Top-5 Advertising Spaces in Football | 2024 Guide
- Best Practice, Reviews & Ratings
- Read Time: 6 min
In the highly competitive field of sports sponsorship, football stadiums are the most sought-after advertising spaces for companies. But which advertising media achieve the highest advertising value here? We have looked at the various advertising options in stadiums and compiled a top 5 ranking based on the advertising value that can be achieved. From the classic logo on the chest to innovative messages on the LED board: we shed light on the pros and cons and present best practices.
Top-5: From the jersey to the interview backdrop
1. Jersey: The Logo on the Chest
One of the most traditional forms of sports sponsorship. It offers companies an exclusive presence during the game and in all subsequent media coverage. Placing the logo on the chest of the jersey ensures that it is highly visible throughout the game and creates a strong connection between sponsor and team.
Pros
- Exclusive presence on the players’ shirt chest
- High visibility in the stadium and in cross-media reporting
- Strong emotional connection between sponsor and team = image transfer
Cons
- High costs for shirt sponsorship
- Limited flexibility in adapting the advertising message during the season
Best Practice
Emirates Airlines has built up a successful partnership with Arsenal FC, characterised by the prominent chest logo on the players’ shirts. The long-standing collaboration has helped to strengthen the global presence of both brands and reinforce Emirates’ image as a leading airline. The partnership with Arsenal FC has been in place since 2006, and the recent extension until 2028 means this will be the longest-running front-of-shirt sponsorship in Premier League history. Two sponsors from Austria can top this: The Puntigamer logo has been on the shirt chest of SK Sturm Graz for 28 years (since the 1996/1997 season), while Wien Energie has held this position for 21 years (since 2003) with record champions SK Rapid.
2. 3D Cam Carpet
3D cam carpets offer an innovative advertising opportunity. 3D Cam Carpets are placed in the football stadium to the left and right of the goals (1-3 3D Cam Carpets per goal side) and appear three-dimensional when viewed from the correct camera angle. The precise alignment and special technology create the visual effect that brings the advertising messages on the carpet to life.
Pros
- Direct placement to the side of the goals for maximum visibility in every penalty area scene
- Innovative form of advertising that attracts the attention of TV viewers
- High presence during the entire game
Cons
- Limited flexibility in adapting the advertising message during the game
- Only visible on TV, spectators in the stadium do not notice the advertising message
Best Practice
tipwin, Barmenia, Würth, Odiporo and Kumho Tire backed the right club in the 2023/2024 season. Their 3D cam carpets could be seen at the home games of the new German champions Bayer Leverkusen. In Austria, sports betting provider ADMIRAL has secured this advertising space for FC Red Bull Salzburg, SK Sturm, FK Austria Wien, TSV Egger Glas Hartberg and the UNIQA ÖFB Cup, among others.
3. Fixed Perimeter Board
The fixed perimeter is a classic advertising space along the pitch consisting of permanently installed advertising boards. It offers companies a permanent presence during the match and is clearly visible in TV broadcasts. The fixed board enables targeted placement of advertising along the pitch and can be designed differently by the advertising company depending on the club and league.
Pros
- Permanent presence during the match
- Good visibility in TV broadcasts
- Targeted placement along the pitch
Cons
- Limited flexibility in adapting the advertising message
- Competition from other companies advertising on the fixed board
Best Practice
Samsung successfully used the fixed band to advertise their latest products during the UEFA Champions League. The clear and appealing design of their adverts attracted the attention of viewers and increased brand awareness. A prime example from Austria is the standardised fixed perimeter board (UNIQA and ADMIRAL have secured this space) at highlight matches in the UNIQA ÖFB Cup.
4. LED Board
The LED board is one of the most eye-catching advertising spaces in football stadiums. It is located along the pitch and attracts the attention of spectators with moving images and changing adverts. For companies, the LED board offers high visibility throughout the game, both in the stadium and during TV broadcasts. The ability to update adverts in real time allows for flexible and targeted advertising.
Pros
- High visibility throughout the match
- Flexibility in ad design and updating
- Effective presence in TV broadcasts
Cons
- Visibility on TV depends on the camera angle (close-ups etc.)
- Competition from other adverts in the same space
Best Practice
Puma is an outstanding example of the effective use of LED boards. The equipment supplier presents dynamic and appealing adverts for its clubs that attract the attention of viewers and highlight the brand.
5. Interview Backdrop
The stele or interview wall primarily offers companies a presence during the TV broadcast before and after the game. Placing logos or messages on these advertising media allows companies to connect with the events surrounding the game and present their brand to a wide audience.
Pros
- Presence during the TV broadcast before and after the match
- Opportunity to connect with the events surrounding the match
- Broad reach through TV broadcasts and online media
Cons
- No visibility during the game
- Competition from other advertising companies
Best Practice
At Liverpool FC, Standard Chartered, AXA, Expedia and Nike have secured the coveted space on the interview wall. In England, it is striking that the Premier League occupies numerous spaces on all the interview walls of “its” clubs with the Premier League brand.
Overall, the various advertising spaces in football stadiums offer a wide range of opportunities for companies to strengthen their brand presence and reach a broad target group. While each advertising space has its own advantages and disadvantages, effective utilisation and placement is crucial for advertising success. Through a strategic combination of traditional advertising spaces such as chest logos and innovative approaches such as 3D cam carpets, companies can increase their brand awareness and build a lasting connection with fans and viewers. Ultimately, it is important to choose the advertising media carefully and use them creatively and purposefully to achieve the highest advertising value.
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written by
Paul Mayer
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