Digital Signage at Sports Arenas and Stadiums: Enhancing Fan Experience

Digital Signage at Sports Arenas and Stadiums:

Digital signage has become a game-changer in the sports industry, revolutionising the way fans engage with their favourite teams and enhancing their overall experience at arenas and stadiums. From under the centerhangs to snack bars, gift shops to luxury suites, and even in breakrooms, digital displays are strategically placed to capture attention and deliver dynamic content. In this article, we will explore the various locations where you can place digital signage at sports arenas to entertain, inform, and create immersive experiences for fans.


Types of Digital Signage at Sports Venues

Digital signage plays a vital role in event venues, enhancing audience engagement, streamlining operations, and contributing to environmental sustainability. Here, we will tell you all about the transformative role of digital signage at sports venues. From the ability to deliver real-time information and guide attendees to advertise products and create immersive environments.


The symbiotic relationship between digital signage and the sports industry is highlighted, with the exponential growth of events worldwide calling for advancements in technology. Digital signage addresses common industry challenges by offering solutions for crowd management, reducing environmental impact, and providing a flexible platform for sponsors and advertisers. In the below video, you can see examples of how digital signage can help venue managers and event organizers.



There are different types of digital signage suitable for sports arenas including mounted signage, interactive kiosks, videowalls, indoor/outdoor LED screens, and wayfinding maps. Further down in this piece, we will show you examples of successful implementations, such as the Samsung LED wall at Eden Park Stadium and the LED signage at National Stadium, KL Sports City.


Simply installing digital signage screens is only one part of the puzzle. In order to drive fans’ engagement and leave a long-lasting impression, you also need a good content management system, such as Samsung’s MagicINFO. It is one of the most commonly used because of its wide variety of features, Remote Management tool, and versatility.


Best places for digital signage at sports venues

Now that we’ve established the importance of digital signage in the industry, it is time to continue further with our piece. Here we have listed the top 7 places for digital signage at sports venues:


  • On the gamefield
  • At the snack bar & restaurant
  • Gift shop
  • Office and stadium hallways
  • On support structures
  • At the entrance
  • As a conference background


Adding digital signage under the centerhung–the large video scoreboard in sports arenas–can significantly enrich the viewing experience for courtside spectators. This signage can display instant replays, player stats, interactive content during game breaks, and more, keeping fans engaged and informed throughout the event. This strategic positioning also ensures that even those seated closest to the action don’t miss out on any details, making their experience more immersive and enjoyable. Thus, Samsung developed the world’s largest LED videowall ever built for sports for the SoFi stadium when it was commissioned:



This world-class facility is located in the heart of Los Angelis and it is built around ground-breaking technology. The building developers needed a company that can provide state-of-the-art hardware and software to bring to life their vision. In combination, with the custom-made audio system by Samsung, the dual-sided nature of the display and the 4K video quality will transform the visitor experience at the SoFi Stadium.

At the snack bar & restaurant

Bar displays integrating modern technology with the classic sports bar atmosphere provide a compelling platform for fans to engage with the game. Digital menu boards, essentially bright screens visually presenting the menu, revolutionize the way foods and beverages are marketed at concession stands. They overcome the limitations of traditional paper menus, which easily deteriorate and require constant reprinting due to changes in inventory or menu updates. On a digital platform, changes are just a few clicks away, allowing for quick updates when items run out or for different meal times.


These boards can be multi-screen, each showcasing a product or a few, adorned with appealing visuals to highlight special offers or new items, thereby driving sales. Also, by clearly displaying all choices, digital menus expedite decision-making and ordering, reducing queues. This aligns with the preferences of 74% of customers who favor easy-to-read menus. Eden Park Stadium in New Zealand required digital signage in different areas of the venue. In the below video, you can see how Samsung approached the challenge.



Samsung created four 16-pannel videowalls for Eden Park Stadium so that visitors can enjoy a meal or a snack without missing a moment from the game. In addition to that, the manufacturing giant installed the longest LED videowall across the east and west sides of the tribunes. Thanks to technology, the venue is able to convey important messages to the right people at the right time.

Gift shop

Digital signage in team stores revolutionizes the shopping experience by displaying dynamic content like live videos, promotional offers, and team branding, even featuring exclusive content via IPTV. With the sports memorabilia market set to balloon from $26 billion to an estimated $227.2 billion by 2032, team shops offer a lucrative retail opportunity to sell items like jerseys, hats, and autographed memorabilia.


Digital signage enhances the in-store experience, using replays to promote game day attire and vibrant team colors to instill pride and prompt impulse buys. Engaging promotions create a sense of urgency, while Point-of-Sale displays effectively advertise smaller items, thereby driving sales. The below video shows how Samsung helped the ​​Swiss Life Arena to digitalize multiple areas of the venue:



The Swiss Life Arena recognized the need for digital signage to be able to communicate better with visitors and to create a better experience for them. Hence, the business contacted a digital signage company that they trust can fulfil the challenging project. Samsung installed over 240 displays throughout the venue, including some in the gift store. In addition, the Korean manufacturer installed The Wall in the conference room used for business events. And in the centre of the arena is a 12x12x8 meters digital signage cube that elevates the whole experience.

Stadium and office hallways

Digital displays throughout stadium hallways offer multiple fan interaction points and replace traditional static signs. These screens save on printing costs, allow easy content modification, and enhance fan experiences. Predominantly, these displays guide spectators to their desired destinations such as seats, restrooms, or concession stands, offering interactive kiosks for efficient route-finding.


Moreover, these digital signages provide entertainment, showcasing fan-generated content shared under specific hashtags, or immersing fans in the event via video walls that display game highlights and fan interactions. These hallway displays also create additional revenue streams via third-party advertisements, given the diverse audience these sports venues attract.


In the office hallways, these digital signs serve primarily as wayfinders for employees, coaches, and others, guiding them to their respective departments and facilities. The signage’s versatility allows custom content as per the event, guiding conference attendees or coaches to the right locations. Furthermore, these digital signs serve a crucial safety function by broadcasting real-time emergency alerts. In case of any threat or emergency, these displays relay critical information, enabling a quick response to ensure everyone’s safety.

On support structures 

Support structures within a sports venue, such as columns, beams, or walls, often present untapped opportunities for digital signage. Traditionally, these large areas have been left blank or filled with static signage. However, there’s a growing trend to use these spaces for digital displays. Turning these structures into digital canvases allows for dynamic content that enhances the fan experience. They can display additional game information such as player statistics, live scores, or match highlights. They can also be used to show replays or alternate angles that may not be visible from all parts of the venue, giving fans a more immersive experience.


Besides game-related content, these digital displays can also provide recognition for sponsors. Sponsor logos, advertisements, or promotional videos can be displayed, creating a more engaging and dynamic form of advertising compared to traditional static banners or posters. Because these displays are digital, content can be updated or rotated at the click of a button, allowing multiple sponsors to be featured during a single event.

At the entrance 

Digital signage at the entrance of a sports venue or event facility serves as an immersive, immediate touchpoint for attendees, cultivating a strong sense of team or brand pride from the moment they step in. The use of large, dynamic welcome displays is a strategic way to inspire and engage fans, setting the mood for the event and fostering a sense of unity and anticipation.


These displays can showcase high-resolution images or videos of the team or brand, including inspiring moments from past games, highlights of star players, or vibrant depictions of the team’s logo or mascot. The vivid colours and movement on the screen can stir emotions, stimulate excitement, and create a powerful sense of identity and belonging among the fans.


Beyond just team imagery, these welcome displays can also be used to share important information, such as game schedules, venue maps, safety protocols, or promotional content. This creates a highly informative and engaging experience for the attendees right from the entrance. Digital displays can be easily updated or altered to suit different games or events, making them versatile and effective tool for creating a strong first impression and setting the tone for the event.

As a press conference background

LED displays are increasingly preferred as press conference backdrops in the sports industry, replacing traditional static canvas. This shift is driven by the vibrant colour, superior resolution, and clear image quality that LED displays offer, creating a visually appealing and effective backdrop for TV cameras.


These dynamic displays serve as an excellent platform for showcasing sponsors’ content. Unlike static canvases, LED screens can quickly change content, accommodating multiple sponsors or updating messages during live events. The ability to use motion and animation further enhances the backdrop’s appeal, capturing viewers’ attention and making the event more engaging.



Digital signage has revolutionized the sports industry, transforming the way fans engage with their favourite teams and enhancing their overall experience at sports arenas and stadiums. From strategic locations such as under the centerhangs, snack bars, and gift shops, digital displays have been strategically placed to capture attention and deliver dynamic content.


These digital signage solutions entertain, inform, and create immersive experiences for fans, increasing engagement and satisfaction. Additionally, the Global Signage Alliance, a prominent organization in the industry, plays a vital role in promoting the use of digital displays in sports venues. By incorporating digital signage, sports facilities can elevate the fan experience, drive sales, improve communication, and create unforgettable moments that resonate with fans long after the game ends.