• by Warren Godridge , October 30, 2024

Creating marketing assets for an entertainment venue is as exciting as it is costly. Stadiums are more than just traditional facilities; they are landmarks of culture and a source of pride for local communities. Each investment, whether a dynamic LED display, immersive fan zone, or custom corridor highlighting the team or stadium’s history, holds the potential to shape lasting memories for fans and strengthen the community's bond with its team and favorite brands.

To transform ordinary spaces into extraordinary results, it’s crucial to recognize and avoid these three familiar missteps:

Overlooking the full journey to the venue.The fan experience starts long before the event begins, yet many brands focus solely on what happens inside the stadium walls.

Every step, from the parking lot to the stadium gates, is a chance to make a lasting impact. Whether it’s eye-popping digital displays along the route, dimensional lettering and fabricated displays on public transit, or community murals in nearby entertainment districts, there’s untapped potential to maximize revenue and improve the fan experience. By thinking creatively about how to meet fans where they are, brands can extend their reach and create a sense of anticipation that builds even before fans walk in the door.

Stale experiences lead to disengaged fans. In older venues, or for season ticket-holders who attend game after game, repetitive branding, ads, and promotions can quickly lose their impact. When every game looks the same, fans start to tune out.

To keep their attention, marketers must move beyond static billboards and embrace dynamic displays incorporating motion and other captivating tactics. Regular updates—whether through weekly refreshes, interactive digital displays, or themed events—can inject new life into the experience, keeping fans excited for what’s next.

Evolving sponsorship strategies and in-stadium engagement. Many brands fall into the trap of signing long-term sponsorship deals and then forgetting to revisit them. With shifting fan expectations and new technologies emerging, brands need to consistently evaluate whether their existing strategies are still resonating.

If a contract is up for renewal, it’s an opportunity to reassess and align with current trends. Has the demographic shifted since the contract was signed? Are there new technologies that can be incorporated into the strategy? Treating each renewal as a chance to innovate rather than just going through the motions can help brands stay relevant.

In-stadium marketing is ripe with potential but requires a proactive and innovative approach to yield true success. As brands continue to invest in stadium assets, they must remember that these venues are vibrant community hubs that reflect the spirit of the fans and their local culture.

By understanding and enhancing the full experience, refreshing experiences to combat stagnation, and evolving strategies to stay aligned with current trends, brands can create meaningful connections that resonate long after the final whistle blows. Those who commit to avoiding these far-too-common pitfalls will redefine what it means to engage fans, while driving true ROI for their brands.