Has sports arena advertising gone too far?
Business Daily
BBC
4.4 • 796 Ratings
🗓️ 11 June 2025
⏱️ 17 minutes
🧾️ Download transcript
Summary
Pitchside advertising signs in stadiums are getting bigger and brighter, using advanced, digital technology to create new opportunities for marketing to fans in the stadium and those watching sports at home.
But could the LED boards around the stadium distract from the action on the field?
We hear from fans, marketing execs, and how one sport league is using advertising as a form of entertainment during matches.
If you would like to get in touch with the show, please email: [email protected]
Presented and produced by Russell Padmore
(Picture: Football/soccer stadium from the players zone. Credit: Getty Images)
Transcript
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| 0:00.0 | Hello, I'm Russell Padmore, and in Business Daily, the focus today is on advertising boards in sports stadiums. |
| 0:08.6 | The LED digital boards are bigger, brighter and using advanced technology for graphics. |
| 0:15.1 | LED in sports stadiums, definitely seen it spread around the world. |
| 0:19.5 | The return on investment is proven time and time again |
| 0:21.8 | to be there. They can also use it for non-sporting events like concerts. Compared to traditional |
| 0:27.5 | flat signs, digital advertising boards in a sports stadium can display several sponsors, generating |
| 0:34.3 | more revenue. But that's not always been the case in the United States. |
| 0:38.7 | Television was not willing to allow their sponsors to be competed with by advertising in the stadiums. |
| 0:46.0 | Sports from soccer to rugby are using digital advertising boards. |
| 0:50.4 | But in India, cricket stadiums are making them part of the glitzy image of the IPL. |
| 0:56.0 | What started with something that was an LED screen that would just display a scoreboard |
| 1:01.0 | has now transformed into something absolutely dynamic and is cost-effective. |
| 1:06.7 | Business Daily, examining the advancing technology in stadium pitchside advertising. |
| 1:15.5 | During the 1920s, following the tragedy of the First World War, working people needed leisure time, |
| 1:23.1 | and watching sports like baseball, cricket, football and rugby became very popular. |
| 1:29.5 | The owners of stadiums had already adopted advertising to make more money, |
| 1:33.9 | but the sponsors were mostly local companies. |
| 1:37.3 | By the 1950s, little had changed. |
| 1:40.5 | There it is, Bucasel United Hood won. |
| 1:43.3 | A big football match in 195. |
| 1:49.3 | The BBC broadcasting the English FAA Cup final at Wembley in London, |
| 1:54.0 | with 100,000 fans watching. |
... |
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