is entertainment. Teams want to monetize as much of that entertainment experience as they can by quickly creating content, such as video packages and promotions, and displaying it on scoreboards and screens throughout a venue, on the Web or in other types of promotions that use personalized technology.

Here are some of the ways that teams have added value, and will be able to in the future, with either offers or entertainment beyond the field. 

1. Red Bull

Red Bull encouraged fans at the Austin Grand Prix racing event to upload photos using #RedBullRacing or #AustinGP and had these photos displayed live on a wall at the event - encouraging interactivity and generating more buzz around the event in the social sphere. They also had these photos sent to a standalone page for fans unable to attend live. 

2. Quicken Loans Stadium

The Ohio stadium became the first to offer a wireless touchscreen concierge using iPads in their luxury suites. Guests are now able to purchase food, merchandise, event tickets, view stats and scores, and more through the system. This allows for an even more engaging experience for fans at arenas. 

3. The ASB Glassfloor

While not yet installed in any major arena, this floor has LED light and sensors built in so arenas won't have to worry about painting floors for games. This sports floor of the future offers teams a major opportunity to broadcast entertainment and ads on the floor of an arena - the one place every fan will be guaranteed to look during events.