By Georgie Holgate-Stuckey
Maximise sponsor impact, fan experience, and efficiency with smart screen placement.
Digital signage has become an essential feature of modern stadiums. From enhancing the matchday experience to delivering valuable exposure for commercial partners, screens are now a core part of every venue’s infrastructure.
However, while the technology itself is crucial, its value depends heavily on one factor… Placement.
Screens installed without a clear strategy risk poor visibility, limited engagement, and reduced return on investment. To achieve maximum impact, digital signage must be thoughtfully designed and strategically positioned in line with the flow of the stadium and the needs of its users.
The Importance of Strategic Placement
Stadiums are dynamic environments where thousands of supporters move through concourses, hospitality suites, and seating areas. In these spaces, the location of digital signage determines whether content is seen, engaged with, and remembered.
Well-placed signage achieves three key objectives:
- Sponsor Value – Delivering visibility at the right moments ensures commercial partners achieve meaningful exposure.
- Operational Crowd Flow – Strategically positioned displays help guide crowds, reduce congestion, and keep fans informed.
- Enhanced Experience – Digital touchpoints that integrate seamlessly into the environment contribute to an engaging and cohesive matchday experience.
The Risks of Poorly Positioned Signage
Without a clear strategy, digital signage can underperform. Common risks include:
- Limited ROI – Content displayed in low-traffic areas fails to deliver value to clubs or partners.
- Negative Fan Impact – Screens placed without consideration of sightlines or crowd movement may frustrate rather than inform.
- Missed Opportunities – Sponsors lose the ability to connect with audiences at key moments, reducing campaign effectiveness.
Ultimately, the wrong placement can turn what should be a powerful asset into a wasted investment.
Strategic Signage in Practice
Leading stadiums are adopting a more considered approach. Perimeter LED boards, for example, maximise exposure by ensuring every supporter inside the venue sees sponsor messaging. Concourse displays are positioned to keep fans informed without disrupting flow, while hospitality environments utilise discreet digital signage to add value without detracting from the premium atmosphere.
This strategic approach ensures digital signage enhances every stage of the matchday journey, driving measurable results for clubs and their partners.
How Merson Digital Delivers Value
At Merson Digital, we understand that the effectiveness of digital signage extends far beyond the screen itself.
Our expertise lies in designing and delivering end-to-end signage solutions that integrate seamlessly into the stadium environment.
By combining advanced technology with strategic placement, we help clubs and venue operators:
- Maximise sponsor visibility and ROI.
- Improve crowd movement and operational efficiency
- Elevate the overall fan experience.
Digital signage is no longer optional for modern stadiums. But to deliver real value, it must be carefully planned and strategically deployed.
Are you ready to unlock the full potential of your stadium?
