The Board That's Never Ignored: Perimeter Advertising
Published on
by Dominic Mills
In a world where consumers skip, block, and scroll past ads, perimeter advertising cuts through the noise. This article unpacks how perimeter advertising in sport has evolved from static signs to dynamic digital displays, why they capture fan attention so effectively, and how brands can turn that exposure into measurable results.
In this Insight:
Introduction
The battle for consumer attention is constantly intensifying. In this increasingly challenging fight, few forms of advertising manage to provide brands with such a unique and integrated platform as perimeter advertising in sport.
Enabling brands to promote to sports fans when they are at their most engaged, perimeter advertising has been prominent in sport since the 1900s. But how does the technology behind perimeter advertising actually work and how does it benefit the hundreds of thousands of organisations using the tool to promote their brands?
In this feature, we take an in-depth look at perimeter advertising and the benefits it has for brands.
What is Perimeter Advertising?
Perimeter advertising is a marketing tool which uses strategically placed advertising boards to convey key advertising messages from an organisation, within an event. These messages can be displayed in a number of ways, including: through slogans, images, logos and graphics.
The use of perimeter advertising has been particularly effective in sport, as the tool allows the target audience to consume the desired sport in-conjunction with the advertising message, without causing interruption.
This method maximises the consumer's user experience and ensures messages are being conveyed at peak engagement times, something which is often a challenge in contemporary marketing, such as TV-advertisements.
How Does Perimeter Advertising Work?
With sporting events often capturing enormous amounts of consumer attention and viewership, the most successful forms of sports marketing take place within or alongside the sporting event itself.
Perimeter advertising does just this. It typically runs along the outskirts, or the perimeter, of the sports field or playing surface. The first forms of perimeter advertising were non-digital advertising boards placed around sporting venues. This form of perimeter advertising is referred to as static perimeter advertising and due to the low costs and high reach, it’s still in use today all over the world.
Perimeter advertising has undergone significant developments in the last 30 years with digital advertising boards being introduced in the 1990s. Digital perimeter advertising boards are placed in similar positions to static boards, in view of television cameras, but provide brands with the opportunity to utilise video graphics when advertising. Digital perimeter advertising boards also allow brands to customise their messages for each sporting event.
Brands’ advertising messages are evenly spread throughout the course of the sporting event, with most major leagues opting for 20-30 second slots, chosen to maximise brand exposure to the viewing audiences.
How Can Perimeter Advertising Help Brands?
Customers have never had access to more information, and more entities competing for their attention. When competing for attention is the greatest challenge, an effective advertising medium becomes an incredibly powerful tool for brands to achieve cut through and return on investment.
A 2019 Nielsen report on brand impact found that 69% of surveyed people close online videos as soon as they can, 80% of people aware of ad-blockers use them and 42% of people feel negatively about brands that interrupt their viewing experience.
With contemporary forms of advertising facing greater and greater challenges in maintaining interest and engagement, the target audience is just waiting to click the ‘Skip’ button.
Perimeter advertising offers a unique solution, as a platform which engages with its audience, where their content isn’t interrupted by the ads, but instead seamlessly incorporated alongside it. This provides brands with an unavoidable form of advertising which can work alongside sport, forming an emotional connection.
The benefits of Perimeter Advertising
Measuring Success and ROI
Success in football perimeter advertising is measured by how much exposure a brand receives and how effectively that exposure reaches the right audience. To ensure the brand reaches its target market, broadcast data, stadium attendance, and screen time are analysed to determine how many fans saw the ads during matches, both in the stadium and on TV. They also identify who those viewers are.
Tracking what happens after the ads are shown helps demonstrate return on investment (ROI). Brands may look for increases in web traffic, social media mentions, or sales that align with games where the advertising appeared. Additionally, they compare the value of the perimeter boards to what the same exposure would cost through other advertising methods. This straightforward approach helps brands see whether their perimeter campaigns are cost-effective and how they support overall marketing objectives.
Conclusion
Perimeter advertising has stood the test of time as it continues to deliver visibility, engagement, and seamless integration into the fan experience. From its early static boards to today’s advanced digital displays, the platform has evolved in line with both technology and consumer expectations. For brands, it offers a rare opportunity to capture attention without disruption, build emotional connections with audiences, and drive better results. In an age where consumers increasingly avoid traditional ads, perimeter advertising remains one of sport’s most powerful marketing tools - proving that sometimes, the best way to stand out is to be part of the action itself.
Frequently Asked Questions
Perimeter advertising refers to the strategic placement of advertisements along the edges or perimeters of a sports field or playing area during live broadcasts or events.
Commonly seen in sports like football, American football, and rugby, perimeter advertising utilises boards, banners, or digital displays situated around the playing surface.
These advertisements often showcase sponsor logos, brand messages, or promotional content and are strategically positioned to capture maximum visibility during televised or streamed broadcasts.
Perimeter advertising serves as a prominent and dynamic method for brands to gain exposure to a large audience, both in-stadium and through broadcast viewership.
The visual impact of perimeter advertising enhances brand recognition, reinforces sponsorships, and contributes to the overall commercial ecosystem of sports, providing a valuable platform for sponsors to connect with sports enthusiasts and consumers.
The cost of advertising at football stadiums can vary widely based on several factors, including the size and popularity of the stadium, the specific location of the advertising space, the duration of the advertising campaign, and the level of exposure it offers. Here are some general considerations:
Location: Prime locations such as near the pitch, close to the TV-visible areas, or at high-traffic sections generally command higher prices.
Type of Advertising: Whether it's static signage, LED boards, or digital displays can influence costs. Digital and dynamic advertising spaces tend to be more expensive.
Team Popularity: The popularity and success of the soccer team can impact costs. Advertising in a stadium where a popular team plays may be more expensive.
Event Type: Costs may vary depending on whether it's a regular league match, a cup final, or an international game.
You can find out more about perimeter advertising in the Premier League here.
Sponsorship and advertising are two distinct but related concepts in the realm of sports marketing.
Sponsorship involves a broader and often ongoing relationship between the brand and the sports entity (team, event, athlete). Sponsors align themselves with the entity and may receive various rights and benefits beyond just visibility.
It aims to build a positive association between the brand and the sports entity, leveraging the entity's image, values, and fan base to enhance brand perception. It tends to involve visible branding but extends beyond traditional advertising. Logos may appear on jerseys, venues, and in promotional materials, providing continuous exposure.
Sponsorships are often long-term, lasting multiple seasons or years. The relationship is sustained over time to build brand affinity. They foster relationships with the sports entity's community and fan base, contributing to long-term brand loyalty. They also provide opportunities for deeper engagement through activations, events, and collaborations beyond traditional advertising channels.
Sponsorship deals often include exclusivity clauses, preventing direct competitors from securing similar sponsorship deals with the same entity. Additionally, they involve negotiated deals that may include a combination of cash, in-kind contributions, and additional benefits beyond simple visibility.
Advertising is typically transactional, where a brand pays for specific ad placements to reach the target audience. The relationship is often short-term and focused on the delivery of a particular message.
It is primarily focused on delivering a specific promotional message or call-to-action to drive immediate engagement, sales, or brand recall. Campaigns are generally shorter in duration, focusing on specific promotional periods or events. Engagement is surface level, delivering a message to the audience without the extended relationship-building seen in sponsorship. The focus is on immediate impact, aiming to capture attention and drive a specific response in a shorter time frame.
Advertising typically involves paid placements in designated spaces, such as TV commercials, billboards, or digital platforms, for a specified duration. It tends to involve a straightforward payment for ad placement based on factors like audience reach, timing, and platform
There is no inherent exclusivity, as multiple brands can advertise during the same event or platform.
While sponsorship and advertising share the goal of promoting a brand within the sports context, the depth, duration, and nature of the relationship distinguish the two approaches in sports marketing. Many successful sports marketing campaigns integrate both sponsorship and advertising strategies for a comprehensive impact.
The TV perimeter boards in the stadium can run your advertisement in different rotations. A range of displays can be used for your advertisement according to the mode. The length of each rotation is typically 30 seconds. The LED perimeter video board technology offers you diverse and versatile types of animation, which can be regularly adapted to your communication campaign using state-of-the-art technology.
Full rotation
Only one sponsor is visible on the entire perimeter board area. This type of rotation creates an uncluttered, homogeneous image with high contact intensity and long communication opportunities.
4:4 rotation
The TV perimeter board area is divided into four sections, and four sponsors are visible within a single rotation. This type of rotation generates visibility and contacts with an optimal combination of quality and quantity.
2:2 rotation
The TV perimeter board area is divided into four sections, with two sponsors each occupying two sections in a single rotation. This type of rotation also generates visibility and contacts with an optimal combination of quality and quantity.
Multisession
With this type of display, up to 14 sponsors are featured in perimeter board sections of equal size at the same time. The focus is on the brand’s logo or slogan. This rotation guarantees high contact figures as each sponsor is visible in every sequence.
Stadium advertising can be highly effective, offering a range of benefits for brands aiming to connect with their target audience.
High Visibility: Stadiums provide a captive audience, and advertising in prominent locations, such as LED boards, banners, or scoreboards, ensures high visibility during live events. This exposure can enhance brand recall.
Targeted Audience: Sports events attract a specific demographic, allowing brands to target a passionate and engaged audience. This targeted approach can lead to higher engagement and resonance with consumers.
Brand Association: Associating with popular teams or events helps in building positive brand associations. Fans often transfer their positive feelings about their favourite teams to the sponsoring brands.
Global Reach: Major sports events are often broadcast globally, providing brands with the opportunity to reach a vast international audience, expanding brand recognition beyond the immediate stadium audience.
Dynamic Atmosphere: The energetic and emotional atmosphere of sports events contributes to the effectiveness of stadium advertising. Brands can leverage this atmosphere to create memorable and impactful campaigns.
Cross-Channel Impact: Stadium advertising extends beyond the venue itself. Through broadcasts, social media, and news coverage, the impact of stadium advertising can reach audiences across various channels.
While the effectiveness of stadium advertising depends on factors like creative execution, strategic placement, and the nature of the event, it remains a powerful tool for brands seeking to make a lasting impression in the sports marketing landscape.
Stadiums offer a range of possibilities to place your brand on TV. Below are some of the most common:
Premium TV perimeter board, 1st row:
The premium TV perimeter board is the largest and most prominent medium for advertising in the stadium. It enables direct placement at the edge of the pitch along the sidelines and behind the goals, totalling over 150 m in length.
TV perimeter board, 2nd row:
The TV perimeter board in the second row is nearly as visible and effective as the premium TV perimeter board. It is most prominent along the sidelines, behind the first perimeter board row.
Power pack, 1st & 2nd rows:
The power pack takes the TV perimeter board image to the next level by utilising both the first and second rows simultaneously, thus doubling the advertising space for your message. The added height makes this a particularly attractive option for your advertisement.
Cam carpet:
The cam carpets are printed carpets that appear to stand on either side of the goal like 3D standing displays thanks to a special printing method. They are prominently shown on TV, thus allowing your advertisement to reach a maximum number of viewers.
Mini TV perimeter board:
The mini TV perimeter board is placed directly on the pitch behind the sidelines. This places your advertisement prominently along the sideline during close-ups, throw-ins and charges. A small solution with big results.
Electronic corner board:
Electronic corner boards are placed at each of the corner flags and can often be booked separately from the large TV perimeter boards. This increases visibility of your brand during corner kicks.
3D standing displays:
The 3D standing displays are specially produced small “boards” behind or beside the goals. The camera angle and the printing method used create a 3D effect, like the cam carpets.
In the sports industry, an asset refers to a valuable resource, property, or entitlement that holds commercial or intrinsic value. Sports assets can encompass a wide range of elements, including:
Broadcasting Rights: The exclusive rights to broadcast or stream sports events, providing a significant revenue stream for sports entities.
Naming Rights: The privilege of having a brand name associated with a sports venue, event, or competition, providing exposure and brand recognition.
Sponsorship Opportunities: Partnerships with brands or companies that contribute financial or in-kind support in exchange for visibility and promotional opportunities.
Player Contracts: Athletes themselves are considered assets, and their contracts represent a valuable resource for sports teams and organisations.
Merchandising Rights: The rights to produce and sell merchandise associated with a sports team, event, or athlete.
Effectively managing and leveraging these assets is crucial for the financial success and overall sustainability of sports organisations and entities in the dynamic sports business landscape.
An advertorial and an advertisement differ in their format and content. An advertisement is a traditional promotional message designed to showcase a product, service, or brand in a concise and persuasive manner. It typically employs eye-catching visuals, slogans, and concise text to capture attention and convey key messages.
An advertorial is a hybrid form of advertising and editorial content. It resembles a regular editorial piece in a publication but serves promotional purposes.
Advertorials provide information about a product or service in a more subtle and informative manner, often integrating the advertising message into a context that appears less overtly promotional. They aim to engage audiences by providing value through content while subtly promoting the featured product or service.
Advertisements are clear and direct, while advertorials blend promotional content with the appearance of objective editorial material.
Marketing is crucial in sports for several reasons. Firstly, it enhances the visibility and popularity of sports teams, athletes, and events, attracting a broader audience and increasing fan engagement. Effective marketing strategies help create a strong brand image, fostering a connection between fans and their favourite teams or athletes. This emotional connection often leads to increased fan loyalty and support, translating into higher ticket sales, merchandise purchases, and overall revenue for sports organisations.
Moreover, marketing in sports plays a pivotal role in securing sponsorships and partnerships. Brands are drawn to sports entities with a significant and engaged fan base, offering lucrative opportunities for sponsorship deals. These partnerships not only provide financial support but also contribute to the overall prestige and marketability of the sports brand.
In the contemporary landscape, digital marketing and social media have become integral components of sports marketing, allowing for real-time interaction with fans, personalised content delivery, and global reach. Social media platforms serve as powerful tools to amplify the sports narrative and engage with fans on a more intimate level.
Ultimately, successful sports marketing goes beyond promoting matches and events; it cultivates a culture, builds communities, and transforms sports into a compelling and marketable entertainment product, driving the industry's growth and sustainability.
A sports marketing agency is a specialised firm that focuses on promoting and enhancing the brand image of sports-related entities, including athletes, teams, leagues, and sports events.
These agencies operate at the intersection of sports and marketing, offering a range of services to clients looking to maximise their visibility and commercial success within the sports industry.
Sports marketing agencies devise and implement strategies to build and manage brand partnerships, negotiate sponsorship deals, organise promotional events, and leverage digital and traditional media for effective outreach.
They play a crucial role in creating and executing marketing campaigns that resonate with sports enthusiasts and broader audiences, aiming to boost engagement, revenue, and overall brand value for their clients in the dynamic and competitive world of sports.
SPORTFIVE is a global sports marketing agency that specialises in sports rights, marketing, and entertainment. We work with sports organisations, clubs, and brands to create and optimise commercial opportunities in the sports industry. SPORTFIVE is involved in various aspects of sports business, including the sale of broadcasting rights, sponsorship and partnership management, stadium naming rights, and other marketing initiatives.
SPORTFIVE creates innovative, engaging solutions that are worthy of the incredible sports, athletes and partners we work with, and the passionate fans who follow them. Campaigns are built collaboratively, based on trust and transparency, and enabled by a deep understanding of the industry, the agency’s global reach, digital intelligence and creative courage.
The result is gamechanging sports partnerships that redefine standards in the sports and entertainment space.
SPORTFIVE believes in the power of five - bringing brands, rights holders, media platforms, fans and ‘us’ together through sport.
SPORTFIVE is a global sports marketing agency that operates in the sports and entertainment industry. The agency specialises in various aspects of sports marketing, including the sale of sports media rights, sponsorship and partnership management, and the creation of marketing strategies for sports organisations, teams, and events. They work with a wide range of clients, including sports leagues, clubs, and brands, helping them maximise their commercial potential in the sports market.
SPORTFIVE is known for its expertise in negotiating and managing broadcasting rights, which involves securing deals for the distribution of sports content through various media channels. Additionally, they are involved in the management of sponsorship agreements, helping sports entities form partnerships with brands for mutual benefit.
SPORTFIVE is a global sports marketing agency that specialises in various aspects of the sports and entertainment industry. The agency works with sports organisations, teams, and brands to optimise commercial opportunities.
One of SPORTFIVE's key areas of focus is the sale and management of sports media rights, including broadcasting and digital distribution deals. They negotiate and facilitate partnerships, sponsorships, and naming rights for sports entities, helping them enhance their brand value and revenue streams.
Additionally, SPORTFIVE provides expertise in marketing strategies, assisting clients in building strong connections with their target audiences. Their comprehensive approach spans across the sports business landscape, from media rights to sponsorship management, contributing to the overall growth and success of their clients in the dynamic world of sports marketing.
If you are interested in a career at SPORTFIVE and help brands to grow through sport sponsorship and marketing, simply check out the careers page. The SPORTFIVE team will be happy to discuss opportunities that match your experience and vision.
