Nothing beats the electric feeling of game day – the buzz of the crowd, the anticipation of competition, the smell of your favorite foods in the air. Sports are a cultural cornerstone, and as the sports industry continues to discover new and exciting ways to bring in fans, sports billboards lead the charge as one of the most effective methods.

Out-of-home (OOH) advertising resonates in a unique way, drawing in fans and boosting attendance for packed stands and an unforgettable experience.

Here’s how OOH for sports teams can drive fan engagement and lead to game days that reach new heights.

Why Are Sports Billboards So Impactful?

Sports fans are passionate about the teams that they love – and OOH advertising reminds them why they care so much through vivid imagery and real-world connection.

These moments stick and drive fans to action like few things the advertising world has seen.

A recent study by the Out of Home Advertising Association of America (OAAA) and The Harris Poll found that nearly 60% of US adults recall recently seeing an OOH ad for an upcoming major sporting event. Of those fans, 90% took action, whether by attending the game, watching a broadcast, discussing with friends, or following along on social media.

These percentages are a big deal. They remind advertisers currently using OOH for sporting events that they’re doing something right – and remind those who aren’t that they’re missing out on huge advertising potential.

The sports world is no stranger to OOH marketing. From billboards to stadium signage, OOH advertising has long since been a staple for sports ads. But in an increasingly digital age, we’re discovering that OOH methods matter more than ever.

What Makes OOH Sports Advertising Work?

The sports industry is all about the experience. Talk to any sports fan and they’ll tell you their story – how they’ve been following their favorite team since they attended games with their grandpa as a child, or how they met their partner at a college game and haven’t missed a season since.

OOH advertising totally nails the experiential vibe of sports, showing up in fans’ lives in a real way. Think about it: they see these ads as they head to a game or just walk past a stadium, and it just becomes part of their everyday.

Sports billboards also offer vivid imagery that easily captures the attention of those passing by. Bright colors, bold movements, and familiar faces trigger the brain’s reticular activating system (RAS), pinpointing when something is important.

This trigger, in addition to the repetition of seeing an ad over and over, helps viewers move the ad from their short-term to long-term memory – reminding them that they want to take action.

How to Design a Great Sports Team Billboard

You see the value in utilizing sports billboards, but what makes a billboard truly exceptional?

Be Memorable

One way to create a memorable sports advertisement is to lean into humor. You know the moment: you stop a friend mid-conversation, and say, “Wait, I have to tell you – I saw the funniest thing earlier…”

The things that make us laugh stick in our memory because they delight us. They’re clever, or witty, or ironic, and we find ourselves thinking back to the moment we saw them throughout the day, giggling to ourselves. Maybe it’s a pun related to a fan favorite player like the Seattle Mariner’s Cal “Big Dumper” Raleigh.

If you can make someone laugh, you’ve made them pay attention – and that’s the key.

Be Bold

People are busy and caught up in their own worlds. For a sports ad to break through the fog, it has to stand out.

Maybe that’s through a striking image of the star player, or bright colors that can’t help but draw the eye. Maybe the copy highlights an iconic rivalry, or a cry for redemption.

Make people look twice, and you’ll have them taking action before you know it.

Incite FOMO

Sports are a cultural phenomenon – and no one wants to miss out.

Count down to the game, or emphasize the limited seats remaining. Remind fans: this is a big deal. And you don’t want to be the only one at work on Monday who isn’t in the know.

Leave It To The Experts

At Alluvit Media, our team of design experts is here to help you craft a billboard that grabs attention and brings in fans from far and wide. We know what works, and are ready to incorporate tried and true methods to create a sports advertisement that builds hype and leads to your team’s best game day yet.

Get Your Head in the Game: Use Sports OOH Marketing for Your Team’s Biggest Moments

In 2024, sporting events attracted over 292 million attendees – and that number is only expected to grow.

OOH advertising is proven to be one of the most impactful ways to drive fans to action, and to encourage new fans to discover the magic of sports for the first time and start making memories.

Contact our team of advertising experts by submitting a quick online form to receive a personalized proposal and kick off your next campaign in style.

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