How Football Clubs Optimise Their Stadium Marketing in 4 Steps | 2025 Guide
- Best Practice, StadiumADS
- Read Time: 6 min
Since March 2025, SK Rapid has been breaking new digital ground in marketing. With the help of StadiumADS the Allianz Stadium was recreated as a detailed 3D model to authentically enhance pitch decks and save sales staff valuable working time. This was achieved in four well-structured steps.
1. Online Demo Call
In a one-hour video call with the StadiumADS team, clubs discuss their challenges and needs in order to create the best possible added value during the 3D development of the stadium. Which advertising spaces are already booked for years to come? Which advertising spaces require a high degree of flexibility? Which spaces will be added soon, and which will be adapted in terms of shape and appearance in the future? What details need to be taken into account to ensure that a 3D model always provides immediate information about which stadium you are in?
The StadiumADS 3D modelling team then converts the detailed stadium into a digital reality within a month. The impressive figures of the Allianz Stadium:
- 189 advertising spaces – can be played statically and animatedly with just a few clicks
- 42 camera positions – from the TV camera to the reverse cam to the behind-the-goal perspective
- 20 drone flights – 360° flights, slides to showcase individual advertising spaces and much more
In order to guarantee that potential sponsors immediately experience the sponsoring atmosphere when pitching to SK Rapid employees, attention was also paid to numerous non-marketable but Rapid-typical details, such as:
- fan banners in front of the West Block
- colourful design of the grandstands
- accurate consideration of the corporate design in the entire stadium
- exact stadium proportions, even without available stadium plans
- Flags on the roof of the Allianz Tribüne and much more
2. 3D Development & Acceptance by the Club
After the 3D model has been completed, an online call with the club lasting about 30 minutes follows, in order to examine the 3D model closely and to coordinate the final details. As an example for SK Rapid, the flexible playability of the LED power pack from sporteo is used here. How many options should be available to Rapid sales representatives? How does a high degree of flexibility in terms of power pack design affect the workload in the daily sales process? Are more options really necessary or is it better to focus on 1-2 design options?
Lukas Höfling, Marketing Manager at StadiumADS, explains the pros and cons: “If clubs want maximum flexibility, we are happy to offer it. StadiumADS can integrate advertising space in an unlimited number of forms. However, based on our experience, we always recommend defining a healthy mix of essentials and luxuries. It is not always expedient to be able to use the LED perimeter board in five different ways, but to then invest an unnecessary amount of time and resources to do so. We therefore try to work closely with the clubs to develop the best possible solution that is also the most efficient for the club.”
3. On-Boarding
As soon as the final optimisations based on the correction loop with the club have been incorporated, the club’s sales team is instructed – again in a quickly arranged online call. Any remaining questions are answered and insights from other successful StadiumADS use cases are shared (GAK levels up its LED board marketing | Admira generates new sponsoring revenues with innovative mailing campaign).
4. Time to get to work
The fourth and final step is also the starting signal for practical implementation, with the aim of quickly convincing further potential sponsors to take on a sponsorship through pitch decks with wow effects.
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written by
Paul Mayer
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