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Digital Media in Sports Venues on the Rise

Out-of-home networks in sports venues such as stadiums, hockey rinks, health clubs and sports bars are offering a much wider array of digital opportunities as sports fans warm to the new ad-and-content medium.

OnSite Network's video service, now called SportScape, features live feeds of games with local content and ads wrapped around the outer margins of the screens. It is currently available in 100 sports-friendly drinking establishments, expanding to 500 new ones.

The trend is also apparent at Sports Media, which currently has about 600 Jumbotrons and 25,000 TV screens in everything from major- and minor-league sports venues to Nascar speedways. CEO Dan Kosth says the TV screens are likely to double or even triple within the next two years. Zoom USA has fixed signage and TV sets in some 1,000 fitness centers. "Today, about 80% of our gyms are digital, whereas two years ago, none were," says Dennis Roche, Zoom president.

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